Debunking the Top 7 Snapchat Misconceptions

If you’ve ever wondered, “what’s Snapchat?” don’t be discouraged. And if you think you are already a non-believer, let’s see if we can change your mind.

As early adopters, we are both big fans of the social media app Snapchat for personal and business use. Keep reading as we share seven common misconceptions about the app and reveal why it might be a good fit for your brand.

1. It’s Just Another Social Media App

Non-snappers might describe Snapchat as a head-scratching phenomenon where teens post vanishing photographs. But it really is more than just that. Snapchat is a must-have live photo and video messaging social app that is not an imitation of other social platforms such as Facebook or Instagram. It allows users to be the creative extension of their own personal brand. In a world that is obsessed with reality TV, it provides a platform for us to create our own shows, watch and share stories with others every day. The app also allows for analytics to quench the thirst of the self-absorbed generation who craves attention 24 hours a day. And if that’s not enough, users can engage in two-way communication via video calling, voice calls, comments, stickers and more. Snapchat is the fastest growing social app and a force to be reckoned with.

2. Snapchat is Only for Teenagers

False! Yes, teens made this app what it is today because it’s tailored to their behaviors and attention span. But, guess what? Those teens from five years ago are not teens anymore. And they convinced their siblings, parents, cousins, aunts and uncles to jump on the bandwagon along the way. Today, more than 100 million people use Snapchat. Yes, that’s a lot of zeros! Over 60 percent of users are creating content daily. And 71 percent of all Snapchat users are ... drumroll please ... between 18 and 34 years old now, which debunks the myth that its users are only teenagers. Brands need to be where the consumers are, and they are on Snapchat for 20-30 minutes per day. A Nielsen study commissioned by Snapchat (and also used in its advertising pitch) showed that Snapchat reaches 41 percent of all 18- to 34-year-olds living in the United States. That's in contrast to the top 15 U.S. TV networks that reach only six percent of the same demographic, according to the study.

3. Content That Disappears is Useless

It's true that the content disappears, but it’s OK. This is actually one of Snapchat’s unique features and gives them a competitive advantage over other social media apps. The average adult attention span today is only eight seconds. Believe it or not, that is shorter than the attention span of a goldfish. Snapchat is a platform that satisfies the user with content lasting less than 10 seconds, and can be watched for up to 24 hours. The users typically have no desire to rewatch content, although the option to do so is available. We have trained ourselves over the years to grasp information in shorter amounts of time. And nothing brings more brand awareness than being in front of your audience every single day with relevant content. Ten seconds per day, every day, is more than you get with most other marketing outlets.

Disappearing content is acceptable as long as it’s relevant and entertaining to consumers. You know your brand best, so make sure the content you are posting is reflective of how you want to be portrayed. Snapchat is an outlet where you can have fun with your posts, so get creative!

Here are some friendly tips on how to maintain your focus. Of course, you should still check your Snapchats.

4. No One Likes Vertical Videos

While many people think you need to create video content in a horizontal format, that is not necessarily true. In fact, Snapchat conducted internal research that showed users are nine times more likely to view vertical videos all the way through to the end than horizontal videos. Users who view vertical videos in their entirety are more likely to respond to a call to action. Thus, Snapchatters are able to put a strong call to action or prompt at the end of their videos. So go ahead and use your full 10 seconds of content on Snapchat as a marketing tool, because people are watching.

5. I Don't Need Any More Social Media Accounts

The thought of maintaining multiple social media accounts may seem daunting and make you wonder if adding Snapchat is worth your time. But it's important to understand where your audience is, and right now they are on Snapchat. As of January 2016, Snapchat delivered more than 7 billion videos to consumers each day (article requires Bloomberg subscription). This is nearly double the 4 billion daily video views from four months prior. The social network is continuing to grow at a rapid pace.

A good way to determine if Snapchat is right for your brand is to compare it to other social media outlets. Studies show that Snapchat users are more engaged than Facebook users. Social media sites such as Facebook and Twitter are passive mediums, meaning users scroll through their news feeds and passively receive information. In comparison, Snapchat is considered an active medium, showing they are engaged and view it as an extension of their personal brand. For example, between 300 and 350 million photos are uploaded to Facebook each day. However, that is less than 35 percent of Facebook’s members and active users. Snapchat users are much more engaged in the platform, and nearly 65 percent of its total users upload and send their own content daily.

It’s clear that Snapchat users are actively engaged. As a brand, you should take advantage of it. Just make sure your content is creative, relevant to your followers and represents your brand.

6. Advertising on Snapchat is Expensive

It can get costly to advertise on certain social media outlets, and Snapchat paid advertisements come with a high price tag. But the beauty of Snapchat is that you can use a free channel to promote your business and brand. All this to say that paid advertising is not recommended for businesses with smaller budgets. Snapchat is a great outlet to organically promote new products, campaigns, partnerships and a behind-the-scenes look at your brand, without having to pay a penny in advertising costs.  

Some best-in-class examples of brands succeeding on Snapchat without paid ads are Target, Walt Disney Studios, Pepsi, Whataburger and the NBA. All of these brands post great content with the goal of engaging their followers.   

For local inspiration, here are some of our favorite accounts. Hover your Snapcam over the Snapcode to add them. For mobile users, screenshot the Snapcodes, open the app, click on the ghost icon at the top of your screen, then add friends by Snapcode and tap on the appropriate screenshot.

7. Snapchat is Too Confusing

Snapchat is really not confusing at all, once you get familiar with how to use it. Want to know how to get started on building and engaging your audience? Stay tuned for part two of our Snapchat series!