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While many big ad spenders have jumped onto the Snapchat, there is much inertia in content creation from brands on this much-hyped platform.
Among the 427 brands across nine industry verticals surveyed by research firm L2 in its 2017 report, 64 percent of them set up a presence on Snapchat between January and October of last year. But as of last October, only 67 percent of those were active, snapping at least once a month. In comparison, the average brand posts on Instagram about nine times a week (almost 30 times a month), and most brands post on Twitter multiple times a day for customer service purposes. Even Facebook, where post frequency has slowed, brands are still posting at least one to three times per week, according to Taylor Malmsheimer, senior associate for L2.
“The reason that post frequency remains low and sporadic on Snapchat is that many brands lack the internal teams or budgets to produce the volume of content necessary on Snapchat,” said Malmsheimer.
From a creative perspective, Snapchat features like vertical format, text overlay and geofilters are new to the industry. Storytelling on the platform requires “a whole range of human emotions and more thought,” while on Instagram, Facebook, Twitter and Pinterest, advertisers can simply post an image, noted Rob Schipul, svp of social and content systems for agency Arnold Worldwide.
Ad budget is another hurdle. Snapchat’s ephemeral nature makes it difficult for brands to justify the internal teams and resource allocation needed to produce platform-specific content, explained L2’s Malmsheimer.
But the low activity rate doesn’t mean that Snapchat has no value for brands. After all, the platform has 150 million daily active users globally. Sometimes, for brands, it’s just a matter of cracking the required workflow.