May. 19, 2016
BY Kareen Sarhane
You may have brushed it off as a silly app your teenager uses to make face-swapping videos, but soon, that silly app may be worth over $20 billion (that’s twenty BILLION dollars). With over 100 million daily users (and counting) and over 10 billion views each day, there’s a reason Snapchat has caught the attention of users, investors and marketers alike. It has contributed to a fundamental shift in how we communicate and observe the world around us. Conversations are started and conducted entirely through photos and videos, pushing Facebook to the way-side to be more of a utility platform. It has made the world seem a little bit smaller, with live streams of user-generated snaps from global cities making you feel like you have friends all over the world. Users everywhere follow influencers to tune into the latest beauty tips, get a real-time behind the scenes look at Red Carpet events, or to be taken along on a travel adventure. Average users, without an Instagram husband or a desire to have their entire social history forever etched into the databases of foreign servers, are finding solace in a tool that finally allows them to share their moments in a fun, dead simple way without worrying about Like counts or being haunted by an inappropriate share down the road.
Consider this a prediction: soon, everyone (even your grandmother!) will be using Snapchat. Okay, granny snaps may be a stretch, but it’s very possible that in the near future the app will become your customers’ primary tool for social sharing. Will you be ready to reach them there? In order to make an impact on Snapchat, brands have to speak in a way that’s in sync with the platform and behave like the audience they are trying to reach. It’s a significant challenge, but an exciting one!