Is Snapchat all it’s hyped up to be?
The messaging app exploded onto the social media marketing scene. Now, it’s struggling to define itself and overtake competitors. One digital marketer has insights—and a possible solution.
Snapchat has been dubbed the hottest social media messaging service out there, but it’s possible that hype won’t last.
The app has seen growth and adoption in mainstream marketing, but it’s also one of the smaller players in social media messaging.
The buzz
Snapchat’s success stemmed from its incredible startup story—it declined a $3 billion acquisition offer from Facebook in 2013. Additionally, users like it because it employs temporary content, whereas the majority of other services make users’ content available indefinitely. Snapchats can disappear, hence its memorable ghost logo.
The app is surviving because of buzz from bloggers and journalists. To see long-term growth and stability, though, Snapchat must mature from its purely fun, trendy image.
Many marketers say advertising on the platform requires giving up content control and can be confusing because of the brand’s lacking identity. Right now, the brand is somewhere between a messaging app and a media hub, but it’s not excelling in either realm.
The competition
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