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Snapchat Announces New Ad Partnership with Cameo, Unveils New Snap Originals

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This could be a very interesting new addition for advertisers on Snapchat.

Today, as part of its NewFronts presentation, Snap unveiled a new partnership with celebrity video creation platform Cameo, which will enable Snap advertisers to pay Cameo members to create short video ads for their Snap marketing efforts.

Is that ‘Mean Girls’ star Lindsay Lohan talking up Velveeta on Snap? I think it is.

Called the ‘Snap x Cameo Advertiser Program’, the process essentially simplifies celebrity endorsements, with advertisers now able to directly pitch Cameo’s 45,000 celebrities for their ads.

That could be a big deal. Celebrity endorsements have a much higher chance of going viral, and partnering with just the right person for your brand could explode your marketing efforts overnight.

It won’t necessarily be an automatic win every time, and the celebrities will, of course, have the option not to accept any proposal. But again, the right celebrity, paired with the right message, could be big, and the option will undoubtedly attract a lot of interest.

For context, Cameo generated $125 million in revenue last year, underlining the popularity of the format, while Snapchat is now up to 332 million daily active users, eclipsing Twitter, Reddit and Pinterest.

It seems like an option ripe with opportunity – the Snap x Cameo ad program launches this week with initial partners in the US.

In addition to this, Snap is also launching a new ‘Snap Promote’ option, which will enable content partners to promote their Discover shows and other content within the For You feed on the Stories page. 

Ad partners can also sponsor shows, or advertise within Discover, so while the main focus here is helping publishers build their audiences in the app, it will also have flow-on benefits for all Snap ad users.

Snap’s also announced a range of new and returning Discover shows, including a new season of ‘Charli vs Dixie’, starring TikTok stars Charli and Dixie D’Amelio, as well as a new series with Olympic legend Simone Biles.

Snap Originals

Snap’s original programming continues to be a winner for the app, with Snap reporting that overall daily time spent by Snapchatters watching Shows and publisher content on Discover increased 25% year-over-year in Q1 2022.

Snap also claims that over 80% of the US Gen Z Population watched a Snap Original in 2021. Which seems like a lot – but basically, Snap’s short, episodic Discover content has been a hit with younger audiences, catering to modern viewing habits, and aligning with emerging media consumption behaviors.

The new programs will further reinforce its Discover offering, while the partnership with Cameo has huge potential for the app, and for ad partners.

Worth exploring in your process.

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Pinterest Focuses on Travel Inspiration and Education for Black History Month

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Pinterest Focuses on Travel Inspiration and Education for Black History Month

Pinterest is taking a unique approach to Black History Month, with a new ‘Find Your Routes’ Black Travel Hub initiative, which aims to highlight places that have strong connections to Black history, while also showcasing Black-owned businesses.

As explained by Pinterest:

“Find Your Routes” is inspired by The Negro Motorist Green Book aka “The Green Book”. The Green Book was a guidebook for Black travelers during the Jim Crow era that provided a list of accessible hotels, boarding houses, taverns, restaurants, service stations and other establishments throughout the country that served Black Americans patrons.”

The Black Travel Hub, which you can find here, will present a range of travel options, along with their history, with creators from the US, Colombia, Jamaica, Brazil and more, all taking part in presenting their city.

It could be a good way to provide education alongside inspiration in the app, while also helping people to connect, and support highlighted communities.

Pinterest will also be showcasing Black-owned businesses on Pinterest TV, while internally, it’s also hosting a company-wide event ‘to help employees gain knowledge about the history, present, and future of Black travel through the lens of Black Pinployees’.

As noted, it could be a good way to both spark important conversations, and inspire new travel journeys, which include an extra level of cultural understanding and education, along with a leisure break.

It’s an interesting take on the celebration either way, and it’ll be worth noting what sort of reaction the initiative gets, and whether it inspires more travel as a result.

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Snap Tumbles On Weak Revenue, Gloomy Outlook

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Snap Tumbles On Weak Revenue, Gloomy Outlook

Snap shares plunged after missing analyst expectations in Q4, while forecasting a year-over-year revenue decline.

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Snapchat Adds 12 Million Users in Q4, Posts Lower Than Expected Revenue Result

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Snapchat Adds 12 Million Users in Q4, Posts Lower Than Expected Revenue Result

Snapchat added 12 million more active users in Q4 2022, and Snapchat+ subscriptions continue to rise, but company revenue missed market estimates, in another mixed result for the private social app.

First off, on users – as noted, Snap added 12 million more actives, taking it to 375 million DAU.

As you can see, North American user growth is still flat, while European users saw a slight uptick. But it’s the ‘Rest of the World’, specifically India, which is driving Snap growth.

Which is helping to boost the overall usage numbers, and expand opportunity. But on the revenue side, it’s not pushing things forward in a significant way.

Snap Q4 2022

As you can see in this chart, Snapchat’s revenue has increased, but a key problem here is that it’s still reliant on the US and Canada for the majority of that spend, with other markets trailing well behind on the revenue front.

Snap Q4 2022

In this chart, you can see that Snap’s Revenue Per User has actually declined year-on-year – so while it is growing, it’s not bringing in revenue at equivalent scale, and it’s even going backwards in some respects.

Which is why its stagnant growth in North America is a problem – though Snap has also seen take-up of its Snapchat+ subscription service increase.

“In Q4, our subscription service Snapchat+ reached over 2.0 million paying subscribers. Snapchat+ offers exclusive, experimental, and pre-release features, and in Q4 we launched new features such as Custom Story Expiration and Custom Notification Sounds, providing subscribers with over 12 exclusive features.”

That’s a handy additional revenue stream, but as with all social media subscription services (including Twitter Blue), take-up is generally limited, and at 2 million subscribers, that’s still only 0.5% of Snapchat’s active user base that’s been willing to pay extra for these add-on elements.

Snap has also faced challenges in rebuilding its ad business, in the wake of Apple’s iOS 14 update, which has impacted data collection, and Snap CEO Evan Spiegel says they still have some way to go on this yet:

“We continue to face significant headwinds as we look to accelerate revenue growth, and we are making progress driving improved return on investment for advertisers and innovating to deepen the engagement of our community.”

Snap has seen improvement in its commerce integrations, which includes digital items for Bitmoji avatars which Snap is eventually looking to translate into real-world item sales as well. Snap also says that it’s facilitated over than 161 million product trials by over 35 million Snapchatters for Walmart, leveraging its Catalog-Powered Shopping Lenses at-scale.

Snapchat AR shopping

Those point to bigger opportunities, but right now, amid the broader economic downturn, and restrictions on data collection and targeting, Snapchat is in a tough spot, and will be for some time yet.

Essentially, then, you’re banking on Snap’s future, and its advanced tools that could help it better align with expanded AR and VR use. And Snap is seemingly in a good position on this front – though again, the impacts of the last year, which also forced Snap into lay-offs, will also have some effect.

Really, then, the results here are relative to your perspective.

For advertisers, more Snap users means more potential reach – but most of Snap’s growth is coming from outside the US. More advanced AR activations could become a bigger deal in future, but it depends on how you’re looking to connect, and product fit.

Investors won’t be overly happy with the numbers, but there are positive signs on the horizon. It’s just that the horizon, in this respect, remains well in the distance at this stage.

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