Snapchat Campus Takeover
4 minute read
- Snapchat launches American initiative to partner and feature select College Newspapers.
- College partnerships create a new territory for brands to target millennials.
- College newspapers provide the opportunity for a variety of brands to engage and support e-commerce tactics.
Snapchat’s Discovery feature is providing brands a unique space to garner awareness and engage consumers in branded content. Snapchat has been gaining the popularity of millennials since its original launch in 2011, but one of its most recent additions, Discover, is an extension of Snap’s Stories feature. By utilizing this feature, brands can string together multiple videos, text and images in order to advertise and covey messaging. The feature has attracted major brands and publishers such as MTV, The New York Times and the NFL. True to Snapchat’s fashion, these Discover pages have a limited window of engagement before they disappear which creates a sense of urgency for consumers to explore content.
Snapchat launches American initiative to partner and feature College Newspapers
Recently, Snapchat has opened its Discover feature to less established media companies: College newspapers. This American initiative is titled “Campus Publisher Stories” which started simultaneously with the “back-to-school” season featuring The Daily Californian at U.C. Berkeley, The Battalion at Texas A&M University, The Daily Orange at Syracuse University and The Badger Herald at the University of Wisconsin in Madison as beginning partners. The stories will only be visible every Friday to Sunday within the campus and student living perimeters. MKTG breaks down three key takeaways for sponsors on this new product roll-out from Snapchat.
Through Campus Publisher Stories, prospective sponsors will have direct access with hard-to-reach millennials
The Campus Publisher Stories allow room for sponsored ad space. Brands that have a hard time breaking through advertising clutter and reaching the college millennial demographic now have a new hyper-localized platform to do so.
College Newspapers have a high weekly readership.
“47 percent of students use their college newspaper as the primary way they learn about campus events. The study also found that 70 percent of students surveyed read official news sources, like college newspapers, weekly.” (ORC International)
College students use the platform daily.
“More than three-quarters of college students — 77%, in fact — use Snapchat at least once per day.” (Mashable)
It is critical for brands to know that their target group is engaged with the platform they invest in. College newspapers have high readership and have developed a trusted rapport with students. Snapchat is one of the leading apps among millennials. The combination of the two create a strong force of content publishing that brands can capitalize on to engage college students with their content.
Stories by college publishers can feature a wide range of content, creating opportunities for brands across a variety of sponsor categories
College newspapers produce a diverse range of content that allows for a diverse range of brands to become partners and get involved.
The Campus Publisher Stories will feature a compilation of articles that provide brands the opportunity for category ownership. Brands interested in promoting products/services within a certain category of interest can ensure alignment of news content with their brand. By having brands integrated with original content curated by the colleges themselves, an authentic connection is created with the consumer.
Snapchat has a confirmed ability to influence purchase decisions of college students
By utilizing Campus Publisher Stories, brands can facilitate a two way dialogue with the college demographic to influence purchase decisions. The platform has the capability to instantly link online retailers (within Discover) which creates the opportunity to increase a brands ROI with Snapchat. To supplement this initiative, brands can leverage the hyper-localized perimeter to send out additional advertising and further sales promotions that are applicable to each campus.
College students are open to engaging with brands on Snapchat.
- 45% of college students would open a snap from a brand they didn’t know
- 73% of college students would open a snap from a brand they did know
- 58% of college students would be likely to purchase a product if sent a coupon on Snapchat (Soldsie.com)
Snapchat’s new initiative with College newspapers provides a new territory on a leading platform to engage millennial’s in an authentic way with branded content. This feature has not yet hit the Canadian market, if it arrives, there is the potential that it will unlock opportunity for both campus publishers and brands to better target the college millenial demographic.