By Natasha Artavia, Business Wire
Launched in 2011, Snapchat is a messaging app that allows users to communicate with annotated images and video clips that disappear once viewed. It is the perfect representation of the future of news sharing as it merges text with images, a process that taps into innate human learning ability thus allowing users to instantly understand what the reader is trying to portray.
According to Snapchat’s own internal data, 4 billion (and counting) videos are viewed on the mobile app each day. Think about that for a moment. 4 billion videos are uploaded and shared and viewed on a daily basis between Snapchat’s users. Now, while most of those videos are user generated content, consider the impact this platform has on the news sharing and consumption.
News is travelling at a breakneck speed and becoming more and more socialized now that mobile devices are established threads in our social DNA. How prevalent are smartphones? According to a recent study conducted by the Pew Research Center, approximately 64 percent of American adults and 85 percent of young adults own smartphones.
When you factor in app downloads and user engagement on smart phones and other devices, Snapchat’s disruption of the news industry shouldn’t come as a surprise. Media firms are always striving to increase their audience range and Snapchat provides them access to a huge, demanding audience in the 18-34 year old range.
This is where Snapchat’s Discover comes in to play. To date, 15 media outlets (including Mashable, CNN, ESPN and National Geographic, to name a few) have joined in on this new way of distributing news. Easily accessible, Snapchat users tap on the icon of the media outlet they are interested in and view short bursts of breaking news in the form of videos, photographs, interviews, etc. These Snaps present a condensed, media rich platform to share today’s latest breaking news, highlights from the last Sunday’s football game, to clips on how to bake the perfect pizza.
While the Discover channel partners are limited in number, they provide Snapchat’s 100 million daily users with fresh content that they can consume and share. And where Discover allows companies like IGN to craft these catchy, modern news reels, others are creating and using their Snapchat accounts to engage with their audiences and consumers directly.
For marketing purposes, this intimacy between company and consumer can be extremely beneficial. Through exclusive visual content, consumers have the opportunity to see behind-the-scenes of the companies and brands they follow and are loyal to. From the debut of the latest products to mini-interview clips, this social channel is providing business with a new way to approach their brand and gain loyal consumers.
Snapchat’s visual interface is in many ways the future of global news. It allows organizations to reach wider audiences including international audiences without the need for translations, as it presents the news in a visuals first format.
Brands using Snapchat to reach audiences must be prepared for their news to disappear as well as to be snapped and shared again. Of course, this means this type of transparency needs to be handled with extreme care. Even though Snapchat boasts brevity and the 24-hour expiration date of each Snap, users are able to save content via screen captures and through the app itself.
While Snapchat continues to grow, and the demand for more user-friendly news content increases, it will be interesting to see the new ways in which more traditional news outlets create, package and disseminate to the public.
Interested in learning more about the future of visual news? Download our free guide: Let’s Get Visual to learn the science behind visual news as well as the steps you need to take to create it yourself.
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