Chapter 13

Discovering Snapchat

IN THIS CHAPTER

check Understanding how to use Snapchat for marketing

check Taking advantage of Snapchat advertising

Snapchat (www.snapchat.com) is a multimedia messaging app that was originally created by Evan Spiegel, Bobby Murphy, and Reggie Brown as students at Stanford University. Launched first in July 2011, what makes Snapchat so special is that pictures and messages published on the social media platform are ephemeral, lasting only a very short period of time. Unlike Facebook or some of the other social media platforms, Snapchat is built from the ground up to be mobile driven and for snapping and sharing photographs. In fact, unlike other social networks it doesn’t have an accompanyning website. It’s built to be mobile driven and with a portrait orientation just the way you use your phone.

Snapchat is one of the newer social media platforms. It’s also one of the fastest growing with over 210 million daily active users who use the app over 20 times a day and spend an average of 30 minutes on the app creating 30 billion snaps daily. With its new Discover platform for premium content, Snapchat has launched 100 Discover channels and reaches a monthly audience of over 10 million viewers. And with over a $1 billion in annual revenue through advertising, Snapchat ...

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