Youth Insights, Expert Commentary, & Agency Culture
Why Snapchat Marketing is the Key to Target Teens and Tweens

Why Snapchat Marketing is the Key to Target Teens and Tweens

There is no better way to successfully engage your audience than communicating where your audience is, and data proves teens and tweens the most active Snapchat users.

While 41% of teens are now on Snapchat, only 23% of them are still using Facebook. The fact remains, teens desire parent-free social media destinations.

In addtion to being the favorite social network for teens and tweens, Snapchat also has two major advantages for your brand marketing:

  • Less competition: Most brands still focus their social presence on Facebook, Twitter and Instagram which can make it quite difficult to break through the advertising noise. Even though many brands are already using Snapchat to connect with consumers in highly personal and engaging ways, there is still less competition than on other social channels. The first movers with authentic strategies will have a clear advantage in the consumer-acquisition race
  • An original communication: Brand communication on Snapchat are much different than what consumers engage with on other social networks. Teens’ and tweens’ expect unpolished content that tells your branded stories in the most authentic, fun and inspiring ways imaginable. Remember, teens are your best brand ambassadors as they won’t when inspired to share your content with their friends -- if they like it.

Mondelez International, the snack company, was one of the first to notice the amazing opportunities of marketing on Snapchat and didn’t hesitate to jump on the platform to promote its Sour Patch Kids candy brand. It is a great example of a brand that is nailing it at communicating with teens, whether it is about raising awareness or engaging its customers.

"Snapchat is a quick, easy and fun way to communicate that provides a different kind of creative expression than other platforms," explained Mondelez's Farrah Bezner, marketing director for the consumer-goods company's candy division.

Understanding clearly the tremendous power of influencer marketing, Mondelez partnered in one of its first campaigns, called "Real-life Sour Patch Kid”, with Vine star Paul Logan to massively increase its followers.

Together, they created a five-day series of Snapchat stories recording pranks around New York City via Snapchat. The campaign was playing on the brand’s tagline, “First they’re sour, then they’re sweet”, as the pranks went from “sweet” at the beginning to more “sour” as the days passed.

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