Julia Deutsch
Julia Deutsch 11 May 2016

The Success Of Snapchat Branding Seems Unstoppable

To date the social media application has over 100 million active daily users and 8 billion daily video views. Launched in 2011, Snapchat, then called “Picaboo,” was scoffed at by the fellow Stanford University classmates of creators Evan Spiegel and Reggie Brown.

Five years later the creators, now including Bobby Murphy, are laughing at all the sceptics that claimed this “sexting app” would never amount to anything. To date the social media application has over 100 million active daily users and 8 billion daily video views.

After numerous attempts to be bought by competitors like Facebook, Snapchat turned down the $3 billion cash offer. The Snapchat Corporation is estimated at a worth of $10-20 billion and has no plans in selling. Snapchat is focused on the future and many brands are taking notice.

snapchat founders

Age is but a number:

With the release of new iOS and Android updates, 2016 reports are showing that Snapchat edged out Facebook, Twitter and Instagram to be the most popular social media application for teenagers.

Those ages 18–24 are seeing a 56% growth in user application, the 25–34 year old user base grew 84%, but most significantly those over 35 have seen an 84% growth in their use of the app since 2015. With such a large age demographic covered by this application it has marketers and brands interested in the application’s potential.

Snapchat is no longer following in the footsteps of previous social media giants, they are leading the semi-revolution in advertising. The world seems consumed with the selfie and Snapchat is making it just that much easier.

snapchat data   girls

What is Snapchat doing right?

Above all other platforms, Snapchat is allowing for real-time content creation and consumption on a global scale. The 10-second photo allowance time forces users to pay attention and read the “snaps” quickly.

This quick-time thinking has created a mentality that ultimately favours advertisers. Users are hungry for content and are gratified when content comes through that is quick and easily consumable.

With the countdown in the top-right corner, users know they have a limited amount of time to view the content. A user’s tendency is to hone in and focus on the image and message.

Advertisers usually have trouble with all the “noise” surrounding their ads. Consumers rarely are able to filter out what distracts them from the brand’s message and give their undivided attention. Snapchat’s design does not allow for as much white noise letting consumers focus on the richer environment of creation and distribution.

Companies that have embraced Snapchat’s power

To make the process of advertising with Snapchat as easy as possible, the company has taken the time to invest in more targeting options. Advertisers on Snapchat can target based on gender, age, device, location, and context.

Branded geofilters seem to be part of the future on Snapchat advertising. Companies like McDonald’s, Cadbury, Disney, Nike, and the public have created pre-approved filters for locations around the world.

disney   mcdonalds   london geofilter

One advertising option is Discover, which allows for viewers all over the world to see content hand crafted by the world’s best publishers.

Live Streaming is another option; it is a real story that is uploaded straight by fans and consumers at the geographic location of an event.

Local advertising is what is happening in your city right now, from every angle. And Geofilters are dynamic art created by the public associated with a location or event.

Vertical video moving beyond phones

Vertical video is becoming the latest trend, and Snapchat played a large part.

  snapchat vertical video         vertical video

In September Snapchat rolled out their animated lenses that allows you to add an array of special effects to the photos or videos taken with the front-facing camera.

The effects can be customized to each users face and has opened another door for advertisers to get creative. For example below you can see both Beats and Gatorade sponsored these promotional lens that consumers could use for a limited time to share across social media.

serena-snapchat       beats

Jeep made history during the 2016 Super Bowl when it spent $10 million on an advertisement that only used a third of the screen. The commercial looked as though it was filmed on a phone or in a multimedia app like Snapchat.

The sides of the screen were black even when displayed on a TV. Creative director Sean Reynolds, of Iris Worldwide, was responsible for the ad, and said, “We thought about how it would be interesting to build a spot so it worked really beautifully in portrait mode on a tablet or a mobile.”


The future of advertising is being driven by apps and mobile interfaces like Snapchat. This is an exciting time in the marketing field, and the possibilities and developments seem endless.

Snapchat partners with Nielsen

We all know that behind every great campaign is research to support the direction a company goes in. Back in February, Nielsen announced that they will begin collecting data on videos viewed on Snapchat.

This research is significant enough to help brands compare their effectiveness in the social marketing and television advertising realm. The scope of the research will look to Snapchat’s Live Stories, Sponsored Lens and Sponsored geofilters.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Infographic: 5 Key Findings from the Content Marketing Maturity Report

Infographic: 5 Key Findings from the Content Marketing Maturity Report

A new report from London Research and ContentCal explores how content marketing leaders are able to excel at this discipline, and reap the rewards. The infographic below summarises five of the key findings.

Linus Gregoriadis
Linus Gregoriadis 18 October 2021
Read more
New Research Reveals Content Marketers’ Biggest Battle

New Research Reveals Content Marketers’ Biggest Battle

A crucial step in the journey to content marketing maturity involves converting senior management enthusiasm into an in-depth understanding of the benefits of a strategic approach, and what is required to establish one.

Michael Nutley
Michael Nutley 27 September 2021
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more