With the creation of content becoming more daunting and the boundaries of content narrowing down to single file, the race for influencer marketing sets its sights on dominating your page, content marketers are looking for new avenues to push branding through Social Media channels.
So, if content is ranking more accordingly in terms of your close family and friends, and with recent changes to Facebook’s algorithm structure, which implements this, what platform has the potential to set your business apart? Business owners and content marketers need to ask themselves just one question…, what is the future of Content Marketing?
Snapchat has set itself apart, with its Geo filters and AI lenses, the chat platform has implemented change within the social realm. Strong contenders, setting their sights on revolutionising the way Marketing and Branding will interact with potential customers.
Your Face as Space
Marketing has seen a dramatic focus on video creation and management. People want interaction and educational samples that require little to no effort when learning about a product or service. This trend has set a wave of motion into action, most companies have set their sights on motion based content that enriches people’s lives in some manner.
We need to beg the question as Content Managers, once video has outlived its use and technology catches up to an interactive level, where will companies advertise? More importantly how will they advertise? Could we see branding pop up into filters on platforms like Snapchat? Will the obvious last frontier be explored?
The last frontier here being people’s faces. With little to no room left in a dwindling Branding and Marketing space, where adverts are no longer the order of the day and influencers providing trusted recommendations are more likely to sell your business than a high rolling targeted campaign. The world is moving forward, and so we reach a point where we need to consider the unexpected. Your face could ultimately become a Marketing and Branding space.
We look at some of the most recent Snapchat campaigns where this type of thinking has been introduced to a market, which demands this kind of guerrilla advertising. A market that not only demands it, but responds to it.
Gatorade Super Bowl Lens
The American Super Bowl, traditionally known as intense bonding time between man and couch and jampacked with football and advertisements. One of the most expensive periods to deploy television commercials in, Gatorade found a unique way around that leaving them in more of the limelight than the entire event itself.
Gatorade capitalized on the event by adding in a Geo Filter, which allowed users to dunk a virtual cooler on themselves. It was a sensational hit that saw 160 Million impressions more than the amount of people watching Super Bowl itself. Brilliant advertising that engaged with people and made them feel a part of the game whilst directly participating in a quirky experience.
Taco Bell Taco Shell Lens
Taco Bell, with ingenious creativity and simple interaction that engaged with people, came up with complete out the box thinking that was so disgusting, it was memorable. Their AI Filter literally made people’s faces into human Taco heads. The Tacos were stuffed with toppings and garnished just like the real meal from the establishment.
People were hooked and implemented at just the right time, during Ginco de Mayo, Taco Bell raised awareness around their brand and engaged with people. This promoted the business through people’s engagement, allowing for exposure and increased revenue, an indirect effect of influencer marketing that was created from a standard out the square approach.
Starbucks Frappuccino Happy Hour Geo Filter
One of the more direct uses of a Geo filter, Starbucks run a promotion called Frappuccino Happy Hour every May. The promotion allows patrons to get any Frappuccino for half price during specified time periods. The Coffee giant decided to implement a Geo Filter through Snapchat that only appeared during the Happy Hour time frame.
When anyone on Snapchat was near a Starbucks outlet the Geo Filter would pop up on screen. The clever factor here was that Starbucks recognized the fact that the filter could only populate on screens during the Happy Hour periods. This single factor echoed the fact that the deal was limited. It created awareness and drove their Happy Hour campaign, which in turn directly affected revenue during these short bursts through the limited offer appeal.
McDonald’s Geo Filters at Every Location
McDonald’s have also jumped aboard the Geo Filter express, with Geo Filters available at selected McDonald’s outlets, patrons of the unofficial food group that has flooded culture and a way of life, makes fast food so much more interactive.
The fast food giant didn’t even put much effort into their filters, a simple frame that allows you to capture your fine dining experience is all that is available here. It is a clever way to get into the market, yet they took Snapchats demographic target market a little too seriously. The reality is filters do not just speak to tweens, rather the target audience is growing and has started to rev up and create stirs in other market segments.
McDonald’s could have been testing the platforms effectiveness and there could be a bigger, bouncier Ronald McDonald very soon indeed.
American Express Small Business Saturday Geo Filter
Enduring hardships and challenges, small businesses take a beating before even seeing some sort of tangible turnover. American Express wanted to express their support for small business owners by making use of a Geo Filter that was officially launched and implemented on a Saturday morning. The Geo Filter was simple, it promoted small business initiatives and gave relevant industry rockers exposure under the American Express brand’s big umbrella.
Disneyland Geo Filter
We have all wanted that picture of our face pulling away from the collagen fibres whilst screaming and hurling through the air on a sidewinding roller coaster. Any one single image is priceless as it captures a single moment never to be repeated.
What is more important than the picture itself?
Some people would argue that it’s the memory, even though this is a viable argument in many minds, the truth is people like to be seen, being seen. Breaking this down, people like to show their active engagement in popular places. We want to show the world how cool and how in the know we really are. Disneyland capitalized on this without even blinking one of Minnie’s lushes’ lashes. The entertainment tycoon implemented a Geo Filter in theme parks. The filter allows guests visiting Disneyland to access a filter whereby you can take a photo anywhere around the park with a famous and eye catching Disneyland frame.
Cadbury “Obey Your Mouth” Lens
Cadbury had a problem, they wanted to sell their single bar chocolates to a younger target audience of 16-24 year olds. They overcame the problem by enlisting the help of a Geo Filter through Snapchat’s platform. The filter turned a user’s face into a big, shiny, golden disco ball. The campaign was a viral hit, with a reach of over 9 million views in a single day.
Big Snap News
May 2017 has marked a development, which now sees Snapchat as a vital Content Marketing platform to consider when pushing your businesses content Marketing across Social Media avenues. Snapchat has launched a self-service advertising manager, which allows businesses to buy video Snap advertisements.
Until now, businesses could only by Snap advertisements directly through the sales team or through third party ad tools. Both gateways charged a fee for services rendered and this is how the self-serve ad manager changes the Snap ad game. The service will be completely free with no mark-up involved.
The newly developed ad manager specifically has small businesses in mind. With an open interface the new extension will not exclude multimillion dollar corporations, rather it will be more effective for small businesses as opposed to the time when it was not.
Businesses seeking Snap campaigns can look forward to the roll out of the Snapchat self-service ad manager in June. Only time will tell, as the newly developed Snapchat ad manager allows for content creation but in an existing format that is tricky to navigate and use. Snapchat has a unique vertical video format coupled with a fickle tween audience. Small businesses will need to learn and adapt if they want to make the most out of the platform and create compelling adverts that effect audience interaction and drive brand engagement.
Written by: PRIO Communications and Digital Marketing