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HOW SNAPCHAT IS EVOLVING MARKETING

Snapchat is one of the most popular apps among today’s youth. What started off as a student’s university assignment has now become one of the fastest growing social media platforms, and recently, a device that it is evolving the world of marketing.

Any Snapchat user would have noticed the many new features Snapchat has introduced over the last year, giving its users even more reasons to continue snapping. However, in today's blog, I want to draw attention to three new features that have really started to change the face of marketing- particularly for the big brands.

The first one i want to discuss is its new face filters feature- which give users fun filters that morph their faces, hairstyles and add extra excitement to snaps. Many companies have now jumped aboard and partnered with Snapchat to create their own fun filters to promote their products and events. Here are two examples below. The first one shows a Mcdonald’s face filter and the second is a filter promoting the film, X-Men Apocalypse. The advantage of this that it is a very engaging form of marketing that falls into line with the interests & activities of today’s youth; users then send these snaps to their friends, spreading the promotion throughout their networks.
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The second feature that deserves addressing is the Discover tab. This is a tab on the app that gives users access to news articles and media content especially designed for Snapchat, from news, special interest and entertainment journals, such as Daily Mail, MTV, Cosmopolitan and the Discovery Channel. Although not entirely relevant to small businesses, it deserves a mention because it really gives an idea of how today’s generation want to engage with information and how this will evolve in the future.
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In final, is a feature that may be useful to small business marketing; Geofilters. Geofilters are simple photo overlays that communicate the ‘where and when’ of a snap. As shown in the photos below, they can be designed and created in visually attractive ways to help promote your brand or event, and only show up within a specific geographical location. This feature is becoming increasingly popular among small and big brands, as it is a very alternative and fun promotional tool that users will happily use. Snapchat geofilters can be created for a fee via the Snapchat website.
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So, in conclusion, Snapchat is changing the way that brands interact with their consumer and is evolving the marketing world in ways never-before-seen. It reminds us that marketing is not only about promoting a product, but also about creating unique value for consumers. I’m excited to see what new features come out next!
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