As marketers, we fight and claw for the consumer’s attention -- blood, sweat, or pixels, we will shed whatever we need to for a minute of mindshare.
If that makes the self-destructing messages of social media platform Snapchat seem counterintuitive, I get it.
After all, a platform built around disappearing content feels more like a tool for teenagers to hide things from their parents than it does an advertising platform.
But Snapchat has gone mainstream: 100 million active users and 7 billion views, daily.
Yea, that mainstream. Too much of an audience for brands, celebrities, media outlets, and even politicians to possibly ignore.
So how did what was once mistakenly described as a “sexting app” become the world’s hottest social platform?