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Snapchat and Instagram in 2017: What Marketers Need to Know

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Snapchat and Instagram have disrupted the social marketing world as few technologies have. Get the latest user stats for both platforms and find out what marketers love -- and hate -- about each.

Published in: Marketing
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Snapchat and Instagram in 2017: What Marketers Need to Know

  1. 1. SNAPCHAT & INSTAGRAM IN 2017: WHAT MARKETERS NEED TO KNOW RACHEL PARKER RESONANCE CONTENT MARKETING
  2. 2. ABOUT ME • Founder & CEO of Resonance Content Marketing (2010) • Over 20 years as marketing copywriter and brand strategist • Help clients grow their tribes and their bottom line through insanely good content • 2016: The Content Marketing Coach: EverythingYou Need to Get in the Game … andWin!
  3. 3. COMMON THEMES • Visual content • Emphasis on in-the-moment sharing • “Ephemeral content”
  4. 4. SNAPCHAT FACTS • Launched April 2011 • Photo and video only • Mix of private messaging and public content • Content disappears after 24 hours
  5. 5. SNAPCHAT FACTS • In 2014 Facebook offered founder Evan Spiegel $3 billion for Snapchat • He declined • Snapchat went public in February 2017
  6. 6. WHO’S ON SNAPCHAT? Source: How Snapchat Demographics Are Shifting in 2017, Mediakix
  7. 7. WHO’S ON SNAPCHAT? Source: How Snapchat Demographics Are Shifting in 2017, Mediakix
  8. 8. SNAPCHAT:WHAT MARKETERS LOVE • Ability to message followers one-on-one (but not all at once) • Ability to create custom filters
  9. 9. SNAPCHAT CUSTOM GEOFILTERS • Any Snapchat user can create a custom geofilter … for a fee: • Design it • Map it: Draw a “geofence” around the precise location where you want the filter to appear • Schedule it: Designate the dates on which you want your geofilter to appear • Buy it: Price depends on (1) size of location and (2) duration of availability
  10. 10. SNAPCHAT:WHAT MARKETERS HATE • Inefficient search function • No liking, commenting, or sharing • Only data is number of views • 10-second limit on videos • No way to share saved photos or videos to My Story
  11. 11. SNAPCHAT IN ACTION: CISCO
  12. 12. SNAPCHAT IN ACTION: HUBSPOT
  13. 13. SNAPCHAT IN ACTION: IBM
  14. 14. SNAPCHAT:TO SUM UP • Perfect for connecting with younger audiences (or parents with teenagers) • Geofilters help create buzz around events • Branded filters
  15. 15. INSTAGRAM FACTS • Launched April 2010 (still images only) • Acquired for $1 billion by Facebook in 2012 • Video added in 2013 (up to 60 seconds) • Launched Instagram Stories in August 2016 • Launched live video in November 2016
  16. 16. WHO’S ON INSTAGRAM? • 500 million users • 300 million daily active users • 36% of all U.S. social network users are on Instagram • U.S. Instagram users over 18 have increased 2X since 2012
  17. 17. WHO’S ON INSTAGRAM? More than half of US millennial internet users are “active” on Instagram.
  18. 18. WHO’S ON INSTAGRAM? Female users account for two-thirds of Instagram's US daily audience.
  19. 19. INSTAGRAM:WHAT MARKETERS LOVE • Ability to upload saved photos • Likes and comments • Some analytics available (SimpllyMeasured, Iconosquare) • Promoted posts to increase visibility
  20. 20. INSTAGRAM:WHAT MARKETERS HATE • Minimal desktop feature • No sharing function • Links in descriptions are not clickable • Can’t pre-schedule posts
  21. 21. INSTAGRAM:TO SUM UP • Perfect for connecting with millennial audiences, especially women • Broader audience than Snapchat • Ideal for brand awareness … for generating traffic, not so much
  22. 22. INSTAGRAM IN ACTION:WELLS FARGO 11,000 Followers
  23. 23. INSTAGRAM IN ACTION: INTEL 883K Followers
  24. 24. INSTAGRAM IN ACTION: MAILCHIMP 49,400 Followers
  25. 25. INSTAGRAM STORIES: SNAPCHAT KILLER? • Stories from followed accounts appear at the top of the news feed • Stories disappear after 24 hours • Can tag other users
  26. 26. INSTAGRAM STORIES: SNAPCHAT KILLER?
  27. 27. AND THEN THERE’S THIS:
  28. 28. THANKYOU! • resonancecontent.com • Snapchat: rachparkertx • Instagram: resonancecontent

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