What is Snapchat?
So some people who have never used Snapchat, they're like, what is it? I do not get it. I know that some young people use it, teenagers, kids. This is what Snap says. Snapchat is a camera company. But if you are a normal person, you know, then you're like, what does it actually mean? Are they producing cameras? Are they only gonna focus on spectacles as the new way to shoot videos and photos? Not really. What it does, it opens with a camera. Once you open the app, that's what it does. A recent study that Facebook commissioned about Facebook actually confirms that people get depressed using Facebook and some other social networks. But why? Facebook says because you're using it wrong. (audience laughs) Of course. So if you are pro-active and if you are engaging with your friends, with brands, if you are creating content, then you're not getting as depressed or maybe you're not getting depressed but you're feeling better, because you're contributing and you're also getting feedback from y...
our friends or from your audiences. So what Snapchat does, it actually makes you a creator. By opening with a camera and by calling themselves a camera company, they make sure that once you open the app, you start creating. In the real life, that's what it means. So you're like, seeing, you're immediately put off. That's one thing that would stop me using Snapchat if I was a beginner right now. I'll be like, this is not happening. But when you actually start using it, you're like, okay, there are those cute filters. You know, I can turn myself into a bunny or there can some other like Bitmoji elements. And it has sound. Not sure if you can hear it. But like, you can actually, like, interact with a mini-me. And like, this is also what can happen. I think this is, like, the most awesome lens so far in addition to Snapchat Hotdog. (audience laughs) And then there are other things. Like, for example, again, it has music. Can we put music on a little bit? So pretty random. And you're probably thinking, like, what does this have to do with my business? I have no idea why. Or like, again, if you're using Bitmoji, you know, that's the mini-me. (sound effects) So and then, this is totally random, I'm sorry, but. (upbeat music plays) So this is the kind of stuff you can get exposed to. And it can turn, you know, your selfies or the world around you into this colorful, playful environment and then, again, if you're thinking, okay great, but what does it have to do with my brand? We're coming to this and now I'm gonna show you how it works and how you can use creative tools in making your Snaps really fun and creative and incorporating your brand. So again, this is kind of the question asked earlier. Yes, I felt that way. I just missed Snapchat when I first started using it, because I thought that's, you know, that sexting app, I don't do it, like, who need that. Those young kids do that. But actually, it's a lot of fun to use. When you have friends, if you're using it as a consumer and then when you have a following that you really engage with, then it can be really beneficial. So the reason why it's so confusing. The answer lies in this quote by Evan Spiegel, who says it should be fun. Because if you go to LinkedIn, Twitter, Facebook, you're scrolling through the feed and it's like that standard format that you're used to, so you know what to expect. Snapchat made it fun. They're like, tap and find out, you know. See what happens. Tap that button. And then they have a lot of, like, trophies and stuff. You only get a trophy once you have completed a certain step. You don't know what the other trophies are. So you explore the app, you become silly in your Snaps, and then you really have fun with it. In terms of the structure, this is how it looked before. So it kind of opens like a box. This is how I prefer to understand it. Like, one is the creator pad kind of where your photo, video pad is. And then it opens up to your profile, friends, stories. But it's not this thing anymore, because Snapchat did a redesign. And the redesign was slammed by social media users who said, so confusing, don't understand it, bring Snapchat back. People started signing petitions. That's how big it was. It is. So what Snapchat redesign looks like right now is that on the left, you see your friends, chats, and you can see the stories straight there. So I'll just show you. So these are your Snaps with your friends and those are the stories. So if there is a circle, then there is a fresh story. Not very intuitive, if you ask me or if you're used to traditional format. And then on the other hand, in the Discover, you can see brands, stories, and you can see publications and creators. And then the rest is the profile and Snap Map, so there are a lot of, like, other features, but those are the two main things. But what Snapchat has really done with this redesign, they made sure that every message you send to your friend, you open. And we will come to the details of Snapchat audience in a minute. And you will see that often the completion rate is 91%. So if I'm watching your story, I'm very likely to follow it through till the very end. And there is such a thing as Snapstreaks. When friends are messaging each other for longer than three days, they start having a streak. And teenagers go crazy about it. And they actually, if they're going on holiday without access to internet, they give their phone to or Snapchat account to their friends, so that they would continue Snapping their friends and chatting to them and continue having a streak. So Snapchat is doing a really important thing. They're making sure that you're talking to your friends and that you're having your community. Because if it's filled with brands and influencers who you cannot really relate to, and they removed those from the friend messages feed, they moved them to Discover, they make sure that you talk to your friends. And that's why those Snapstreaks with friends exist. So once you start using the app, you take a picture or like, you use the filters and then you start using the creative tools. You can add different geo-filters or overlays and then you can add, like, other different elements and text. You can animate it and this is how you are basically creating your own universe on Snapchat. Stories live 24 hours. However, you can download a story and post it and like, reuse it on YouTube or on other platforms. And then you can actually link out and embed your content on your website. Like, you can embed your stories and we'll talk about it in a minute as well.