Snapchat is a disappearing social network that is still growing rapidly despite its ephemeral content. The document discusses Snapchat usage statistics and notes that many teens prefer Snapchat because there is less social pressure compared to other platforms. It then provides examples of successful Snapchat marketing campaigns for brands like Disney, MLS, and a movie launch. These campaigns engaged audiences through contests, polls, influencer content, and fan interactions. The key takeaways emphasize being authentic, creative, interactive, and cross-promoting content to build an audience on Snapchat.

1. Snapchat
The Disappearing Social
Network That Isn’t Going
Anywhere
Adam Gausepohl
PopShorts Creative Director
@adamgausepohl

2. A Social Advertainment Agency
Social Advertainment (noun)
Appealing to the audience by engaging them using
entertaining branded content or brand clips that are
specifically designed for social distribution.

3. We help brands create engaging and compelling stories
that are consistent across social platforms and screens.

4. Cyrene Quiamco
• Snapchat artist & story teller
• Owns and operates the11thsecond.com, a site for all things Snapchat.
• Prefers to draw on her LG G2
Fun Fact: Doesn’t like to eat veggies
Snapchat Thought Leaders
Connor Kelpin
• Snapchat artist
• Specializes in portraits and intricate Snapchat drawings
• Prefers to draw on his iPad
Fun Fact: Connor can solve a Rubik’s Cube in under 60 seconds

5. Snapchat by the numbers
• 100M+ MAU (Mashable)
• 1 billion story views daily
(Business Insider)
• 760M+ Snaps per day
(Business Insider)
• 70% of Snapchat users are
women (WSJ)
• 18% penetration amongst
US social media users
(eMarketer)
• 71% of Snapchat users are
under 25 years old. (Adweek)

7. Digging deeper into college love for Snapchat (via Sumpto)

8. Why do teens love Snapchat?
“There aren't likes you have to worry about or
comments—it’s all taken away. Snapchat has a lot
less social pressure attached to it.” – Andrew Watts, 19
I highly recommend reading his entire article titled A Teenager’s View on Social
Media. Written by an actual teen.
https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6

9. When a teenage girl attends a party, here’s how they
use Snapchat, Facebook and Instagram to document it:
You post yourself getting ready for the party, going to the party, having fun at the
party, leaving at the end of the party, and waking up the morning after the party.
You post the cute, posed pictures you took with your friends at the party with a few
candids (definitely no alcohol in these photos).
You pick the cutest one of the bunch to post to your network.

10. Polling the audience
1) How many of you use Snapchat, for personal use? Monthly? Weekly? Daily?
2) How about as a brand?
3) As a brand, does it concern you that content disappears?
4) What are the biggest challenges Snapchat poses to you as a brand?
5) How many of you would have sold out to Mark Zuckerberg for $3B?

11. Problems with Snapchat, and how you can solve them.
Problem: It’s hard to build a large following with disappearing content.

12. Problems with Snapchat, and how you can solve them.
Problem: It’s hard to build a large following with disappearing content.
Solution: Plan out your Snapchat stories, then cross-promote them heavily on your other
social channels.
And save your Snaps! Post one of the best Snaps (or a collage of Snaps) to Instagram,
or Tumblr, or make a video of your stories and share them to YouTube.

13. Problem: No clickable links makes it hard to prove an ROI or track success.
Problems with Snapchat, and how you can solve them.

14. Problem: No clickable links makes it hard to prove an ROI or track success.
Solution: You can try providing Snapchat-only promo codes to see if they convert for
you. Also keep an eye on what percentage of people complete your stories and see
where people are dropping off.
Problems with Snapchat, and how you can solve them.
Drop-off
- 31.31%
- 1.49%
- 2.76%
- 1.43%

15. Problems with Snapchat, and how you can solve them.
Problem: Minimum spend is $750k per day to advertise with Snapchat.

16. Problems with Snapchat, and how you can solve them.
Problem: Minimum spend is $750k per day to advertise with Snapchat.
Solution: Work with influencers. They can help you reach millions of engaged Snapchat
users with a manageable budget.

17. Snapchat Campaign Possibilities

18. Earn a base level of followers and announce your presence on Snapchat in style.
Challenge: Walt Disney World wanted to join the Snapchat
conversation in a magical way.
Solution: Disney brought in Snapchat artists and influencers MPlatco and Shonduras to
live Snap for a full 24 hours from within the Walt Disney parks. Disney promoted the
Snapchat campaign across all of their social media properties and blogs.
Launching Your Snapchat Presence / Account Takeover

19. Launching Your Snapchat Presence / Account Takeover
Earn a base level of followers and announce your presence on Snapchat in style.
Results: Fans bought in, with Walt Disney World gaining over 50k
followers in just 24 hours. The response on Twitter was
overwhelmingly positive.

20. Challenge: The MLS wanted to raise their social profile during the
playoffs and raise awareness around the teams battling for the MLS Cup.
Solution: Each week of the playoffs the MLS held a special “Snap Off” between two
popular Snapchat artists, where their fans would screen capture their favorite drawing to
vote for the winner. The winner would then take on a new artist the following week.
Snapchat Voting / Polls
Snapchat lets you see how many of your fans screen capture each snap, allowing you to
host a vote on Snapchat where users simply screen capture a snap to place their “vote”.
MPlatco Vs EMGarber
Results: Thousands
of users took part
each week by screen
capturing their
favorite drawings.

21. Challenge: The Voice wanted to do something special for their fans on
Valentine’s Day.
Solution: We created a 24-hour Snapchat story where
fans could request one of the four celebrity judges to be
their #VoiceValentine, and they would receive a special
Valentine’s Day snap back from their crush.
Fan Engagement / Interaction
Snapchat stories allow for timely engagement, making it perfect for holiday campaigns,
special events, movie or product launches, etc.
Results: Over 7,000 fans
submitted snaps to request
their #VoiceValentine.

22. Challenge: Create a highly engaging Snapchat campaign to
promote the launch of the film Kingsman: The Secret Service
High Impact / Mass Reach
It’s important to provide entertainment value on Snapchat to keep your audience’s
attention and deliver a lasting impact with your campaign.
Solution: Snapchat stories from 4 influencers with original Snap Art by Snapchat artists.
Results: Over 6.1M
story views were
recorded, with an
average story
completion rate of 92%.
Over 4k snaps were
received from fans
drawing themselves as
a Kingsman spy.

23. No Client. For fun example by CyreneQ.
Results: A ridiculously impressive 98%
story completion rate.
Creative / Clever / Fun
Get creative. Your audience will appreciate it.

24. Key Takeaways For Campaigns
- Be authentic.
- Create content specifically for Snapchat.
- Provide entertainment value to your audience.
- Cross-promote. Cross-promote. Cross-promote.
- Interact with your fans. Open their snaps and reply; don’t leave them hanging.
- Get creative. Give your fans a reason to want to watch your stories.
- Have fun with it. Snapchat doesn’t require perfection.

25. Enough talking.
Let’s get Snapping.