Why Snapchat Should be the Inseparable Addition to Social Media Strategies

Personally speaking, any brand with an eye on the youth market would do well to be on board a platform that has proven to be as addictive and immersive as Snapchat.

The value of a marketing platform for a brand can be gauged to a certain extent by asking these questions:

  1. Who are its primary users?
  2. How popular is it with them?
  3. Do these users fit the bill as your brand’s target audience?
  4. What is the closest alternative to target these users?

Now consider this:

Snapchat has a median user age of 18 years, with the majority of its users between 13 and 25 years of age. Facebook on the other hand, has an average user age of 40 years. The last few years in fact, have seen a sharp decline in teen users on Facebook.

Snapchat has 200 million average monthly users and was the fastest growing messaging app in 2014.

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As for the question of whether Snapchat users are a good fit for you to target, I leave it to your own best judgment. Personally speaking, any brand with an eye on the youth market would do well to be on board a platform that has proven to be as addictive and immersive as Snapchat.

The Super-Exclusive Youngsters’ Club

Snapchat is clearly a youngsters’ bastion. There’s almost an air of exclusivity about the platform that makes it so attractive to teens and young adults. Part of the reason could be that Facebook is now crawling with parents, well-meaning neighbors, assorted aunts, uncles and cousins. Hardly a place where a young person would want to share the juicy details of their daily lives. Enter Snapchat.

15 percent of all teenagers worldwide are already on Snapchat with the U.K., Sweden and the USA taking the top three spots at 39 percent, 38 percent and 35 percent penetration respectively.

According to a study carried out by Sumpto, 70 percent of college students post on Snapchat at least once a day. This number drops drastically to just 11 percent when quizzed about Facebook.

Privacy Friendly in an Age of Zero Privacy

Every day brings with it news about a brand new data breach or privacy invasion. Among the social networks, Twitter is nearly a public forum (unless you create a locked account, which defeats the entire purpose of Twitter). Facebook has been plagued with accusations of invasion of users’ privacy since day one. From selling users’ data to brands to allowing your mother to see what you were up to last weekend in graphic detail, the lesser said the better about Facebook’s privacy. The same goes for most other networks out there today.

Teens who want to share every aspect of their personal lives with their friends have learnt the hard way that anything you share online lives on forever and ever. Snapchat, with its disappearing texts and pictures, offers a completely refreshing alternative from a data privacy perspective.

It’s not just disappearing pictures, now it’s even disappearing videos. Chats that evaporate into thin air – both texts as well as video chats – offer users the promise that none of their tomfooleries or shenanigans, however X-rated, will remain online and get them into trouble later.

Snapchat takes this privacy bit really seriously too. You would think that taking a screenshot of a snap shared on Snapchat would help you circumvent its privacy controls. But no. Each time a screenshot is taken of a snap shared with a friend, Snapchat sends an automatic update to the sender regarding the screenshot so they can deal with it right away.

Even taking a picture of a Snapchat image with a second phone is tough. Snapchat makes sure that you have one finger on the screen at all times for the image /video to play. That way, handling another phone simultaneously becomes rather tough, don’t you think?