This article is about understanding Snapchat’s potential as a tool for marketing and communications. It is based on a talk given by Jeff Green, CEO of The trade desk at a conference in September 2016.
Green argues that Snapchat can be used to reach young people who are not reached by other media. He cites data from comScore which shows that Snapchat reaches 41 percent of 18 to 34 year olds in the United States. This is higher than any other social media platform.
Green also argues that Snapchat is different from other social media platforms because it is based on images and not text. This means that it can be used to communicate messages in a more visual way than other platforms.
Finally, Green argues that Snapchat can be used to create “stories” which are collections of images and videos which are shared with others. These stories can be used to communicate messages in a more engaging way than traditional advertising.
