Snapchat en la estrategia publicitaria.
Snapchat se ha convertido en la aplicación de moda para los millennials. Pese a sus mensajes con
vida limitada y con capacidad de autodestrucción, se arriesgó a entrar al negocio
de la publicidad.
Aunque la aplicación no ha brindado datos oficiales sobre la
cantidad de usuarios que posee, ni el rango de edad de los mismos, es evidente
que son los jóvenes los que dominan Snapchat.
La posibilidad de compartir foto mensajes y vídeo mensajes
con los usuarios, no ha dejado de ser interesante para las marcas, en especial
para aquellas dirigidas a los más jóvenes.
Al ser la aplicación de moda, hay muchas marcas esperando
para publicitarse dentro de la aplicación; sin embargo, los precios no son los
más accesibles. Según anunciantes que han estado en contacto con Snapchat, la
aplicación cobra cerca de 750 mil dólares por día y cada visualización cuesta
entre 15 y 30 centavos.
Sus precios superan a los de YouTube, que rondan entre los
500 mil por día.
Muchas marcas no ven los precios como un impedimento, pues
consideran que su público está dentro de la aplicación y pueden establecer una
comunicación más íntima con los usuarios.
Marcas como McDonald’s,
Samsung, Macy’s y Universal Studios ya cuentan con publicidad dentro de la
aplicación. Universal asegura que han tenido un gran impacto al promocionar
algunas de sus películas en Snapchat.
Al igual que otras aplicaciones y redes sociales, es una
buena plataforma para que las marcas se comuniquen con su público, siempre que lo
hagan siguiendo una estrategia, conociendo la capacidad y oportunidades que
ofrece cada medio.
Algunos de las formas en las que se puede incluir Snapchat en la estrategia publicitaria
son:
-Presentar promociones
especiales: aprovechando la corta
duración de los mensajes es posible llegar premiar a los usuarios más fieles
con promociones limitadas.
-Dar cobertura a eventos: de forma creativa, presentando lo que ocurre en tiempo real.
-Crear expectación: dar avances de nuevos productos o servicios, crear
expectación para una campaña y dar adelantos sobre próximos eventos.
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