Unit 35 Lo1

Purpose of Snapchat
Snapchat is an app with several functions. It is used mainly to
communicate one and one, but groups can also be used. There are
also ‘stories’, that is essentially a status that stays up for 24 hours
but can also be deleted or saved to your memories. You are able
to draw, write a comment and apply filters to personalize your
snap and share it with your friends in an easy manner.
Snapchat consider themselves a
camera company. Their mission is
to contribute to human progress
by empowering people to express
themselves, live in the moment,
learn about the world and have
fun together.
Source: https://www.snap.com/en-GB/

Purpose of Instagram
Instagram is a social media platform mainly used for sharing photos and
videos from a smart phone. Just like every other social media, all
Instagram users have a feed, which they can chose to be private or not.
Generally, the main use and purpose of Instagram is people sharing funny
posts and showing others what they are doing that is exciting in their
lives.
On the 9th of April 2012, the owner of Facebook, Mark Zuckerberg bought
Instagram for $1billion in cash and stock ($300million cash and the rest in
Facebook stock) from Kevin Systrom and Mike Krieger, who were the
owners of their 13 person start up company. Since being bought by
Facebook, Instagram’s value has reached $1billion.
Source: https://www.investopedia.com/articles/personal-
finance/051815/top-11-companies-owned-facebook.asp
https://www.bizjournals.com/sanjose/news/2018/06/26/insta
gram-value-facebook-growth-fb.html

Purpose of Twitter
Twitter is a social media platform used for almost everything. For many people it is their
main source of news as they have an explore page that shows you the current trends
and news articles. But twitters main use is for people to voice their opinion, using
photos, videos or simply just text, or multiple. In many aspects it is similar to Facebook,
however the functionality is better and you have followers and following instead of
friends.
Twitter’s mission statement is
to give everyone the power to
create and share ideas and
information, instantly without
barriers. Twitter is able to do
this by offering a free platform
where anyone can join and
share their ideas and creations.
Source: https://hbr.org/2014/11/why-
twitters-mission-statement-matters

Content of Snapchat
Snapchat has very little content compared to what other social networks have. This is
because fewer public figures who share a lot of content online use Snapchat than other
networks. The app is predominantly used for communication rather than content sharing
as that content will be gone in 24 hours anyway, so Snapchat is more so a
communication platform rather than a content sharing platform.
Snapchat's colour scheme is White
with black text, blue on the friends
search bar and purple on the
discover tab. The layout is simple
enough, you swipe side to side from
the camera screen to get to the
discover page or your friends.

Content of Instagram
Instagram’s content mainly consist of photo and video as that’s what the app was
created for. But this content can vary as different pages post different things, targeting
their follower base. For example, sports accounts will share photos and videos mainly of
sports related subjects, but a animal accounts will share photos and videos about
animals (you can also search for a hashtag to get all the posts from public accounts at
once). These reach out to different audiences. All Instagram users will use it to consumer
different content as everyone has different interests.
Instagram has a very simple colour scheme, black and
white. This is effective as its easy on the eye. The
navigation bar is very simple in showing the home
page, search/explore, post, notifications and your
profile. This is great as some social media struggle in
finding a good and simple layout that works well with
every user.

Content of Twitter
Twitter has a lot of content. The amount of content that twitter has can interest any
person. Tweets from David Attenborough and Seth Rogan obviously contain very different
content. As twitter is also used to share content on other platforms, many content
creators will use twitter to talk to their audience, providing content.
As an app, twitter is very simplistic and well laid out. The news your home feed, search
bar/news, notifications and dm’s are very clear. This with a good colour scheme, which
generally is white and light blue, but this can be changed to a ‘dark’ theme with is a dark
bluish grey with the classic light blue. The font becomes white instead of black on this
option to make it easier to read.

Target user of Snapchat
The target user of Snapchat is people who are teenagers or young adults as the
average user, this would be around the ages of 12-28. Businesses are also a target
for Snapchat as it means that they can essentially become a source of revenue for
Snapchat. Snapchat targets both male and female, but predominantly females
with the filter feature on the app.
Snapchat is the main form of communication for many teenagers as they can use
both photo and text easily.
Snapchat, just like other social media start of with a
demographic dominated by teenagers and young
adults. But as the social network increases in
popularity, more adults who may be above the age of
30 for example will end up using the app, similar to
what happened with Facebook. It started out as a place
for College students to use but now is used mainly by
middle aged and elderly people.

