Teen - 25 yrs
So every year we attempt to look at digital marketing trends in the Wabash Valley. In part one we will attempt to look at marketing to teens through 25 year olds. As many of you are aware this group is very quick to adapt new digital technology, they are impatient and like some sort of instant gratification. It is no surprise to know that the top social media platforms for this group are Instragram and Snapchat. I will go through each one and discuss how businesses are using these platforms to reach their key clients.
What is Snapchat?
Snapchat is a photo messaging application ("app") developed by Evan Spiegel and Robert Murphy, then Stanford University students. Using the application, users can take photos, record videos, add text and drawings, and send them to a controlled list of recipients. These sent photographs and videos are known as "Snaps". Users set a time limit for how long recipients can view their Snaps (as of April 2014, the range is from 1 to 10 seconds), after which they will be hidden from the recipient's device and deleted from Snapchat's servers. According to Snapchat in May 2014, the app's users were sending 700 million photos and videos per day, while Snapchat Stories content was being viewed 500 million times per day.
The application's main demographic consists of users between 13 and 23 years of age, with a growing 40-years-and-over user base identified in October 2012. Snapchat is often used to send self-portraits, called "selfies," and 30 percent of Snaps are sent to groups. 80 percent of Snapchat's users are located in the U.S.
How can business use this?
Brands can set up profiles on the network and add users as friends, who opt into the brand's messages by accepting. Some of the early adopters to Snapchat have been McDonalds and TacoBell. In some early tests these outlets have created accounts and then put together short videos or images to promote their food products. These video's or images can be added to the user's storyboard and are viewable for 24 hours of replay. In an interview a 15 year old described Snapchat like this, " Because it's more instantaneous and personalized. I have over 1,000 Facebook friends, so most of the time, I don't really care about looking through my feed. With Snapchat, I know everyone I'm friends with personally, so looking at their stories is funny/interesting to me."
What is Instagram?
Instagram was created by Kevin Systrom and Mike Krieger and launched in October 2010. The service rapidly gained popularity, with over 100 million active users as of April 2012. The service was acquired by Facebook in April 2012 for approximately US$1 billion in cash and stock. In 2013, Instagram grew by 23%, while Facebook, as the mother company, only grew by 3%.
The applications main demographic in the Wabash Valley is between 12 - 25, however a growing number of the 25-40 demographic are joining the service. Over 90% of the 150 million people on Instagram are under the age of 35, which makes it an attractive platform for many apparel, entertainment, and media brands focused on the 18 to 34-year-old age bracket.
How can business use this?
Similar to Snapchat, this social media platform is simple to use and a great way to quickly create images of product or services. In essence businesses can create mini commercials and publish into their Instagram feeds. Additionally the service allows users to push content to a Facebook or Twitter feed for further customer engagement.
What to know more?
I will be giving a short hour presentation with the Terre Haute Chamber of Commerce on May 13th from 9:00 - 10:00. The presentation will look at these technologies and show you how to use them. You can register here.