What is Snapchat? Snapchat is a mobile app that allows users to create videos and ‘snaps’ (photos), which can be personalised with filters and doodles. After a few seconds, the snap disappears forever, presumably into the realm of missing socks and loose change behind the sofa.
How do you Snapchat? The basics I know, ‘the kids make it look easy’, but hear me out, it isn’t as complex as you think. Snapchat lets you take images and videos and send them to your mates, but they can only see them for up to 10 seconds. Tap once for a picture or hold the button down for a video, choose who you want to send it to – and hey presto, your masterpiece is complete. Welcome to the future, comrades.
Now seems a good point to stress the first rule of Snapchat; you’re not supposed to screenshot a snap – but everybody’s doing it. Snapchat is designed to be an ephemeral platform with images disappearing after a set time. But the reality is that brands log screenshots as part of their brand insights, and friends screenshot photos for, well, a variety of reasons. So while in theory Snapchat is an ephemeral space, it’s probably wise not to share anything that you wouldn’t want to resurface at some point in the future.
Moving on… Here are a few more features you should know about.
Discover features content from top publishers, from Buzzfeed to Sky news.
Stories are designed to show your friends what you’ve been up to in the last 24 hours and they can be replayed as many times as you want over the next day. Publishers also use Stories to push out content.
Lenses are creative filters for your snaps. When you’re taking a snap, simply press and hold on your face and within moments you’ll be puking rainbows or face-swapping with the Terminator.
Geofilters’ allow you to show off where you are without explicitly sharing your location. Filters are unlocked when you enter certain places; whether it’s your local McDonalds or at the match. You can even create your own, but unless you’re the Queen, it’s unlikely your living quarters will qualify for a geofilter.
Why should brands care? The app has matured from a somewhat salacious selfie sanctuary to a potentially powerful part of a brand’s marketing strategy. Initially cautious, brands are now taking the reins and sending snaps like there’s no tomorrow.
Brands who nail it Taco Bell shattered all Snapchat records, reaching 224 million views in one day with their lens.
Burberry opted to launch their AW16 collection by creating an intricate Snapchat campaign inspired by a fake heist.
… and publishers like Cosmo post daily editions of their stories to Discover, putting news just one swipe away from your BFF’s selfie.
Celebs who can’t get enough of it Not one to feel left out, celebrities are taking the Snapchat world by storm with A-listers such as Kylie Jenner and Cesc Fàbregas garnering audiences which rival those of TV shows. Even the White House opened its doors to Snapchat earlier this year.
What’s the future for Snapchat? In 2013, Evan Spiegel and Bobby Murphy, founders of Snapchat, were asked, “Is this a sex-ting app?” Three years on, with 54.5 million downloads this year alone, it’s safe to say that it’s much more than that. In the last year there’s been a huge increase in the number of users aged 25 and older. That’s great for business, but is it scaring the kids off? I mean, it’s probably not cool to have your mum snapping you. The question is, can Snapchat innovate to stay relevant, especially now competitors are beginning to catch on? Only time will tell, but in the meantime, what are you waiting for young grasshopper? Go snap away!
