Subject areaChannels and tools
Snapchat is the social network founded in 2011 that introduced ephemeral content (photos and videos that vanish once viewed).
The stories format also comes from there, later adopted by Instagram and Facebook. Its influence on the sector is therefore greater than its size: many habits now associated with other social platforms began here.
For a brand the main interest lies in augmented reality filters (digital images overlaid on what the phone camera shows), which let people try a product virtually and promote it in the same gesture. Its audience and formats differ from those of a professional network, so Snapchat enters a company's plan when its customers are consumers who spend time there.
An example
Gucci launched a Snapchat campaign for trying on shoes virtually: anyone pointing their phone at their feet sees the model on and can assess it before buying.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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