Approximately 1 billion Snaps are sent every day. Snapchat adoption and usage among mobile millennials is soaring, but brands are slow to react. Adam and Kevin will be your Snapchat sherpas in this entertaining, insightful, and educational session. Some of the topics we will cover are: • The basics. What is Snapchat and how does it work? Demographics and usage statistics, trends, and best practices. • Snapchat features. Direct snaps, Snapchat Stories, Snapchat Discovery, Filters, Geo-Filters etc. are all explained. • Why teenagers love Snapchat, in the words of actual teenagers. • Why Snapchat is the most engaging social platform ever, and why you need to get over the fact the content disappears. • How to get around Snapchat's $750k/day ad minimum and efficiently build your brand's Snapchat following. • The art of Snapchat storytelling. Real examples of brands using Snapchat right.

2. We help brands create entertaining branded content specifically
designed for social distribution across multiple platforms.

3. Matching you with the perfect social influencers
PopShorts uses proprietary tools to match brands with influencers to ensure
campaigns have an authentic voice and target the desired audience.
95% match
• Age 18-35
• >1M followers
• Fashion enthusiast
• Musician
• Big-brand experience
97% match
• Age 18-35
• >1M followers
• Hispanic
• Musician
• Big-brand experience
Clients: and
Actual example.

4. Polling the audience
1) How many of you use Snapchat, for personal use? Monthly? Weekly? Daily?
2) How about as a brand?
3) As a brand, does it concern you that content disappears?
4) What are the biggest challenges Snapchat poses to you as a brand?
5) How many of you would have sold out to Mark Zuckerberg for $3B?

5. The Abnormal Growth
of Snapchat

6. Snapchat by the numbers
• 100M+ DAU (Tech Times)
• 65% of users create content
daily (Adweek)
• Est. 155M MAU
• 2 billion story views daily
(Business Insider)
• 70% of Snapchat users are
women (WSJ)
• 18% penetration amongst
US social media users
(eMarketer)
• 71% of Snapchat users are
under 25 years old. (Adweek)

8. Digging deeper into college love for Snapchat (via Sumpto)

9. Why Millennials
Snapchat

10. Why do teens love Snapchat?
“There aren't likes you have to worry about or
comments—it’s all taken away. Snapchat has a lot
less social pressure attached to it.” – Andrew Watts, 19
I highly recommend reading his entire article titled A Teenager’s View on Social
Media. Written by an actual teen.
https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6

11. You post the best, posed pictures you took with
your friends at the party with a few candids (definitely
no alcohol in these photos).

12. You post the most awesome photo of the night.

13. You post yourself getting ready for the party, going
to the party, having fun at the party, leaving at the end
of the party, getting food after the party, and waking
up the morning after the party.

14. Talking Snap
with Kevin Jonas

22. Snapchat Influencers: Celebs
@rihanna @kylizzlemynizzl @ryanseacrest

23. Snapchat Influencers: Cross-Platform Social Personalities
@brittanyfurlan @jeromejarre @caseyneistat

24. Snapchat Influencers: Artists (creating ‘Snapterpieces’)
@shonduras @cyreneq @mplatco

25. Real, Engaging, Branded
Snapchat Stories

26. Challenge:
Walt Disney World wanted to join the
Snapchat conversation in a magical
way.
Solution: Disney brought in Snapchat artists and
influencers Mplatco and Shonduras to live Snap for a full
24 hours from within the Walt Disney parks.

27. Results:
• 50k+ followers in just 24 hours.
• Hugely positive fan response.

28. Solution:
The MLS Hosted a
“Snap Off” each
week between
popular Snapchat
artists.
Vs
Challenge:
The MLS wanted to raise their social
profile during the playoffs.

29. Challenge:
The Voice wanted to do something
special for their fans on Valentine’s Day.
Solution:
TheVoice Snapped fans back individually
with a special Valentine’s message from
their #VoiceValentine.

30. Challenge:
Fox wanted to create an engaging
story for Ice Age fans on Snapchat.
Solution:
We created a unique Story for Ice
Age using the ‘tap’ functionality of
Snapchat.

33. Snapchat Discover

34. About Snapchat Discover
- You can work with any of 9 digital publishers.
- They include ESPN, Vice and the Food Network.
- More publishers are in talks with Snapchat.
- Users need to swipe to see new content.
- It’s still early days – they’re experimenting.
- Sharing is limited to Snapchat Discover.

35. Creating Discover Content That Users Want To Share
Give users an image they can decorate
with an emoji.
Taken from Adweek:
http://www.adweek.com/news/technology/7-ways-get-people-share-
your-snapchat-messages-even-ads-165002

36. Creating Discover Content That Users Want To Share
• Have users fill in the blank.
• Have fun with guacamole and lists, two things people love.
• Imagine what their first hit record would be called.

37. Creating Discover Content That Users Want To Share
• Users can circle their current moods as expressed by Beyoncé lyrics.
• Come up with funny names for a boat.
• Dialog bubbles are fun to fill in when the subject is The White Stripes.

38. Overcoming Snapchat’s
Limitations

39. Overcoming Snapchat’s Limitations
Problem: It’s hard to build a large following with disappearing content.

40. Problem: It’s hard to build a large following with disappearing content.
Solution: Plan out your Snapchat stories, then cross-promote them heavily on your other
social channels.
And save your Snaps! Post one of the best Snaps (or a collage of Snaps) to Instagram,
or Tumblr, or make a video of your stories and share them to YouTube and Facebook.
Overcoming Snapchat’s Limitations

41. Problem: No clickable links makes it hard to prove an ROI or track success.
Overcoming Snapchat’s Limitations

42. Problem: No clickable links makes it hard to prove an ROI or track success.
Solution: You can try providing Snapchat-only promo codes to see if they convert for
you. However, your goal should be to optimize engagement, rather than to convert
people directly from Snapchat.
Drop-off
- 31.31%
- 1.49%
- 2.76%
- 1.43%
Overcoming Snapchat’s Limitations

43. Problem: Minimum spend is $750k per day to advertise with Snapchat.
Overcoming Snapchat’s Limitations

44. Problem: Minimum spend is $750k per day to advertise with Snapchat.
Overcoming Snapchat’s Limitations

45. Problem: Minimum spend is $750k per day to advertise with Snapchat.
Solution: That’s not the case anymore.
Snapchat now offers the ability to advertise on Discover.
The rates are said to go from $0.02 to $0.15 per open
(for a 10 second video ad), and can accommodate
budgets from around $50k to $500k per day.
Overcoming Snapchat’s Limitations

46. Problem: Snapchat Discover doesn’t allow for my brand to tell a complete story.
Overcoming Snapchat’s Limitations

47. Problem: Snapchat Discover doesn’t allow for my brand to tell a complete story.
Solution: Work with influencers. They can help you reach millions of engaged Snapchat
users with a manageable budget.
Overcoming Snapchat’s Limitations

48. Thank you for joining us!
Key Takeaways
• Be authentic.
• Create content specifically for Snapchat.
• Provide entertainment value to your audience.
• Cross-promote. Cross-promote. Cross-promote.
• Interact with your fans. Open their snaps and reply; don’t leave them hanging.
• Get creative. Give your fans a reason to want to watch your stories.
• Have fun with it. Snapchat doesn’t require perfection.