Sarah Shearman
Feb 25, 2015

Is it time for brands to take Snapchat seriously?

From Campaign US: Isobar US, BBH New York, Big Spaceship, DigitasLBi San Francisco and Tribal Worldwide New York discuss the opportunities and pitfalls on the social sharing app.

Is it time for brands to take Snapchat seriously?

It appears Snapchat’s star is rising.

The ephemeral picture- and video-sharing app has seemingly outgrown its frat house roots and shaken off the various scandals that weighed heavy on it in its infancy, to emerge as a viable platform for brands.

Just last week, reports indicated that Snapchat is seeking a new round of funding that would value to company at $19 billion, almost double its current valuation.

The company will use the cash injection to roll out a series of content features to turn Snapchat into more of a destination for entertainment, according to Bloomberg. Snapchat's recently launched Discover tool — backed by media organizations including Vice Media, CNN and Comedy Central — offers an inkling into this vision.

While the conversation around Snapchat in older circles tends to go something like: "No I haven’t tried Snapchat, and I don’t really see the point," a major and well-publicized draw for brands is its fast-growing teenage audience, particularly as Facebook’s cool factor wanes. Its active audience sends more than 700 million disappearing "snaps" and views more than 500 million stories a day, according to Snapchat.

Please click through to Campaign US for a discussion of the Snapchat platform, with input from Isobar US, BBH New York, Big Spaceship, DigitasLBi San Francisco and Tribal Worldwide New York.


Campaign US

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