Native Advertising on Snapchat – with Eric Fulwiler, VaynerMedia


The headline on Snapchat is it is a
dominant app, still, for especially sub 30. Basically, the way that we think about it
is any brand or publisher that’s trying to reach an audience of sub 30 needs to
be seriously considering what their Snapchat strategy is. Best practices
for using Snapchat…the place that we always start is have a practitionership
approach to it. Meaning don’t try to just read the headlines, don’t try to think
that you know Snapchat just by listening to what I say, or listening to anything
you’re reading in an email newsletter, or at a conference. I think that’s a good place
to start. But to really understand whether or not
any tool or any channel is relevant to your audience, you need to be using it
first person. So you need to be playing around with it. You
don’t need to become a Snapchat influencer or put your whole life on there,
but you do need to spend 5-10-15 hours playing around with it to really
understand what it means. So I think that’s the first thing.
Another big tip or takeaway for us is that brands and publishers need to
be focused on how to create content on Snapchat that feels more user generated.
Even if you’re creating a 3v add on Snapchat, from what we’ve seen by the
clients that we work with and all the media that we spend on the platform is,
the content that feels more native — not surprisingly — but the content that feels
more native tends to outperform. The third one would be the stage
that we’re at with snapchat — and I would argue mobile advertising and native
advertising overall — is still very very early. Compared to something like TV
or even just general broader digital advertising that has had ten
years in the case of mainstream web or fifty years in the case of television to
establish norms. From a media perspective and from a creative perspective. We
haven’t done that yet with mobile advertising and native advertising so
those are still being defined. And so what that means, on a more practical note,
is that people should not necessarily assume that there’s one right way to do
it and should instead take the philosophy and approach that we take
which is we need to figure it out. You need to go in there with a test and
learn approach, try out a bunch of different things. See what works and consistently
kind of be building and iterating on top of that. There’s less and less reason in
2017-2018 for us to try to guess, even if we do have better creative intuition, or
even if we do think that we know what a brand should stand for better than anybody else. It is still a guess. It’s a subjective call to guess what a piece of content or
piece of creative should be. Instead, what we should be looking at is the data,
and we should be taking advantage of platforms like Snap and many others to
put out a bunch of different ideas, look at the data of how people are engaging
with it, or how it’s actually driving business results, or affecting the
perception of your brand. And combine that data-driven approach in that
objectivity with some type of creative vision. I think a way for brands and
publishers to create more native content on Snapchat is building on what I said
before. First of all understanding how people are using Snapchat. Because if the
goal is to create content that feels ‘native’, you need to understand what
‘native content’ actually means. And again on a practitionership level.
Spending time on a platform, following people, viewing stories, going on discover,
actually seeing what type of content is working and not working. I think that’s
the first thing. And then they need to invest in — whether it’s someone on their
team or themselves or they hire somebody or they can agency to do it — but someone
who actually understands how these platforms work. I think there’s too many
people who have an expertise in a different space that because Snapchat
isn’t that important, or because it’s not big enough yet, people aren’t actually
doing it the right way. You need to find someone that actually understands
the platform, because at the end of the day, it’s all about the people that
you have on your team. And you need to get that person into your group to
actually have a chance at doing Snapchat right. I think the future of advertising
on Snapchat is so massive and can go in so many different directions. We
as an agency — and I would give this advice to any business — don’t try to
predict the future, just try to react much more quickly to what happens in the
present. Because there’s a lot of companies that don’t move that quickly,
there’s a lot of opportunity to be had in just being a first mover on the
present as opposed to the future.


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