The Evolution of Snapchat: A Trailblazer in Mobile Marketing and AR Innovation
Snapchat has come a long way from its origins as a platform for fun photo and video filters. In recent years, it has positioned itself as a leader in mobile marketing, offering a unique and authentic space for both users and advertisers.
According to Snapchat UK Business Solutions Director, Fintan Gillespie, the platform was designed to be different from traditional social media. Instead of focusing on building a following or competing for likes, Snapchat prioritizes visual expression with friends through the camera, rather than a newsfeed.
With a reach of 90% of 13-24 year olds in over 20 countries, Snapchat provides advertisers with the opportunity to target their ads based on key viewer demographics such as age, gender, location, interests, and behavior. The platform has evolved over the years, offering a range of tools and features to help marketers effectively engage with the audience and drive customer KPIs.
One of Snapchat’s standout features is its augmented reality (AR) capabilities, which have revolutionized advertising by enabling interactive AR experiences. Brands like Deliveroo, Rimmel, Asos, and JD Sports have leveraged AR to engage users and build deeper connections with their audience.
Gillespie highlights the impact of AR try-on features, powered by AI, which provide users with immersive experiences like trying on virtual clothing. This not only enhances consumer engagement but also drives business results for advertisers.
In terms of safety and privacy, Snapchat has rolled out new updates to its parental control and supervision tools, ensuring a safe and secure environment for users and advertisers alike. The platform’s commitment to preventing the spread of harmful content and moderating public content surfaces underscores its dedication to safety.
Snapchat’s unique feature of disappearing content aligns with real-world conversations, making online interactions feel more human and grounded in the present moment. This authenticity and lack of pressure to be perfect make Snapchatters more receptive to ads, benefiting marketers.
Looking ahead, Gillespie predicts that AI will play a significant role in mobile marketing trends in 2023. AI-powered personalized experiences and advanced AR experiences will continue to evolve, with creators expected to experiment with AI tools for content creation and data analysis.
As marketers face pressure to demonstrate ROI, multi-touch attribution solutions will become more important, particularly in the ecommerce space. Understanding the value of different customer touch-points will be crucial for driving sales and conversions.
Overall, Snapchat’s innovative approach to mobile marketing, commitment to safety, and embrace of emerging technologies like AI and AR position it as a trailblazer in the industry, offering a unique and engaging platform for users and advertisers alike.
