The rise of Snapchat advertising | Marketing

Something is happening with social media content and the way in which brands can now market themselves online. Where once highly detailed pictures (made all the more perfect with the addition of an Instagram filter) were a strategic win in the marketing world, what’s beginning to take over with younger generations and the early adopter is set to be a much more candid approach to documenting real time moments.

From Snapchat to Periscope and all the other live streaming apps that in between, we will start to see much more of a raw aesthetic feeling on our content feeds as brands start to connect on a personal level with their consumer. Cosmopolitan and VICE magazine are two of the companies who have joined forces with snapchat to feature regular short videos and clips to advertise their brand and the content.

It’s marketing which is completely unedited and unscripted, its captured in the moment, providing a more authentic personal result. As Lucie Greene, worldwide director at J. Walter Thompson Intelligence, explains, "It’s part of a permanent a consumer shift in terms of what is deemed acceptable with visual language."

“We’re seeing intimate, real, and even amateur style photography becoming aspirational. And consumers, meanwhile, becoming active creators of content. They’re even starting to see themselves increasingly as their own brand. What’s interesting is that traditional entertainers and fashion brands are embracing this - they’re moving from slick, glossy, synthesised content to more ‘real’ looking imagery.”

Those doing a really nice job of this new marketing channel (be sure to check out Burberry on Snapchat), are still remaining true to their brand image with their output, but with the addition of a slightly more lighthearted, exposed view. Check out the full report on WGSN to read all about what they’re doing to achieve it, and how true interaction will be the next leap forward in this space.

#marketing #digital