Target user of Instagram
The majority of Instagram users are aged between the age of 18 and 29. This
implies that Instagram's target user is people who are young adults. The majority of
which are female. Also, most Instagram users are also from urban areas.
Instagram targets anyone who likes photography and sharing their art. This social
network appeals to everyone, but the majority of users are under the age of 50.
This may be due to elderly people being ‘afraid’ of technology and may not want to
be signing up to any social networks.
Source: https://sproutsocial.com/insights/new-social-
media-demographics/#instagram
Instagram is a very fast growing social network. In
2016 Instagram grew its daily user count by 100
million over 6 months. Instagram has become a
booming social media platform, getting new users
everyday. Since there are more users joining
Instagram, the among of middle age and elderly
people using Instagram will increase.

Target user of Twitter
Twitter doesn't have a specific target user, but many teenagers don’t use it as they
view it as boring, therefor the general target audience of Twitter would be ages
between 25-40. The layout of twitter is very simple and easy to use, yet still offers a
lot more than other social medias do. It is also free and can be accessed in most
countries given you have a connection. Therefor, everybody is their target user as
there is always something on twitter to entertain somebody. Almost every person
of influence has and uses twitter on the regular basis.
For example, David Attenborough, Seth Rogan and Donald Trump all use twitter on a
regular basis. All three of these people use twitter for different reasons that interest
different people, therefor twitter has a wide target user range.

Snapchat sources of revenue
Snapchat make the majority of their money through running advertisements on
their app. For example, IGN and Sky Sports are to businesses that both have their
own ‘story’ on Snapchat, if there is anything big in the news then that will be found
on the same page, all users have access to this on the discover page. This is
important because these businesses more than likely pay for that service from
Snapchat as they have a huge user base. The more people who open that ad, the
more money they will make.
Snapchat also created and released
‘Snapchat Spectacles’ which connected to
your Snapchat to you can record your point
of view for a snap. These were very popular
mainly on the West coast of the USA as that
is where many Snapchat users are from and
where the glasses were mainly sold.
Source: https://www.cnbc.com/2018/05/01/snap-q1-
2018-earnings-and-revenue.html

Instagram sources of revenue
Instagram, just like their owners Facebook, make the majority of their revenue
through sponsored posts. These are like normal posts, but include a button that
allows you to go to their company website or store, wherever the ad wants to take
you.
Source: https://www.feedough.com/how-does-
instagram-make-money-instagram-revenue-model/
Since the relatively recent introduction of stories to
Instagram, advertisements will pop up between
videos. The company's making these advertisements
will pay Instagram to put the advertisement on their
platform due to the high amount of users. Instagram
make most of their money from this and businesses
get more customers, so it is a good situation for the
both of them

Twitter sources of revenue
Twitter’s main source of revenue, just like every free social media is through
running ads. In fact, 86% of Twitters total revenue comes from advertising. In 2017,
Twitters advertising revenue was $2.1 billion. More recently, during the second
quarter of 2018, Twitter posted advertising revenue of $601 million (the year isn't
over as of yet).
Twitter also sell promoted tweets to marketers.
These tweets will appear in the users feed,
following or not. Twitter use a ‘tailored algorithm’
to see what advertisements will appeal to what
users. This increases the chance of the user
clicking on this ad, which makes twitter more
money. Other than this, twitter will use
promotional tweets, accounts and trends.
Source:
https://www.investopedia.com/ask/answers/120114/how-
does-twitter-twtr-make-money.asp

Snapchat legal and ethical issues
As the main feature of Snapchat is to send photos that can only be seen once or
replayed one more time, that also tells you if the recipient took a screenshot. This
made it easier for teenagers to sext and it made it easier for cyber stalkers to send
photos to people without consent. There was also a privacy breach where the
pictures are stored on the receivers phone and the apps server.
Snapchat has a privacy policy, that includes
things such as the information that they
collect and are given by the user, information
related to your phone (location, photos etc.)
with consent and how they share or use our
information. This gives the user all the
information they need and a contact email to
avoid any major legal issues.
Source: https://www.snap.com/en-GB/privacy/privacy-policy/

Instagram legal and ethical issues
Some months after being acquired by Facebook, the privacy policy and terms of
use for Instagram were changed. Instagram started allowing businesses to pay for
promotions that are photos and other details that connect with the paid
sponsorship/promotion. Users did not have an option to opt out and had to see
these sponsorships and ads that they may not be interested in, which annoys the
user.
In September 2017, up to 6 million Instagram accounts were effected by a data
breach, this made users emails and phone numbers public. This affected both
celebrities and your average user. The hackers made a search engine called
Doxagram, where people could search for celebrities information for $10 per
search. This obviously caused many legal issues
Source:
https://www.scu.edu/ethics/focus
-areas/business-
ethics/resources/cases-in-global-
business-ethics/instagram-and-
the-ethics-of-privacy.html
https://thestack.com/security/20
17/09/04/up-to-six-million-
instagram-accounts-affected-by-
data-breach/

