Is there a business case for Snapchat?

Snapchat. The seemingly ubiquitous photo, video, and moment sharing app has marketers abuzz, flocking to the platform as quickly as they can install the app. Is such haste merited? Should we all rush to Snap as quickly as possible?

Is there a business case for Snapchat?

This is the key question marketers should be asking before jumping into Snapchat. Is there a business case? Can Snapchat make an impact on your marketing, lead generation, or revenue?

Research firm Edison Research led the way in understanding the overall footprint of Snapchat in their authoritative presentation, The Infinite Dial. In the Infinite Dial, Edison Research’s team discovered Snapchat was one of the most heavily used social media apps by Generation Z.

However, much of the purchasing power today is held by older generations, such as Millennials, Generation X, and Baby Boomers. If a business case is to be made for Snapchat, we must understand how these generations use it and whether they use it as part of their digital customer journey.

SHIFT Communications commissioned original research to ask these age groups how they used Snapchat, then dug into the Snapchat habits of frequent Snapchat users. Did they reward brands for participating? Did brand content influence their decisions?

To learn what we found, download our latest whitepaper: Should Brands Snapchat?

Should brands snapchat?

Christopher S. Penn
Vice President, Marketing Technology

Work at SHIFT

Posted on June 2, 2016 in Analytics, Marketing, Snapchat

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
  • DetroitSamWhite

    mikekmcclure SHIFTcomm I was just wondering about this the other day. Wondering whether to participate. Thanks for sharing!

  • JasonTselentis

    joelcomm SHIFTcomm
    if they can scale it, I see Snapchat being VERY useful in a Mission Impossible kind of way

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