Not to sound like a dinosaur, but when I started working right after college, there was no voicemail, no laptops and the Internet of Things was only seen in science fiction movies. Cell phones began to emerge, but they were the size of bricks, and social media channels weren’t even a concept yet.
I’m part of the mobile-first generation. We’ve had to learn to adopt to these new technologies for both personal and business. So that’s why I’ve been trying to embrace Snapchat, the social media channel that recently made headlines when its value increased nearly $9 billion after its IPO on March 2. Ok, I also have an ulterior motive—to keep up with my teenagers—who only use Snapchat.
Generational expert Sarah Sladek says these latest platforms, like Snapchat, are now designed for the mobile-only generation. We’ll explain in this issue of Promotional Consultant Today.
First, a brief background on Snapchat: Launched just five years ago by Snap Inc., the app lets people send and share photos and short videos that disappear after being viewed. Snap has added more features since then, including lenses that superimpose over the user’s snap, and geofilters that overlay brand advertising or the user’s location.
Sladek shares these tips to use Snapchat:
• Think fast. Snapchat delivers content in 10 seconds or less.
• Be yourself. It’s not about looking picture perfect or being overly witty, it’s about sharing raw content with your friends. Animal faces and brand-themed filters allow users to customize their snaps. For brands using Snapchat, younger generations want the same authenticity and customization from every brand they follow.
• Tell a story. Instead of posting one highlight from your day, Snapchat encourages users to post several, with many users posting from the minute they wake up until the minute they fall asleep. Subaru’s campaign, #MeetAnOwner, empowered owners to tell their stories, asking them to send in videos of why they love their Subaru. These stories are being posted via social media and at meetanowner.com.
• See and be seen. Members of Generation Z don’t use Facebook, and Instagram use is declining. They prefer Snapchat because they like being content creators and they like that Snapchat lets them know who’s viewing their snaps.
If you still aren’t convinced of the power of Snapchat, look at these statistics, from a recent LA Times article. On average, 158 million people use Snapchat daily, and more than 2.5 billion snaps are created every day. Nearly 60 percent of U.S. smartphone users ages 13-24 use Snapchat.
Big brands like General Electric, Gatorade, Domino’s and even The New York Times are embracing the power of Snapchat. And while B2B adoption is slower, look to industry giants like IBM and Cisco for examples of adopting Snapchat as a marketing channel.
Now, I know what you’re thinking—”My company doesn’t target 13-24 year olds.” Will you be targeting them in 10 years when they are 23-34 years old? Yes! Are they your next workforce? Yes!
What we need to know about Generation Z is prevalent in how they’ve adopted Snapchat. This generation didn’t have to learn mobile; it’s inherent to them. They don’t know a world without it. It is their source of communication; it’s not a choice. Therefore, the way they utilize mobile in their lives is driven by different motives than other generations.
Is your company ready to adapt to the mobile-only generation? Let Snapchat push you in the right direction.
Source: Sarah Sladek is the CEO of XYZ University. She is also an author and professional speaker.
