Why Snapchat Is An Important Media Company

1379 words - 6 pages

For most who don’t yet use Snapchat frequently I know the economic case feels like a stretch of the imagination because you’re caught up in the original Snapchat and I’m trying to offer a perspective about where the puck may be going. It’s up to Team Snapchat to live up to its financial expectations but I believe it certainly has the potential. I’ve heard the new media doubters before as nobody thought Google, Facebook or Twitter would ever make money.
From the business perspective you need to understand a few things about media and video in particular. The following factors matter a great deal to media: reach, immediacy, authenticity/endemic, engagement, geography and brand ...view middle of the document...

Reach matters to advertisers for an obvious reason. The people who spend the most money on reaching consumers: consumer products, car companies, food & beverage, entertainment – need to reach mass audiences and smaller channels aren’t as effective for them relative to the time to produce creative and learn how to perform in a channel.
2. Immediacy
Immediacy is tremendously important in advertising. If you’re trying to promote a film that is going to be released then controlling the “flight schedule” of your advertisement matters a great deal. In a world of time-shifted media and consumers distracted by multiple media options – being able to rely on reaching a consumer when you want to matters. That’s why live TV events are great for advertisers. But think of any product one needs to sell: cars during the buying season, politicians during elections, companies looking to clear out inventory or launch a new line, companies advertising for Christmas – many forms of advertisements rely on “immediacy” of a campaign.
And this is where the frequency of logging in for Snapchat matters. The fact that > 50% of Snapchat users tune in daily and the fact that stories disappear if not consumed helps drive this behavior. So while some people go mad that I would publish a Snapstorm (a short lesson on startup entrepreneurship) in a platform where it disappears in 24 hours – I actually love it. It creates a reason to “go now!” and that’s smart of Snapchat if they can maintain it.
Plus, Snapchat allows me to download my stories, which of course I do. And I will publish them later (reruns?) in a different venue. Ultimately Snapchat needs to build out its creator tools to make life easier for content creators but I have no doubt this will happen.
I would also point out that Snapchat is becoming one of THE places to see breaking news on video in a way that isn’t reported widely enough. I have found no better platform in a national event like the Paris bombings to see what is happening on the ground by real people. And they also are great for sports events (I watch the Eagles pregame videos from fans aggregated in one place, for example).
3. Authenticity / Endemic
The other thing that matters tremendously to advertisers is knowing that they can reach an “endemic audience,” which basically means a targeted user. Facebook crushed this because they had so much data about whom we were as users and could target us specifically with relevant ads that could be measured by engagement and refined by algorithms if we didn’t engage. Not yet completely reported but Snapchat is snapping up some really great ad technology professionals from FB and from the LA ecosystem.
But Snapchat starts with one hell of an advantage. Their core audience is already segmented heavily towards the hardest to reach demographic (young people) and one of the most important economically because they drive trends and purchasing of music, clothing, video games, movies and so forth.
4. Engagement
...

Other assignments on Why Snapchat Is An Important Media Company

Business Plan Capstone Essay

6212 words - 25 pages low. Making money is why we are in business. For us to make money it will be necessary to have repeat customers which will keep our business thriving. Using social media will let our customers know where we are on a given day. Social media works both ways, our customers can contact us on social media such as facebook to find out where we might be over a weekend. This will help us reach the goals of repeat business in the Portland/Vancouver area. We

Kamal Ismail Essay

2311 words - 10 pages consulting company, Gallup, Inc. has conducted a poll on American trust in the mass media. The result shows that the American distrust in the mass media had increased, with 60% of the respondents saying “have little or no trust in the mass media to report the news fully, accurately, and fairly” (Morales, 2012). According to Valcke, Sukosd, & Picard (2016), media pluralism is derived from the word ‘plural’, which defined as an unclear measurable

Media

461 words - 2 pages hours daily clock © Media Management Center Media Team Approach • Beyond descriptive studies – what are Beyond what the important questions to ask? the • Focusing on three main areas: – Defining audience – Audience measurement – Historical & critical perspectives © Media Management Center Media Defining media audience • What do we need to know about What audience? audience? • Who benefits from certain definitions of

Social Media

1481 words - 6 pages business plan. These regulations can be as simple as a standardized price for an item or service, to something as complex as the development of a trade agreement with another foreign country. The FTC works with the legislative branch to ensure compliance is met for all items sold, and if there are violations, there can be corrective disciplinary action taken against the perpetrator or perpetrators. That is why it is important to

