To use this site to the full potential the site needs to be explored and analyzed to highlight ways the brand can communicate with the audience the most effectively, see how the outcome of this brief can taken advantages of this social media site. Along with general snapchat which will inform this research into how any other brands have advertised on this medium, how to make Orchard Pig Cider stand out on the site.
SnapChat
what is it?
Snapchat is a popular mobile app that allows the user to send videos and pictures, both of which will self destruct after a few seconds of a person viewing them. Snapchat is unique in that all photos and videos only last a brief amount of time before they disappear forever, making the app ephemeral in nature.Snapchat is also a fun messaging app used to send photos and videos to friend. The interactive feature of snapchat are the reason for it's major success, the users can apply facefilers, geofliters, speed up or slow down videos, draw on or caption the photos. The founders, Evan Spiegel, Reggie Brown Poster and Bobby Murphy, had tried 34 projects before coming up with the idea of Snapchat. When it first started in 2011, it was named Picaboo, but in 2012, it was renamed to Snapchat.
https://youtu.be/kKSr6h5-fCU
who uses it?
- 100 million daily users globally. Although it started with just photos, it now records 8 billion video views per day and has even launched its own smartglasses called Snapchat Spectacles.
- Snapchat is mostly a hit among teenagers, according to several research firms, though it is catching on and embracing new demographics every day.
-Viners (creators who used Vine), YouTubers, and celebrities, for instance, are known to use Snapchat as an alternative means of communicating with their followers.
-June 2, 2016: Snapchat has a reported 150 million daily users, more than Twitter, Nov. 8, 2015: Snapchat's advertising page says it has more than 100 million daily active users. Nov. 8, 2015: Snapchat gets 6 billion video views per day. via https://chrissniderdesign.com/blog/resources/social-media-statistics/
features -
Facefilters/Lens
Geofilters
Messaging
Capture a photo or brief video with it then add a caption or doodle or filter/lens over top
Music Identification
Advertising -
'Over 150 million people use Snapchat every day to Snap with family, watch Stories from friends, see events from around the world, and explore expertly-curated content from top publishers. Every day, Snapchatters watch over 10 billion videos, and spend an average of 25-30 minutes on Snapchat. In short, Snapchat is about great storytelling — our stories, and yours.'
SNAP ADS
'Advertise in a Snap, the best mobile video ad - Snap Ads offer the magic of sight, sound, and motion — in a format truly made for mobile. Snap Ads begin with an up to 10-second vertical video, and then offer the option to add an interactive element one swipe away. It’s your story and the choice to learn more, in one simple package. Two thirds of Snap Ads play with the sound on, and all Snap Ads are full screen, helping them command up to two times more attention than video ads on comparable platforms.'previous clients -
SPONSERED LENS
The most playful way to make an impact. Sponsored Lenses offer a completely new take on brand activation, offering not just an impression, but “play time” — the time Snapchatters spend playing with the interactive ad you’ve created. When Snapchatters are finished playing, sending Lenses to friends or posting to Stories is just a tap away! Sponsored Lenses are one of our most engaging ad products, driving 3x higher brand awareness than mobile norms, as well as a 2x lift in purchase intent, on average. previous clients -
SPONSORED GEOFLITERS
Be seen and sent by Snapchatters everywhere. Sponsored Geofilters are tiny pieces of art that always make an impression. When Snapchatters in the location(s) of your choice take a Snap, they’ll be able to see your Geofilter and use it to explain where, when, and why they took the Snap.
Whether your campaign covers a specific location, a major event, or every mall in America, Geofilters uniquely allow brands to take part in the hundreds of millions of Snaps sent between friends each day on Snapchat. Seen, applied, and sent by choice, Sponsored Geofilters deliver a 3.5x higher lift, on average, than mobile norms for both Brand Awareness and Purchase Intent.
via https://www.snapchat.com/ads
MAJOR ISSUE - The cost of a personalised ad for SnapChat ranges between $100,000 up to $750,000 for 24-hour Lenses. Snapchat charges $5 per 20,000 square feet, cheaper but still expensive for a festival or event.The cost for Snap Ads campaigns start at $10,000/month in ad spend.
As all available snapchat ads have a large cost range that Orchard Pig might not be able to spend, a cheaper way on advertising on this social media site is vital. For this brief a free or way to use the site without paying these cost must be designed.
Adidas Neon Campaign
IDEAS -
-create a face that the can work the the different lences
-create a snapchat account, send snaps from the account/make it funny to follow
The features of snapchat is the personalized daily lens, these apply effects to the users or others faces, a very popular feature of the app often shared heavily on other social media sites as well as site it's self. These lens are created to give either humorous live effects to the face, live pretty edits of their face or in can turn the user into selected animals. The effects often, almost every-time have beautifying effect edited in to the lens, for example the dog filer applies a dog nose and ears to the user but also slims the face, this is to create a image the user wants to share/use on the other sites which expands Snapchats social presences on the other sites as well as on it's own platform.
As these lens are one of the most use features of the platform, as they are one of the most unique aspect and feature of the site this final idea for this project aims to take advantage of this feature without having to pay SnapChat price. For the personalized lens are this cost £150,000 yet only last 24 hours. The campaign the client wants needs to last more than 24 hours and cost less than this therefore creating a lens would be counterproductive.
FIND A WAY TO USE SNAPCHAT WITHOUT PAYING, TAKE ADVANTAGE OF THE SITE WITHOUT THE PRICE TAGE
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