Snapchat Reactions

I recently read a Time magazine article about the uniqueness and popularity of Snapchat, titled "Snapchat Faces the Public." The article, written by Joel Stein, talks about the idea that Snapchat gives users a chance to be authentic. It's probably the most social of all the major social media platforms, and it doesn't even connect to the Internet.

For those unaware, Snapchat is a smartphone app that lets users take a photo or a video, add funny filters, doodle on it, and either send it to friends or post it to their story. The user can choose how long the picture message lasts (any time up to 10 seconds). His or her story lasts 24 hours. The recipient of the message can also save it as a memory.

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One sentence that stuck out to me in this article is, "Snapchat is aware that most of our conversations are stupid." The beauty of Snapchat is that users can be authentic. They don't have to put on a show of the perfect life to get likes and followers. In fact, Snapchat doesn't have those features. Snapchat is all about intimate conversations. Celebrities even use it to interact with true fans and show their silly side and daily lives. What the app offers is a chance to be yourself without worrying so much about what others think.

Joel Stein also says that Snapchat gives people the "technology to improve [their] antisocial social life." Because messages and stories don't last forever, the app offers a sense of security. Anything someone posts disappears, so messages can't be used to embarrass users. Snapchat is essentially troll-free. No one can comment on a message or go on Snapchat to make fun of you. Unlike other social media platforms, in which people can like and comment on what you post, Snapchat is not a popularity contest. No one even knows how many friends you have on it unless you tell them.

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The other allure of Snapchat is that it is removed from politics and from companies pushing their own marketing agendas. Platforms such as Facebook and Twitter have are becoming over-saturated by political arguments and obvious advertising. Users are getting tired of it. Snapchat isn't connected to the Internet. You can't share articles on it or link anything to the Internet. Conversation threads disappear after a while. And ads don't pop up while you're using the app. Snapchat doesn't offer the opportunity for people or companies to gain popularity and stardom, or to gain a following.

Snapchat is good for already established brands, however. It gives them a chance to be authentic and more intimate with fans. According to the article, 25% of Internet users in the United States use Snapchat weekly, and 53% of Snapchat users are 18-34 years old, making it more popular than television. Snapchat users skew female, young, and wealthy. All of these statistics make the platform very attractive to advertisers. Here are some ways they have already gotten involved on Snapchat: posting stories, creating sponsored filters, and posting commercials to Snapchat's Discover section. Stein says that the demographic of Snapchat users is "less brand loyal and more likely to follow trends," so if you want to connect with this demographic, it's important to understand how this app works and what it has to offer. For more information, I've included a link to a Gigawatt Group article called "6 Ways Brands Can Advertise on Snapchat": click here.