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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