Snapchat as a tool for marketing

Back in 2011, when Snapchat were just a small university project from Evan Spiegel with his co-founders, he didn't think that this platform would surpass far more than his expectation. And now, Snapchat has become one of the most trending social media platform since the rising of Instagram. Unlike Instagram with their pictures, the key things that made Snapchat become one of the most popular social media channel is their short video platform.The concept is pretty much the same with Vine but the videos duration is longer (about 10 to 14 seconds per video). Nowadays, many people using this platform to share their everyday stories through those short videos, even celebrities. Big organizations also saw their chance and grab this social media channel as a method to interact with customers and promoting their products. By taking the advantages of the short videos duration, companies need to come up with an interesting story to entertain the users of this platform.

Take RedBull as an example, they are known as one of the most successful company for using effective marketing strategies. In 2015, RedBull let Mack McMorris, a snowboarder and X games champion to take over their Snapchat account and sharing his personal lifestyles on it. This strategy let the Snapchat users to interact with sport athletes, making them feel closer to the players. By doing this, RedBull can increase their customers base through reaching athletes' loyal fan base.