To really sweeten the deal, Snap Inc., the app’s parent company, said that each Snap shared via those buttons will contain a custom-branded sticker or GIF, attached with a link to drive content back to the original site. The Creative Kit also enables publishers and brands to add “Share to Snapchat” buttons to their websites (on both mobile and desktop), allowing Snapchatters to easily share content via the app. Snapchat most recently announced its Creative Kit in October of this year, which allows its users to share media from outside applications to Snap. Snapchat has also introduced share buttons, which serve to make it easier for publishers to drive traffic back to their own site from Snapchat directly. For publishers that are on Snapchat Discover, the revenue sharing system from ads drives the majority of their profits. A recent Digiday survey found that 65% of publishers consider Snapchat a significant revenue driver. Although the Snapchat user base isn’t growing quite as rapidly as it once was, it still puts up a good competition for other apps like TikTok (however TikTok has not yet introduced a way for publishers to make money on its app). Publishers such as Whistle, Group Nine, and many others are seeing their audiences grow and gaining quite a profit from Snapchat. This is a key difference from the sourcing that publishers can do on Instagram or Twitter, but despite the lack of communication or attribution, participants have reported that it’s a significant and profitable tool for storytelling. It’s important to note that publishers cannot actually see who submitted the public post, which also means that they cannot communicate with them. Additionally, with content sourced and supplied by Snapchat, utilizing this platform can also be more cost-efficient for publishers who don’t have a team of writers, designers, or animators. Similarly to TikTok, if you’re trying to engage a younger audience, Snapchat can be a potential goldmine, as more than 60% of its total audience is under 25 years old. A COS edition on “Flips” (literally people filming themselves doing flips) received 35.2 million total views, 3.4 million unique views and 100,300 subscribers. COS’s can deliver you a viewership in the hundreds of thousands, and have even been reported to garner numbers ranging from 10-20 million views! Apart from viewership, it’s also important to measure the subscribers you can gain from your stories. For example, Wave, a sports media company, created themed editions around certain popular activities like yelling “Kobe” when you make something into the trash can. Keep in mind that Curated Our Stories aren’t only for breaking news! You can use this tool for lifestyle or comedic content, or even fun challenges. Although CNN did not provide exact viewership numbers, it said its various editions range from 5 million to 20 million viewers. We knew it would be such a story this audience that so key on visuals,” said director of social discovery, Justin Lear, at CNN. “What was so key for Notre Dame is we got it up really quickly. The social discovery team at CNN was able to leverage 16 different user videos showing distinct perspectives of the fire, and were then able to add additional detail such as text and graphics to fully describe the scene. This tool gives publishers access to users’ posts to make their own curated live stories, for example CNN used this feature to cover the fire at the Notre Dame Cathedral. Since the impressive turnaround, Snapchat has been introducing new tools to help publishers increase their viewership such as Curated Our Stories (COS). On top of that, their share prices have actually tripled since the beginning of the year, according to TechCrunch. It’s also estimated that Snapchat would reach 297.7 million monthly active users by the end of this year. However, in the last year and a half since the drastic interface changes, Snapchat’s global user growth has actually exceeded expectations! Don’t believe me? TechCrunch reported that Snapchat has apparently added 7 million new daily active users in just the third quarter alone, bringing their daily active user base to 210 million (compared to the 166 million they IPO’d in 2014). The change was so disruptive that even Kylie Jenner took to Twitter to admit she no longer was using Snapchat, resulting in a loss of $1.3 billion from the company’s market value (6% decrease to their stock price). Many of us remember the dreaded Snapchat update back in 2018 when they announced the redesign to the layout of the app, immensely confusing the majority of their users.
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