Snapchat Finds its Footing in the Event World

Originally published June 3, 2016 , updated on August 27, 2020

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Snapchat_Logo_Goodman Lantern Blog

Social media continues to take the world by storm. Despite the fact that it may feel as though the current “big bosses” in social media are the only ones that matter, the fact is that social media really is in its infancy. It will continue to grow and evolve at a remarkable rate – after all, that’s the nature of the concept in its entirety.

Whenever a new social media platform is established, it is adopted by younger, more techno-savvy users. As the user base expands to include previous generations, these new brands begin to dip their toes into the realms of highly competitive B2C marketing. At this point, influencers, celebs, and advertisers throw themselves into the mix; and then its just a matter of time before event organisers find a way to get in on the ground floor of the action.

This is where Snapchat is at the moment. At the precipice of popularity.

What is Snapchat? Is it Just for Kids?

Until recently, teens have been the epicentre of the user-adoption rate for Snapchat. The messenger aspect of the app seems to be its biggest selling point. It’s all about image-sharing kicked up to a new level. The instant messaging aspect of the app is also what attracts teens, like AIM did a generation ago.

Snapchat messages disappear after 24 hours. This ghost-message effect is what put marketers off the app initially, and it is probably responsible for the app’s slow growth over the last few years. Quite obviously, marketers want their messages to stick around for a good while – after all, that’s the entire point of engaging with your audience, right? Well, perhaps marketers could find a way to spin this ghostly feature in their favour.

Don’t Fall Behind

Employing the FOMO (fear of missing out) tactic is something that event organisers have been doing for decades. In essence, Snapchat uses FOMO to create somewhat of an addiction. Users crave the knowledge of trending news and posts that won’t be around forever. There’s a delightful edginess to it that other social media apps are lacking.

Most social media platforms are a constant stream of identical calls-to-action. Users are beginning to find these constant ads fairly tiresome – there’s nothing new to keep their curiosity piqued. There is a growing cynicism that prevents users from developing an interest in event posts that they have seen a hundred times and will continue to see a hundred more.

Event professionals need to market the most exciting aspect of their industry: the fact that it’s all temporary. If you only have one chance to view content before it disappears or attend an event before it’s all over, chances are you’re going to invest more of your time and interest. This is the magic that apps like Snapchat are able to capture.

What is Social Market Research

Originally published September 7, 2015 , updated on August 21, 2020

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It seems fairly obvious that there should be many variations of market research, each one as important as the other. Social market research, in particular, is becoming increasingly more significant as millennials make their way up the economic food chain. Social media platforms (particularly Facebook, LinkedIn, and Twitter) are becoming the smartest way to obtain valuable information for businesses wanting to launch new products or services.

Social market research focuses on the behaviour of a particular target market. In order to accurately complete this type of analysis, one would need to gather information relating to the opinions, needs, attitudes and motivations of a group of people. This data can then be used to pinpoint which target market would benefit the most from a particular company’s products or services. Due to the inherent “openness” in the behaviour of most millennials, it is relatively easy to collect the information needed to complete the social market research process.

For a business to succeed in the Information Age, it is necessary to fully understand the target market. Customers are always looking to support businesses that are conveying a message or aiming for a socially conscious goal. Connecting with potential customers on social media platforms is probably the smartest move any business can make; inspiring communication whilst collecting valuable behavioural data.

Social Market Research for Businesses

Social Market Research

Originally published March 26, 2015 , updated on July 18, 2021

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In this new age of digital, social, and mobile mediums, social market research is becoming more and more important.  The majority of consumers are constantly connected to a digital stream of information. It has changed the way they shop and browse on whichever screen happens to be in front of them at the time! The most progressive marketers understand that they constantly need to switch on their brand to this audience, in order to ensure media impressions across social media and websites.
The differences in these impressions can tell us a lot about the consumer. A paid impression lets the user know that the marketer thinks they are interesting to their brand. On the other hand, an earned impression will tell the marketer that the consumer finds the brand interesting to them.

The smartest marketers will take this information a step further. You can optimise content by tracking every Tweet, post to Facebook, click and page view. Also, you can develop creative strategies and website or app experiences. You can achieve it by discovering which ideas are most engaging to consumers, simply because users have viewed and shared them the most. Bear in mind it is important to find a healthy balance. Intelligent consumers will spot it if you over saturate one area of your marketing. Quickly build on multiple successes and don’t be afraid to keep developing new ideas for content.

Digital and social data from market research can offer so much more than surveys alone.