KATHRYN JEFFORDS
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Smarketing

Snapchat Advertising... Is it effective?

4/20/2015

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I have been an avid user of Snapchat since the app launched in 2011. I have seen the app evolve into what it is today. I must say that I do not think Snapchat advertisements have the intended effect. I personally never use the "Discover" app, which allows users to receive content from outlets such as CNN and National Geographic in real time. I primarily use the app to send personal snaps and post to My Story. 

One feature that I believe is effective are Sponsored My Stories. Various events such as COACHELLA and Marti Gras in New Orleans post live feeds of snapchats using geo-filtering. This feature allows for people who are in a certain location or attending a certain event to post to a collaborative My Story. I must say, this feature really feeds FOMO (or fear of missing out), especially for large concert events that I couldn't attend. 

The "Discover" feature should be more embedded in the app, so that users do not have to go to a separate tab to see the content being posted by news outlets. To me, it feels like I am consciously clicking on something that will be nothing but a feed of advertisements and content that I do not necessarily use the app for. 
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    Kathryn Jeffords majored in Strategic Communications at Elon University. She reads Flipboard, enjoys live music and frequenting coffee shops and perfecting the art of macaroni and cheese.
    Contributing blogger on sciencemediasummit.org and jhfestival.org 

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