Debunking the misconceptions about Snapchat and AR technology
Snapchat is a great brand to work for, if only because there are so many misconceptions about the platform, and there’s nothing more fun than debunking them.
For instance, people often think that Snapchat is only used by those under 25. In reality, a large portion of its 383 million daily users are over the age of 30.
Another common belief is that Snapchat is mostly just a way for friends to communicate, but the platform has been a leader in Augmented Reality (AR) for years.
You also hear that AR is particularly suited to mobile games like Pokémon Go, but there's so much more to it. Brands like H&M, Oatly, and Samsung have been using AR for years to bring their products to life. Vans, widely known for its skateboard shoes, even has a store on Snapchat where you can virtually try on their latest sneaker collection before buying.
Snapchatters spend more
A recent study by the National Research Group – a leading global insights and strategy firm – reveals Snapchat as a leading social shopping platform in the U.S. They conclude that: 'Snapchatters are more likely to discover new products through social ads and influence their networks, and that they spend more than users on other platforms.'
The study shows, among other key findings, that 88% of Snapchatters love to shop, and 82% consider shopping a primary hobby. In other words, Snapchat has developed into an ideal platform for brands to boost sales.
Catch up on Social Stories
It underlines the fact that AR is a mature technology with tons of commercial potential. If you want to know more about AR and its infinite possibilities, you should definitely listen to the second season of the podcastseries Social Stories.
It was released on BNR about two years ago — just like the ad below, which was published at the time in Het Financiële Dagblad — but it's still relevant and keeps you entertained.
The ad, the podcast summary, the show notes for the various episodes, and the business cases of brands that successfully use Snapchat to engage a hard-to-reach target group were all written by me.
Client:
Snapchat
Agency:
Sunshine & Sausages
Artdirection:
Art Department S&S
Copywriter:
Gijs de Kogel
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