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24.02.2016
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. November 7, 2014 by Vlad Molchadski 011On October 17, 2014 Snapchat made the announcement: advertising was coming to Snapchat.
Similar to any Snapchat one might send to a friend, a sponsored Snapchat will appear in the stories section of the app. The unusual thing about these Snapvertisments is that they are not targeted, unlike just about any other social media promoted content out there.
On the other hand, it is important to understand the demographics of Snapchat, which is dominated by older teenagers and millennials.
Content marketing should already be an important part of your online marketing strategy, but this is not limited to just plain copy, but also to visual content.


Snapchat is a highly interactive form of visual content, because it requires physical engagement from the viewer.
Snapchat advertising, while it may not be in your future as a company just yet, does put an added pressure on businesses to generate visual content that conveys a story or information about a product or service.
These older teenagers and millennials are masters at blocking out obnoxious ads, so perhaps Snapchat’s less creepy and intrusive ad experience will open new ways to engage this tricky demographic. And it is definitely very different from your average social media page or visual content platform, like Pinterest or Instagram.
This demographic should be considered the Snapvertisments target audience by any business who decides to take on Snapchat advertising.
Visual content tends to have a higher engagement rate, and with Snapchat as a platform, the content must be visual: either images or videos that will capture the attention of the user long enough to keep them from removing their finger from the screen.


And while it is not a regular thing as of yet, over the next few weeks we will begin to see it take off. This gives the user the ability to distinguish snapvertisements from a friend’s snapchat. Using Snapchat to build your brand requires a focus on keeping it short and snappy (pun intended).



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