3 Examples of Brands Positioning Ads for Snapchat nikhil sharma gravity4 nik sharma

Are you fired up by Snapchat? You’re not alone. As of now, there are 6 billion daily video views, 8,796 photos shared every second (WTF!) and over 100 million active daily users. It’s obvious that Snapchat has quickly become the social platform to watch, and to be on.

For years, marketers have known that Facebook’s demographic is trending upward in terms of age. Younger social media users are starting to use Snapchat instead. An Ipsos/Battery Ventures poll found that only 65% of 20 to 25 year olds have a Snapchat account, compared to only 27% of 31 to 35 year olds.

It’s no secret that many youths are disillusioned by traditional advertising. It doesn’t resonate with them. Advertisers aiming to reach the younger generation are paying close attention to using the Snapchat platform as an attention getter.

Here are 3 examples of brands positioning their ads for Snapchat:

1. Taco Bell

Taco Bell has jumped in head first to Snapchat by targeting influencers to promote and support new menu items.

The fast food giant teamed up with Shonduras, an avid cereal lover on Snapchat with thousands of followers. Shonduras started his usual stunts of promoting a cereal of the day. In this case, it was Cap’n Crunch Berry Delight. As his followers watched, they saw Shonduras drop into the Taco Bell official test kitchen where he said, “That’s right, Cap’n Crunch Berry Delights are a real thing. They come out tomorrow and I’m going to try to make the first batch.”

If followers wanted to see Shonduras make the first batch, they’d have to switch over to Taco Bell’s account and see what happened next. By targeting an established influencer, Taco Bell was able to get a youthful audience (the people most likely to try their new dessert) excited for the release.

2. Coca-Cola

Coca-Cola is well-known for inspiring happiness in their marketing. In a recent Snapchat promotion, the creative team focused on happiness with food.

Coca-Cola wanted to spark appetite for their soft drink by pairing the beverage with another delicious food item likely to be consumed by a younger crowd. No meat and potatoes here. To take advantage of Snapchat’s vertical framing, they opted for stackable foods, such as sandwiches. These foods continued to grow as the video scrolled up making it more exciting for viewers to watch.

3. Pivot

Pivot, a TV network targeting an audience under 25, released a new TV show called, “Please Like Me.” To promote the show, the TV network knew it needed to tap into the Snapchat crowd.

Pivot reached out to Buzzfeed, a popular publisher among their audience. They put together short clips of the show infused with creative elements akin to Snapchat’s environment. The publisher created several versions of the creative to keep it fresh. Their goal was to spark interest. They knew that by rotating the same clips throughout, they would bore the young audience and they’d lose interest.

Are You on Snapchat?

You cannot ignore Snapchat if your brand has a goal of reaching anyone under the age of 25. This is the social network of the younger generation. With a new API on the horizon, it’s time to start planning your Snapchat strategy now.