Leading Meeting Professionals

Professional Convention Management Association

June 13 2016

Proof That Your Meeting Needs To Get Serious About Snapchat

Staci Wuokko

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150 million people — that’s how many people are using Snapchat each day of the week, according to a new article from Bloomberg. Where does that place Snapchat in the social media landscape? Ahead of Twitter, where less than 140 million people are tweeting, liking and interacting with the platform on a daily basis.

Some B2B marketing veterans might look at these numbers and assume that high school and college students are driving Snapchat’s surge in popularity. While the app is indeed enjoying widespread adoption among a young audience, new findings from eMarketer show that older users are jumping on the bandwagon, too. In fact, adults between the ages of 25 and 34 make up 27 percent of Snapchat’s American user base. That’s the heart of the coveted Millennial audience that dominates the how-do-we-engage-this-demographic conversation among nearly every member of the business events industry.

“Snapchat has tapped into a key change in consumer behavior: the desire for intimate one-to-one or one-to-few communication as opposed to broadcast-style sharing across an entire network,” Cathy Boyle, eMarketer principal analyst, said. “This desire is particularly strong among Millennials and younger consumers who don’t have strong ties to the traditional social networks.”

Users are embracing Snapchat, but many organizations are struggling to understand how to connect with a community on the platform. Unlike the scroll-forever style of content delivery on more established channels like Facebook, Twitter and Instagram, Snapchat looks and feels different. Most of the content isn’t built to last after a user has viewed it. Building a community isn’t as simple as paying to acquire followers or promoting tweets. If you want to help your organization devise a strategy for Snapchat, you’re in luck — the PCMA Education Conference will feature a session dedicated to the topic. If you’ll be joining the business events industry in St. Louis, be sure to mark your calendar for Tuesday, June 28 at 1:45 PM for Snapchat 101. Click here for more information.

Can’t join the PCMA community in St. Louis? Check out “Learning The Basics Of Snapchat Marketing” in Convene.

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