A tool that has not always been used to its full potential is marketers and social media influencers using the photo-sharing app, Snapchat to the best of its ability. While Snapchat is often viewed as a social media platform for people to share photos knowing that they will disappear, there has been a struggle for companies and social influencers to curate content for the app. This new feature is added will positively influence the app and how users and consumers interact with it. This new feature that Snapchat announced will target “Back to School” ads for students as well as their parents and feature shop links. This will appear after users have watched a number of Snap videos from their “Friends” on the app and will also appear in a featured content category where people can discover popular and trending content.
This new feature will allow users to have direct links to products and will feature ads that are being directly targeted to the children as well as the parents in an effective way. After trying out this new feature on the app their conversion rates were around 94% positive and this demonstrated what an effective and positive strategy this is.
While using Snapchat might not be for all influencers and brands it could be extremely beneficial for some companies and manufacturers. Offering a “Back to School” checklist and allowing people to see the product while on the app and share it with other users that they are friends with in addition to the parents who will be purchasing these items is a game-changer for the app. Certainly not every business or influencer needs to add Snapchat to their list of social media platforms that they use but it is a good note to keep in mind when targeting younger audiences and when trying to find new ways to appeal to them directly that don’t come off forced.