Trying to Crack the Millennial Code? Try Snapchat
Ask any marketer what really piques the interest of the millennial generation and you’re likely to receive a different answer each time. The “connected” generation has come to age in a world where the internet and mobile platforms are indispensable, and the group’s zest for individuality make them a tough nut to crack from a marketing perspective. Social media has been the go-to for companies large and small to reach out to the millennial audience, but not all of these platforms are created equally. As the ebb and flow of interest in sites like Facebook, Twitter and others come and go, it is pivotal that businesses jump on the bandwagon with new platforms as they pique the interest of the millennial generation.
Snapchat and business: the missing link to millennials?
The rise of the messaging app Snapchat was one of the biggest surprises of 2014 and marketers who are looking for a unique window into the millennial demographic could find this app as a golden opportunity to reach this audience. According to a November 2014 poll conducted by Cowen and Company, 18- to 29-year-olds accounted for 71 percent of U.S. internet users who had accessed Snapchat within the past 30 days, with the next largest group being those aged 30 to 44 at 19 percent.
When one dives into the demographics even further, the poll found that women account for 69 percent of Snapchat users, while 43 percent of total users fall into the 18-24 age group, and another 28 percent are younger than 18. However, these numbers don’t tell the whole story. According to a 2014 survey from the Harvard University Institute of Politics, just 28 percent of 18- to 29-year-old internet users accessed Snapchat. This suggests that the app still has a ways to go to penetrate a wider audience, but may be the easiest way for businesses to target an younger demographic.
How is Snapchat being used for business?
With the demographics in hand, the question arises: how can my company take advantage of the platform? A few notable examples include the World Wildlife Fund’s #LastSelfie Snapchat Campaign, which was designed to highlight the diminishing population of endangered species by sending out pictures and video to supporters. In 2014, the NBA used Snapchat to let fans know in real-time that the league’s MVP announcement was taking place on NBATV.com.
Visual marketing has always been the most powerful form of advertising, and Snapchat has created a unique platform that can not only deliver this content directly to an audience in real-time, but also to a dedicated group of millennials who have begun to embrace the app. As Snapchat continues to grow and evolve, so will its use by brands large and small who wish to engage with fans and find intriguing new ways to deliver content to their audiences.
