Snapchat, Should Your Business Be There?
If you’re like many people (including me sometimes), you’ve become dubious about new social platforms that seem to be popping up fairly regularly. Why not just stick to Facebook with its massive user base, or Twitter with its short-form messaging and customer service uses, or Pinterest and maybe Instagram for visual-based posts?
There are good reasons to explore continually, and often to adopt the new platforms. Case in point: Snapchat. I, like many others, have viewed Snapchat as a teenage fad used primarily for youngsters who want to be able to post questionable messages and images to their friends and have them disappear forever after seconds. That may have been the case in the beginning, but now Snapchat is where your business should be. Why? Stick with me.
Seniors Die, Young People Buy
A bit crass perhaps, but true nonetheless. To take it a step further, old technology dies, or at least morphs into newer versions. Take Facebook for instance. Yes, it has far more active users than any other social platform, but young people are fleeing in massive droves. It’s still a primary force in business marketing, but you won’t reach the next generation of your audience there anymore. Just their parents and grandparents.
Snapchat has now reached more than 1 million active users, with more than 10 billion videos viewed every day. It has also overtaken Instagram for time spent within the app. The problem with many of us is that we try too hard to figure out why people would use something like this and what the real purpose is. In the meantime, the younger generation is just using it. While we’re analysing the ‘why’ of the matter, we’re missing out on a tremendous opportunity. If you want a reason for ‘why’, just accept that Snapchat was built for mobile rather than adapted to mobile like almost every other social platform – then move on and jump in.
Snapchat is Evolving Quickly
Snapchat is growing just as fast as Facebook did in the early days, and it’s also adapting very quickly to that growth. Techcrunch saw and understood this several months ago when Snapchat 2.0 was released, adding tonnes of new features. As they put it, “Photos that self-destruct in 10 seconds aren’t even the point of Snapchat anymore. With today’s launch of Snapchat 2.0, Snapchat wants to BE your phone.”
Huh? BE your phone? Yep. Think about this – you use your phone for what? Phone calls, text messages, social media (Twitter, Facebook, Instagram), picture messages, video messages, video chats, etc. Snapchat now does ALL of these things and more, and it does them better than each of the individual apps and seamlessly switches between each function midstream. With the rise of messaging app chatbots added to the equation, Snapchat could be just about the only app anyone opens in the future.
Another point to ponder – Facebook tried to acquire Snapchat for $3 billion, and Snapchat turned the offer down. Facebook desperately wants to be the cool kid on the block again, but Snapchat is currently holding that crown with an iron fist. If Zuckerberg and company think Snapchat is worth $3 billion, isn’t that enough of a clue that your business should be jumping on the Snapchat train as soon as possible?
Even more compelling, Snapchat is only now reaching the end of the early adopter stage, which means it’s nowhere near reaching critical mass yet. That also means that you still have time to find a good seat on the train, which you should do right away.