Snapchat: a new golden opportunity

How many social media accounts do you have? Most people have a Facebook page in addition to their Twitter, Instagram, and Snapchat accounts. Snapchat stole the spotlight a few years ago. Every since, they have been enjoying their huge growth. The new social network attracted people under 25 to its fun platform. I discussed with the Apéro Digital team, Florentin Soonckindt and Baptiste Ricart, two marketing and communication students who are passionate about digital. Apéro Digital’s concept is simple: informing you in less than a minute daily. They explained how they found the opportunity in using Snapchat’s growth to develop their idea.

Snapchat’s glory days

At the beginning of its glory days, Snapchat was the main social media for teenagers. Many studies show that the teenagers’ favorite social media tool was Snapchat. What does this app have more than Facebook, Twitter or Instagram? Snapchat’s strength is that is found a way to answer the Z generation’s needs. And this is exactly what constitutes its success. Today’s generation is also called the ‘selfie generation’. There is one loophole that makes a huge difference. Facebook, Instagram and Twitter are today used by a larger audience, including parents. Teenagers feel insecure on these platforms. This is exactly why they all shifted to Snapchat, that is more private.. for now!

Snapchat is the young generations's private digital platform
Snapchat is the young generations’s private digital platform

Teenagers are not the only ones to understand the opportunities behind Snapchat. A lot of big information groups such as CNN, the Daily Mail, National Geographic use this medium to share daily news. Brands from different sectors are starting to use this tool too. They share stories, moments, with their communities. They can even take their audience behind-the-scenes. Burberry did that with an exclusive photo shoot. Brands get very creative on Snapchat to launch an event, a product, or simply to encourage users to share content.
People below 25 are known to go through information at a fast pace. With its DNA (10 seconds available pictures / videos), Snapchat is built for this generation.
Snapchat
 

Infobesity and its opportunities

You might have heard the term ‘infobesity’. If not, I will explain it in a few words. It is the overload of information that makes it difficult of individuals to understand and assimilate everything they comes across. Indeed, using several social media platforms daily to be informed about digital innovation is time consuming. Also, it saturates ones’ brains. Ideally, people want the information in a quick manner, and from one single platform.
Florentin and Baptiste created a fun concept to fight infobesity: Apéro Digital. How do they use snapchat to share information? Well, it is actually their challenge to communicate the latest digital news of the day in 50 seconds. It covers marketing, communication and business linked to digital.
Snapchat is a huge opportunity for so many brands to be creative, share content and events. Some believe that Snapchat will one day become an online store, from which customers can buy products. This is not impossible, since purchases are available on Twitter- and that was something nobody expected! Well, who knows? I bet we are all curious to figure it out. Anyways, with digital, there is an infinite number of scenarios possible, and in each one, new opportunities to innovate !

Yann Gourvennec
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