Advantages And Complications Of Snapchat As A Social Media

Snapchat is a social media, mobile application that uses a smartphone camera in order to take pictures or videos to use as messages. These “Snaps” can then be edited with filters ranging from overlays to facial manipulation (called lenses) [] which can be sent to others. The Snaps then disappear after a certain set amount of time or can be posted to a “Story” which is a set of snaps viewable for 24h to an individual’s followers. The application also features a “discover” portion in which media outlets can compile a set of snaps into individual magazine like compilations. These features have somehow resulted in a cultural phenomenon unveiling yet another social media application with a niche all its own. The implications of this camera dominant

In fact, “Snap ads” generate 5x the number of “swipe ups on snap ads as compared to a click through rate on comparable platforms” [] thus giving the advertiser the ability to display some form of article, video, mobile website page or app store purchase page, while keeping the user in the app. Snapchat’s objective in advertising is to increase the interactivity of advertisements and thus attempt to increase purchase intent []. Snapchat This results in a simple and effective method to advertise to users who would already be browsing discover Stories for content. A study conducted in 2005 found interesting correlations between the attitude of e-commerce shoppers with “perceived internet risk” finding that people were significantly more likely to purchase products if their perceived risk of an online product was lower []; It appears then that Snapchat is using these types of principles in their marketing strategy. By allowing users to interact with advertisements, thus making them seem less intrusive and more trustworthy, users could increase purchasing intent. Snapchat reported that their Gatorade filter increased purchasing intent by 8 points on a “198 index to other well-known CPG campaign” []. It appears that Snapchat’s advertising opportunity are effective as they allow for interaction as well as simple redirection to business webpages and products while reinforcing reliability and trust. The result of increased trust also has potential negatives, although its beneficial for business to market in such a manner, a decrease in perceived risk could cause individuals to waste money on the purchases of goods and services. If