If you are asking yourself what the partnership of Millward Brown Digital and Snapchat means, then the answer is simple and unsurprising.The world’s leading digital experts have announced at the beginning of January that they have partnered with Snapchat to provide the first ever analysis of advertising on this very popular social platform. The digital marketing circle is getting bigger and they’re using all the possible tools to get as many social users as they can on the same side as big brands.
Snapchat allows users to add captions, drawings, and filters to their photos and videos known as “snaps.” They represent the greatest existential threat to Facebook since it launched in 2011. In 2014, Forbes estimated that 50 million people currently use this popular social media network, and since then, this number has been rapidly growing. The age range of the typical Snapchat user is between 18 to 30 years old.
Millward Brown Digital, a leading market research company, took the initiative to measure the first six advertising campaigns to appear on Snapchat. There have been two distinct formats, the first being “Brand Story.” Each story is comprised of up to 20 seconds of an advertisers’ content within Snapchat’s platform. This worked well for releases such as NBC Universal’s “Ouija” or Electronic Art’s “Dragon Age” video game series. The second format is “Snapchat Our Stories,” a collection of user-generated content based on location. Major events like the American Music Awards or the Macy’s Day Thanksgiving parade used this strategy.
What’s particularly great about this second format is its ability to use a local event, allow users to interact with it to create personalized content, and then share it with Snapchatters from all over the world–and these campaigns have proven successful. Millward’s analysis shows that 60% of “Our Stories” and 44% of “Brand Stories” viewers enjoyed these ads.
As Stephen DiMarco, President of Millward Brown Digital, recently said, “Marketers want to know that they are pairing engaging, relevant content with the right audience, and driving real results from their advertising spend. We are delighted to be partnering with Snapchat to quantify the impact of advertising on its platform and help marketers gain value from their marketing investments.”
My advice to you is never forget the six advantages of advertising on Snapchat: 1) It’s a perfect tool to deliver a call to action; 2) it delivers offers and coupons of brands in a couple of seconds; 3) clients can gain new followers with the help of giveaways; 4) brands can promote products to customers; 5) you may post teasers about new product launchings; and the favourite one, 6) with a couple of photos or short videos, brand can tell the story about product or event.