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Six Ways Snapchat’s Spectacles Can Build On Brand Strength
March 21, 2017
You may have seen nerds (like me) walking around Snapping from our glasses. You just press the button on top of the left lens once and Snap:
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Untitled Document You may have seen nerds (like me) walking around Snapping from our glasses.
You just press the button on top of the left lens once and Snap:
Snapchat’s Spectacles has been available to the general public for a few weeks now.
To demonstrate what it looks like Snapping from Spectacles, I gave Chadd Callahan, Dir./Digital, Cumulus-Detroit, a pair to play with:
“Spectacles” is similar to what Google attempted with their now defunct “Glasses.”
And whether or not Spectacles will face the same slow death as “Glasses” isn’t really the discusssion to have right now.
One of the benefits of social (and the often fleeting features like Spectacles) is that it easily enables us to place our brands in cultural moments to build on brand strength.
And as you know brand strength drives the bottom line.On average, 158 million people use Snapchat daily with 10 billion video views each day.
But how does that break out for radio stations and those that should have Spectacles on its radar?While we already know 70% of Snap’s core users are Gen Z and Millennials (16-35 year-olds), check out Snapchat by format provided by Fred Jacobs, President of Jacobs Media/jacAPPS.
This is from Techsurvey12, their web-based survey conducted among members of radio station email databases.
If you’re a Rhythmic CHR (RUR), Alternative Rock (ALT) or CHR station, it’s missed opportunity to not interact with the audience on Snap.
Country (CTY), Hot AC (HAC) and Rock (RCK) are slightly above average use so you may not need to be on Snapchat every day – but it’s clearly a place where the audience dabbles.
To get you started, here are some ideas that will create impact:- Where Is The Talent?
Snap 10 second clues and have people call in with guesses.
- Artists Snap From Stage
It’s so easy for artists to wear Spectacles and take a couple of Snaps for you.
- Anything Behind The Scenes
You know people crave peeks behind the curtain. Whether it’s in the studio, in meetings, or at events - give them what they love.
- Virtual Scavenger Hunts
Another cool call in contest: Snap teases for people to string together what you’re giving away (concert tickets, local events, etc…)
- Q&A’s
Snap artists answering questions. Allow the fans to see their faces.
- Product Demos
Teach people how to do things. What do you love doing? Cooking, playing music, wine tasting, etc...? Show the audience how to do something new.
You may have already identified – there are plenty of ways to weave our advertising partners into these ideas, too.
It’s a smart way to look inventive for clients wanting something fresh – not just another Facebook post.
Granted, Facebook will provide the greatest scale for a long time coming; always consider what else is going on in the social space.
It’s a chance to be part of the audiences’ lives on their preferred platform.
And also, opportunity to “pinball” them back to the “mothership,” the FM/AM stick, to ensure we’re keeping our brands in the hands of the fans.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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