©2013 Blue Hill Research. All Rights Reserved. ©2013 Blue Hill Research. All Rights Reserved.

The Rising Ephemeral Social Media Tide

James Haight, Research Analyst, Blue Hill Research

©2013 Blue Hill Research. All Rights Reserved.

The Issue

• It doesn’t matter if Snapchat succeeds or fails, the new age of social media is here and marketers need to prepare.

• Savvy companies will recognize that Snapchat is blazing a path for the new age of messaging tools

What’s the Fuss?Snapchat reportedly turned down an

offer from Facebook for $3 billion. This sparked conversations about the

legitimacy of the valuation and viability of Snapchat

©2013 Blue Hill Research. All Rights Reserved.

Driving Forces

The millennial generation grew up in a world where every interaction is documented for friends on social networks, but every picture may have long-term consequences.

Millennials are caught between two dueling forces:1. A social life revolving around sharing and

messaging; and2. The ramifications of a permanent paper trail.

What does it do?Snapchat lets you send a picture message (which can contain text and drawings)

to a select group of friends. These messages are erased from the sender

and receiver’s phone in 10 seconds or less

Snapchat’s meteoric rise should come as no surprise given it’s ideal positioning to take advantage of opposing influences on the

millennial generation

©2013 Blue Hill Research. All Rights Reserved.

Snapchat’s Popularity

Snapchat has experienced widespread popularity since its founding in September 2011

• Estimates place Snapchat’s user base at ~36 million

• Snapchat has released that it currently processes over 400 million “snaps” per day

©2013 Blue Hill Research. All Rights Reserved.

It’s a Party

Many players are moving into the space each with their own spin on perceived privacy

©2013 Blue Hill Research. All Rights Reserved.

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