SnapchatThe Disappearing Social

Network That Isn’t Going

Anywhere

Adam GausepohlPopShorts Creative Director

@adamgausepohl

A Social Advertainment Agency

Social Advertainment (noun)

Appealing to the audience by engaging them using

entertaining branded content or brand clips that are

specifically designed for social distribution.

We help brands create engaging and compelling stories

that are consistent across social platforms and screens.

Cyrene Quiamco

• Snapchat artist & story teller

• Owns and operates the11thsecond.com, a site for all things Snapchat.

• Prefers to draw on her LG G2

Fun Fact: Doesn’t like to eat veggies

Snapchat Thought Leaders

Connor Kelpin

• Snapchat artist

• Specializes in portraits and intricate Snapchat drawings

• Prefers to draw on his iPad

Fun Fact: Connor can solve a Rubik’s Cube in under 60 seconds

Snapchat by the numbers

• 100M+ MAU (Mashable)

• 1 billion story views daily (Business Insider)

• 760M+ Snaps per day (Business Insider)

• 70% of Snapchat users are

women (WSJ)

• 18% penetration amongst

US social media users (eMarketer)

• 71% of Snapchat users are

under 25 years old. (Adweek)

Digging deeper into college love for Snapchat (via Sumpto)

Why do teens love Snapchat?

“There aren't likes you have to worry about or

comments—it’s all taken away. Snapchat has a lot

less social pressure attached to it.” – Andrew Watts, 19

I highly recommend reading his entire article titled A Teenager’s View on Social Media. Written by an actual teen.

https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6

When a teenage girl attends a party, here’s how they

use Snapchat, Facebook and Instagram to document it:

You post yourself getting ready for the party, going to the party, having fun at the

party, leaving at the end of the party, and waking up the morning after the party.

You post the cute, posed pictures you took with your friends at the party with a few

candids (definitely no alcohol in these photos).

You pick the cutest one of the bunch to post to your network.

Polling the audience

1) How many of you use Snapchat, for personal use? Monthly? Weekly? Daily?

2) How about as a brand?

3) As a brand, does it concern you that content disappears?

4) What are the biggest challenges Snapchat poses to you as a brand?

5) How many of you would have sold out to Mark Zuckerberg for $3B?

Problems with Snapchat, and how you can solve them.

Problem: It’s hard to build a large following with disappearing content.

Problems with Snapchat, and how you can solve them.

Problem: It’s hard to build a large following with disappearing content.

Solution: Plan out your Snapchat stories, then cross-promote them heavily on your other

social channels.

And save your Snaps! Post one of the best Snaps (or a collage of Snaps) to Instagram,

or Tumblr, or make a video of your stories and share them to YouTube.

Problem: No clickable links makes it hard to prove an ROI or track success.

Problems with Snapchat, and how you can solve them.

Problem: No clickable links makes it hard to prove an ROI or track success.

Solution: You can try providing Snapchat-only promo codes to see if they convert for

you. Also keep an eye on what percentage of people complete your stories and see

where people are dropping off.

Problems with Snapchat, and how you can solve them.

Drop-off

- 31.31%

- 1.49%

- 2.76%

- 1.43%

Problems with Snapchat, and how you can solve them.

Problem: Minimum spend is $750k per day to advertise with Snapchat.

Problems with Snapchat, and how you can solve them.

Problem: Minimum spend is $750k per day to advertise with Snapchat.

Solution: Work with influencers. They can help you reach millions of engaged Snapchat

users with a manageable budget.

Snapchat Campaign Possibilities

Earn a base level of followers and announce your presence on Snapchat in style.

Challenge: Walt Disney World wanted to join the Snapchat

conversation in a magical way.

Solution: Disney brought in Snapchat artists and influencers MPlatco and Shonduras to

live Snap for a full 24 hours from within the Walt Disney parks. Disney promoted the

Snapchat campaign across all of their social media properties and blogs.

Launching Your Snapchat Presence / Account Takeover

Launching Your Snapchat Presence / Account Takeover

Earn a base level of followers and announce your presence on Snapchat in style.

Results: Fans bought in, with Walt Disney World gaining over 50k

followers in just 24 hours. The response on Twitter was

overwhelmingly positive.

Challenge: The MLS wanted to raise their social profile during the

playoffs and raise awareness around the teams battling for the MLS Cup.

Solution: Each week of the playoffs the MLS held a special “Snap Off” between two

popular Snapchat artists, where their fans would screen capture their favorite drawing to

vote for the winner. The winner would then take on a new artist the following week.

Snapchat Voting / Polls

Snapchat lets you see how many of your fans screen capture each snap, allowing you to

host a vote on Snapchat where users simply screen capture a snap to place their “vote”.

MPlatco Vs EMGarber

Results: Thousands

of users took part

each week by screen

capturing their

favorite drawings.

Challenge: The Voice wanted to do something special for their fans on

Valentine’s Day.

Solution: We created a 24-hour Snapchat story where

fans could request one of the four celebrity judges to be

their #VoiceValentine, and they would receive a special

Valentine’s Day snap back from their crush.

Fan Engagement / Interaction

Snapchat stories allow for timely engagement, making it perfect for holiday campaigns,

special events, movie or product launches, etc.

Results: Over 7,000 fans

submitted snaps to request

their #VoiceValentine.

Challenge: Create a highly engaging Snapchat campaign to

promote the launch of the film Kingsman: The Secret Service

High Impact / Mass Reach

It’s important to provide entertainment value on Snapchat to keep your audience’s

attention and deliver a lasting impact with your campaign.

Solution: Snapchat stories from 4 influencers with original Snap Art by Snapchat artists.

Results: Over 6.1M

story views were

recorded, with an

average story

completion rate of 92%.

Over 4k snaps were

received from fans

drawing themselves as

a Kingsman spy.

No Client. For fun example by CyreneQ.

Results: A ridiculously impressive 98%

story completion rate.

Creative / Clever / Fun

Get creative. Your audience will appreciate it.

Key Takeaways For Campaigns

- Be authentic.

- Create content specifically for Snapchat.

- Provide entertainment value to your audience.

- Cross-promote. Cross-promote. Cross-promote.

- Interact with your fans. Open their snaps and reply; don’t leave them hanging.

- Get creative. Give your fans a reason to want to watch your stories.

- Have fun with it. Snapchat doesn’t require perfection.

Enough talking.

Let’s get Snapping.