Twitter legal and ethical issues
As twitter is a social network used to share content and anyone can create an
account, people may use it for illegal activity such as sharing illegal download links.
But you can barely blame twitter for this as they are scattered all over the internet
anyway.
Naturally, as twitter is on the internet there are going to be
grey areas ethically wise. Some people create fake accounts
in order to catfish or mislead people into believing
something. This is ethically wrong, but there is not much
twitter can do about this as they already verify accounts in
order to make sure they are completely authentic. The way
you know someone is actually the real person and not a fake,
they get a verification tick next to their name.
Source: https://sites.google.com/site/ppeterlawrence/legal-ethical-
and-security-issues-of-twitter

Primary research- Positives and negatives of
Snapchat
This primary research illustrates what the general users of Snapchat think are the positives and
negatives. I asked for the positives and negatives to get an overall view on what is successful on the
social media and what is not. For example, a positive is that it makes it easy to talk to people,
however it makes it easier to cyber bully.

Instagram
This primary research illustrates what the general users of Instagram think are the positives and
social media and what is not, for instance, one person who took the survey said a positive of
Instagram are verified accounts, so that you know if it is the person they are claiming to be.
However, this is only for celebrities and people with a large following, therefor there are still some
catfishes, which have been highlighted in the negative question.

Twitter
This primary research illustrates what the general users of Twitter think are the positives and
social media and what is not. For example, many people taking the survey said that its easy to
communicate with celebrities in the positive question. This is because you can see everyone's reply
to your tweet and either retweet or reply. However, a major negative of Twitter is the character
limit (which has been increased from 140 to 280).

Secondary research Snapchat
I conducted my secondary research on the app store. All though
Snapchat is general social network of choice among teenagers, it
has the worst reviews and ratings on the app stores in
comparison with Twitter and Instagram. Many of these reviews
are due to an updates that current users strongly disliked. Due to
this update, many Snapchat users deleted the app and left
negative reviews on the app store. It is evident that Snapchat is
not as good a social network than Twitter and Instagram. The two
reviews I have used as examples highlight the fact that the
update ruined the app, therefor Snapchat lost many users and
will not get as many new users due to the poor ratings.
The overall rating of Snapchat currently is 2.3 stars out of 5. This
is very poor for an app as other social networks have a much
higher rating, therefor will appeal more to the users.
Source: App store

Secondary research Instagram
I used the app store in order to get some secondary
research on Instagram as it is an unbiased source. I have
included two examples one praising Instagram and the
other saying its bad. Overall, out of Snapchat, Instagram
and Twitter, Instagram has the best rating with 4.8 stars
out of 5. Therefor, it is fair to say that Instagram is the
social network of choice with Apple users as the vast
majority rated the app 5 stars. This is great for Instagram
as it makes their app more appealing on the store as users
are more likely to download an app with good ratings than
one with bad ones.
Source: App store

Secondary research Twitter
I conducted my secondary research for Twitter by using the
ratings and review section on the Apple app store. The
majority of written reviews mentioned how easy it is to use
and its excellent layout. Overall, Twitter has a 4 out of 5 star
rating, which is decent at the least. Similar to Instagram, the
vast majority rated Twitter 5 stars, yet many people rated it 4
stars or below. Therefor, the overall rating is at a 4. This is a
decent rating that will incline users to download the
application version, which is good for Twitter as it means
they are getting more downloads and users due to their good
rating on the app store.
Source: App store

Snapchat advertising
Snapchat are sure to use the entire screen in order to
get their advertisement across, sticking to the vertical
style and format (so the screen does not need to be
rotated). Snapchat advertised the 7th installment to
the Fast and Furious franchise and 93% of users liked
this ad.
Due to this, other movies have gone to Snapchat in
order to get their advertisement on the app. For
example, Mad Max Fury Road and Jurassic World
(Universal studios) used Snapchat's advertising
strategy in order to get their film well known and
hopefully will achieve similar numbers to other films
Snapchat have advertised.
Source: https://blog.sprinklr.com/snapchat-
advertising-3v-strategy/

Instagram advertising
Instagram make the majority of their revenue through sponsored posts, therefor
these are very important for Instagram to continue running as a business.
Instagram have sponsored posts, that the user is able to get a link directly from to
the products page. This makes it convenient for the user as it means that they can
get to the product with the click of a button.
Since the relatively recent introduction of stories to
Instagram, advertisements will pop up between
videos. The company's making these advertisements
will pay Instagram to put the advertisement on their
platform due to the high amount of users. Instagram
make most of their money from this and businesses
get more customers, so it is a good situation for the
both of them
Source: https://www.feedough.com/how-does-
instagram-make-money-instagram-revenue-model/

