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Marketing to millennials? Don't ignore Snapchat

LOS ANGELES – April 1, 2016 – Snapchat has over 100 million daily users who view 7 billion videos. While it was once considered a social channel used primarily by young millennials for messaging friends, recent changes have shown that its coveted user base increasingly uses the app to engage with content from news organizations and businesses.
The evolution in Snapchat use means it’s a great time for agents or brokerages to familiarize themselves with this social platform and how younger millennials engage with it.
Variety reported in a February survey of 1,117 Snapchat users aged 13-24 that around 44 percent of respondents who interact with the network’s “Live Stories” and “Discover” features do so at least once a day.
Live Stories is a compilation of snaps (photos and videos) from specific events and locations all over the world. Its Discover tab features content from top brands and publications like Buzzfeed, MTV, Cosmopolitan, ESPN and Comedy Central, among others.
Brands with an older demographic like The Wall Street Journal are among the least popular ones on Snapchat Discover, though the placement of brands that skew older could be an opportunity. In fact, over 50 percent of survey respondents said that they first became aware of brands like Vox, Fusion and Mashable after they were featured on Snapchat Discover.
Of the users who checked Snapchat multiple times a day, 48 percent said they viewed snaps and snap stories from brands, 47 percent interacted with snaps or stories using the Discover feature, and 44 percent looked at local live stories and events.
The survey found that 36 percent of users consider Snapchat their primary source for entertainment news; 28 percent as their main source for current events; and 30 percent use Snapchat to get news on the presidential election.
As Snapchat moves away from a simple message app, younger millennials will see it as an easy way to learn about new products and brands, keep up with the latest news, and interact one-on-one with friends and businesses.
For agents, it appears that now may be the right time to give Snapchat a try, so they can start connecting to – and understanding – the next generation of homebuyers.
Source: “Snapchat Content Survey: How Much Millennials Actually Use Live Stories, Discover and More,” Variety (March 24, 2016)
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Source: Florida Realtors Feed

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