Ethical Issues In Digital Media

2967 words - 12 pages thus restricting public participation in an independent system. Various governments have gone down to legislate regulations that would enable the media more independent in playing their role as the public oversight. One such area is media ownership where an individual can be given the authority to operate and manage a media company. This has compromised transparency in covering the news and important issues. Conclusion The role of the media

Media And Its Responsibilities

1441 words - 6 pages basing ones moral decisions on ones feelings or emotions, so basically how that person feels about the given situation. The media is how people normally get their information about what is going on in the world either for entertainment purposes or factual world-wide information and it is up to the specific corporation on how this news is distributed. If the owner is leaning one way about an issue than he/she will gather information about that

Letter

321 words - 2 pages Dear Mam/Sir Our Company, Widescope Media and Entertainment Network is an integrated media and entertainment company, involved in the design, creation, production, distribution & marketing of all forms of creative content and related aspects, across all media platforms. The company comes with a sheer passion to excel – Passion, which is moulded with an astute sense of proficiency and professionalism - just the right mix which ignites as the

Media

403 words - 2 pages 15 MASS MEDIA A) Types of mass media (advantages, disadvantages) B) Press media C) Radio, television A) Types of mass media (advantages, disadvantages) Mass media – an important role in the society, too powerful and influential Importance: source of information (easily available, complex, cheap) We learn about: world around us, inventions, new technologies, achievements B) Press media: newspapers, magazines and journals - Different

How Social Media Effect Society

907 words - 4 pages million worldwide use social media, even the kids now a day use it in some way. Mostly social media is used for businesses. Social media is done by an individual or groups of individuals for a product or service. Also is used for non- profits as well as political awareness or personal interest. According to the book authors Casebier, Allan, and Janet J. Casebier.“Social Responsibilities of the mass media”. Print. Page xiii. They said that

Unit 1 Assignment 1

809 words - 4 pages of products and company news. This option would require the less amount of funds and man power, due to the fact that mostly everyone in this era that we live in owns an email address. Having a few social media pages would also be beneficial to us, this would allow us to get the company recognized by more than just the group of people we traditionally deal with. Johnson Company is one of the world best providers of networking

Coors Case Study

528 words - 3 pages against the allegations of racism, sexism, and other biases. If Coors were to refuse an interview it may look like they have something to hide or and it could to the company being judged more harshly. A company’s image in the media can make or break them. Therefore it is important for Coors to have a positive relationship with the media and feel comfortable granting them interviews in order to present the company in the best light possible. John 16

Similar Documents

Why College Education Is Important To Me

705 words - 3 pages “Why college education is important to me”. By Janelle D. Crichlow EN110 Achieving Academic Excellence Ashworth College A college degree is important for a variety of reasons for both the young and the old, namely to develop or improve one’s trade skills, to experience different cultures and to increase one’s educational background in order to attain a higher paying job. For me, a college degree is important because it will help me to

Why Has The Commission Insisted On Training For The Whole Company When The Problem Is Clearly Only Mr. Pettipas? Elaborate?

279 words - 2 pages b/ for the type of training envisioned ,what are the learning objective? Write these objectives in complete from . An effective objective contains thee parts : 1/Desired behaviors is what the trainee is expected to be able to do 2/ Conditions what help /environment trainees will have when performing the expected behavior 3/ standards what will be required to be successful learning objective should be developed for reaction to

Technology: Good Vs Evil Essay

2095 words - 9 pages to the finale; time for a good morning selfie to post on my Snapchat story, but first I better go shower and make sure I look good. This tends to be the typical morning of a teenager in today’s society, give or take a few social media apps. Is this good or is it bad? Well the answer to that question will depend on who you ask. To some it is an atrocity, and they believe that to do all that the person has to have an addiction. People who use the

Khurram Essay

2092 words - 9 pages top 5% is capturing an increasingly greater portion of the pie while the bottom 95% is clearly losing ground, and the highly touted American middle class is disappearing”. Klotzer claims that the media intentionally ignore these facts (Klotzer, 2004). The benefits of media globalization may make it difficult to see these consequences, which are often subversive. After all, why should the media inform us about the negative effects of their