Why Snapchat’s New Share Button Is Crucial for TV Marketers

By Karen Fratti 

nsnapchatlogoSnapchat added a share feature to its Discover content yesterday. Users just have to tap or hold on a Discover photo or video, they can embellish it, and then its send with a little “sent via Discover” tag. It’s all in the hopes that more people will use the feature. Apparently, just a fraction of its users know that CNN, Fusion, Comedy Central and others want their eyeballs. From TechCrunch:

While some dip in attention is to be expected, something needs to happen to get Discover growing. Snapchat is still trying to find a solid revenue model after ditching its initial Brand Stories ad unit that let businesses show an ad snap to people who don’t follow them. That format may have felt too intrusive, and they certainly seem less natural than the sponsorships inside Discover and Our Stories.

It’s good for the brands and content creators that are on Discover, and for Snapchat. It’s also worth noting that for premium content to make its way around and succeed on Snapchat, it needs to be shareable. A recent report found that 80% of millennials are more likely to watch a TV show if they’ve already seen a promo or trailer on social media. But don’t get too excited, the report also says that:

Advertisement

…digital natives will tune into a TV show if someone in their social network had shared a trailer, a clip or an original promo for that show. This is compared to 66% of average TV viewers. However, the report also found that Millennials are 10% less likely to share TV promo content than the average TV viewer, suggesting that TV marketers are failing to create content that resonates with Millennials.

So that promo had better be good. Maybe even Snapchat specific.

 

Advertisement