Written By: Nicole Tremblay
Social media has quickly transitioned from merely a way for people to interact with their peers and keep people updated on their lives, to ways that brands and businesses can not only keep in touch with their consumers, but engage in a new way of media and advertising.
The chapters discussed this past week in class focused on utilizing social media platforms such as Facebook and Twitter to reach out to the known consumers of a brand, and also to other potential consumers. This can be done through posts that may not always have something directly to do with your usual reach. This is a great way that social media can be taken and expanded beyond just posting basic promotional information to engage consumers, because then there is really no way to grow.
Companies and brands have gotten so good at utilizing Facebook and Twitter, that the platforms themselves have expanded beyond what they were originally intended for. Facebook went public in 2012 and did extremely well on the exchange, while Twitter went public in 2013 and, in a way, flopped in comparison. The next social media platform to take the leap into being traded is Snapchat. Snapchat is growing beyond just sending funny filtered pictures to friends. Now that companies and organizations have snapchats as well as several companies like Cosmo, BuzzFeed, MTV, and People having daily discover pages are entirely new ways to interact with consumers like never before. In the expansion of this platform, the main concern is that there is success like that of Facebook and avoidance of going down the same path Twitter did.
When researching the Snapchat initial public offering, there were articles that highlighted some of the challenges that it will have to overcome that I think are relevant to this course because they can be applied to all media strategies of different brands.
One main issue to overcome would be the consistent need to ensure that the brand keeps expanding. This is an issue that Twitter faced once investors were involved. There is always a pressure to make sure that a company or brand is moving in the upwards direction, but Snapchat will now have more of a push to go beyond its 158 million global daily users. While this push may be intimidating and hard to reach I think that it is important for all brands to have a goal or a somewhat stressful feat to keep them motivated to stay up to date on the recent trends and to always try new things outside their usual tactics to attract new audiences.
Another main challenge that they will have to overcome is avoiding ad fatigue. A study showed that more than 60 percent of Snapchat users skip ads. Since the app will be viewed on a larger scale, this may become an issue. As discussed in the chapters regarding advertisements on social media, this ties into the idea that social media posts can’t be used to over-advertise, but still use tactics to reach out to consumers. It is definitely difficult for businesses to find the correct balance between the two sides, but once reached the benefits can really show in the success of a company.
While these are just some of the obstacles that Snapchat will need to face in becoming public, I think that these are applicable to what we have discussed in class. Moving past traditional uses of media in advertising and keeping things updated and interesting within brands is necessary in order to maximize success.