In the realm of social media, the reasons behind the triumph of certain platforms and the struggles of others often appear enigmatic. How did networks such as Facebook and Twitter ascend to dominance while others faded into obscurity? Although opinions abound on the matter, the true determinants of a platform’s success or failure often lie beneath the surface.
Snapchat, commonly known as a social media application, has recently rebranded itself as a messaging service in a bid to distinguish itself in a market oversaturated with similar offerings. The app’s shift to becoming “less social media, more Snapchat” is indicative of its aspiration to set itself apart from its rivals. Despite encountering challenges, the company has persisted and diligently strived to deliver products capable of rivalling those of Facebook and Instagram.
At the forefront of Snapchat’s journey to prosperity is Ronan Harris, the company’s EMEA president. In a recent interview, Harris underscored the significance of fostering genuine connections among users. He expressed, “Our users inform us that Snapchat is the happiest space in which they spend time online. I would like to assert that this is due to possessing a magically joyful technology. However, I believe that it is primarily because it is where they allocate the majority of their online time with individuals they hold in high regard, in a manner that feels authentic and genuine.”
Snapchat’s dedication to authentic connections has enabled the company to carve out a distinctive niche in the advertising market. Unlike rival platforms, Snapchat has seamlessly integrated native advertising into the user experience, thereby enabling brands to engage with their audience in a non-intrusive manner. The company has gone the extra mile by offering advertisers the opportunity to create custom augmented reality lenses, a feature that distinguishes it from its competitors.
Contrary to the prevalent perception of tech corporations prioritising scalable solutions over human interaction, Snapchat has adopted a different approach. Harris expounded, “When you’re investing in advertising expenditure, unless you’re a small enterprise, you have the option to speak to a human at the other end of the line.” This personalised approach has enabled Snapchat to cater to the requirements of businesses of all sizes, propelling an 85% surge in their small business segment.
In addition to furnishing robust advertising tools, Snapchat has also streamlined the process for small businesses to leverage its platform. For instance, the company now offers a feature that empowers users to upload a still photo of a product and automatically generate an augmented reality lens for individuals to “try them on”. Through these endeavours, Snapchat has demonstrated an acute comprehension of the needs of both advertisers and users.
The success of social media platforms like Facebook can frequently be attributed to mastery of underlying factors that seldom surface to the public eye. For Snapchat, this entails concentrating not only on user engagement, but also on the intricate mechanics that propel its advertising ecosystem. As the company continues to forge its path in the ever-evolving tech landscape, it is evident that its commitment to furnishing a genuine and captivating user experience will be pivotal to its enduring prosperity.