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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Potential of Snapchat in brand promotion

Snapchat is an app through which you send snaps from your life

12/05/2016
in Opinion
3 min read
Potential of Snapchat in brand promotion

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Sara Morić, Junior Community Manager, DIALOG komunikacije

Across the Internet you can recently hear ever more mentions of Snapchat. And the wider audience, even professional audience, often doesn’t know what it exactly is, or thinks that it’s used only by teenagers. But many talked the same way about other social networks before Snapchat.

The following is a brief explanation of what Snapchat is and why it reached stellar popularity despite the fact that a large number of social networks already existed in 2013, when this app appeared. Snapchat is an app through which you send snaps from your life. This can be in the form of messages, videos or pictures. Now you might be wandering what’s the difference from applications such as WhatsApp. The thing is that Snapchat is a live app, meaning that anything you send you send from the spot. There’s no sending of selfies made after fifty attempts, or filtered photos from the trip. What is happening is what is being sent. I have to mention one interesting little thing, because of which Snapchat is often associated with sending explicit images. The app is set up so that each snap self-destroys after being viewed. This is a component of Snapchat, similar to private messengers, which is not important for brands.

Snapchat and brands

Given that you can set up open profiles that anyone can follow, a number of brands has used it and made their own Snapchat accounts. One other component of the app however is far more important for brands – Story. Story is an option that allows you not to send a snap only to certain people, but to put it into your daily story, so that it’s available to all your followers for 24 hours. This means that brands can communicate through Story with their followers with live photos or short videos which give a much more personal feel than Facebook and Instagram communication, and through which they can tell a story, present employees, announce news, and even do a campaign. Recent change to Snapchat is that now Stories connect one after the other. SO, if a person usually looks a Story of their friends, Snapchat will automatically switch them from one Story to another. Of course, they can be skipped, but still the first few seconds are shown. That’s why it’s important that what is shown in the first few seconds is compelling, interesting and made to attract a person to see the whole Story.

Teen Vogue and Amandla Stenberg

At the beginning of the year, the star of Hunger Games, Amandla Stenberg talked about the empowerment of black women and came out as a bisexual. It happened on Snapchat of Teen Vogue. Amandla is known for her quarrel with Kylie Jenner on Instagram regarding the appropriation of the black ways of wearing braids, and was therefore a logical choice for the promotion of the magazine directed towards teenage girls. Although rather difficult case to be recognized, Amandla teamed up with Teen Vogue and for one day took over their Snapchat account and posted for them. The method is known as the Influencer Takeover and is often used to promote a brand, or rather their social networks.

Audi and Super Bowl XLVIII

Car maker Audi took the win at Super Bowl in 2014 after teaming up with the satirical portal The Onion. This campaign was created with the aim of connecting Audi with Millennials on Snapchat. They shared stock images with humorous titles of typical situations that occur in homes of Super Bowl viewers during the game. Although the campaign was very simple, by taking over the work principle of The Onion they generated 100k+ views and over 37 million impressions on social media.

These are just a few examples of successful campaigns that brands have led to increase presence on social networks, specifically on Snapchat. Now we are left to wait to see if we will soon see similar creative campaigns in our region, especially from brands whose target audience are teens and Millennials.

Tags: OpinionSNAPCHAT
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