Twitter advertising
Advertising is Twitter’s main source of revenue. 86% of Twitters total revenue
comes from advertising. In 2017, Twitters advertising revenue was $2.1 billion.
Advertising brings in the most income for Twitter as many businesses want to work
with them, due to their huge user rate. Businesses experience huge benefits from
having a social media like Twitter promote their product.
Twitter have ‘sponsored tweets’ that will appear in the users
feed, following or not. Twitter use a ‘tailored algorithm’ to
see what advertisements will appeal to what users. This
means that the kind of advertisements that come up are
related to what you like and follow. This makes it more likely
that you will follow the ad and that business will gain a
customer.
Source:
https://www.investopedia.com/ask/answers/1201
14/how-does-twitter-twtr-make-money.asp

Snapchat viral marketing
Viral marketing is any marketing technique that makes users or websites pass on
the marketing message to others. For example, Snapchat classes were sold from
vending machines which were located randomly around the world. This particular
example coves the three criteria for basic viral marketing: the messenger, the
message and the environment. The public were the messengers, the machine was
the message and the environment were areas with a high footfall.
These ‘Snapchat Spectacles’ (sold from the
machine) which connected to your
Snapchat to you can record your point of
view for a snap. These were very popular
mainly on the West coast of the USA as that
is where many Snapchat users are from and
where the majority of vending machines
were. Source:
https://searchsalesforce.techtarget.c
om/definition/viral-marketing

Instagram viral marketing
Businesses may use Instagram in order to make one of their adverts go viral. A
great example of this is a chef called Nusret Gökçe (more commonly known as salt
bae). After opening a new restaurant in New York, a rapper called Fat Joe filmed
him and posted it. Nusret’s very unique technique to his craft is what made him go
viral, even do this day being talked about and referenced. He now has resturaunts
all over the world in big cities such as Abu Dhabi and Miami.
Source: https://www.cnbc.com/2018/01/26/this-is-
how-salt-bae-became-the-most-famous-butcher-on-
instagram-in-the-world.html
Due to going viral on Instagram, everybody
knew who he was. This caused celebrities
and anyone who could afford it to go to his
resturaunts to experience everything in
person.

Twitter viral marketing
One business in particular uses Twitter extremely well, a tweet from the fast food
chain Wendy’s goes viral every couple of weeks. When a competitor posts
something on Twitter, Wendy’s will reply to the tweet with something that has
potential to hurt the other brand. Twitter love this and Wendy’s has gained a huge
following because of it. Therefor more people are inclined to go to a Wendy’s
resturaunts as they always see their tweets.
This example is great as it is evident how many people
have reacted to Wendy’s tweet in comparison to the
reaction McDonalds got. Second to this, Wendy’s are
slating McDonalds, so people may be less likely to go
to a McDonalds and may go to a Wendy’s instead.

Snapchat product service
I conducted my secondary research on the app store. All though
Snapchat is general social network of choice among teenagers, it
has the worst reviews and ratings on the app stores in
comparison with Twitter and Instagram. Many of these reviews
are due to an updates that current users strongly disliked. Due to
this update, many Snapchat users deleted the app and left
negative reviews on the app store. It is evident that Snapchat is
not as good a social network than Twitter and Instagram. The two
reviews I have used as examples highlight the fact that the
update ruined the app, therefor Snapchat lost many users and
will not get as many new users due to the poor ratings.
The overall rating of Snapchat currently is 2.3 stars out of 5. This
is very poor for an app as other social networks have a much
higher rating, therefor will appeal more to the users.
Source: App store

Instagram product service
I used the app store in order to get some secondary
research on Instagram as it is an unbiased source. I have
included two examples one praising Instagram and the
other saying its bad. Overall, out of Snapchat, Instagram
and Twitter, Instagram has the best rating with 4.8 stars
out of 5. Therefor, it is fair to say that Instagram is the
social network of choice with Apple users as the vast
majority rated the app 5 stars. This is great for Instagram
as it makes their app more appealing on the store as users
are more likely to download an app with good ratings than
one with bad ones.
Source: App store

Twitter product service
I conducted my secondary research for Twitter by using the
ratings and review section on the Apple app store. The
majority of written reviews mentioned how easy it is to use
and its excellent layout. Overall, Twitter has a 4 out of 5 star
rating, which is decent at the least. Similar to Instagram, the
vast majority rated Twitter 5 stars, yet many people rated it 4
stars or below. Therefor, the overall rating is at a 4. This is a
decent rating that will incline users to download the
application version, which is good for Twitter as it means
they are getting more downloads and users due to their good
rating on the app store.
Source: App store

Unit 35 Lo1

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Unit 35 Lo1

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