Kelly Meyers Presents at Brand Innovators
“Before you engage with millennials on Snapchat, you have to first get”
Understanding Millennial Behavior and Snapchat
When you compare this number to the average open rate for branded e-mails – less than two percent – there’s no comparison.
In her presentation at Brand Innovators' Mobile Millennials conference at the Nomad Hotel in New York City, Senior Creative Strategist Kelly Meyers outlined how brand marketers can best harness and manage this tool to reach the coveted “iGen” or young millennial category.
Understanding Millennial Behavior and Snapchat
She first gave the audience a crash course on understanding millennial behavior. In a recent study, for example, teenage girls reported that they have actually suffered from fear-of-missing-out syndrome (or “FOMO”) after seeing social media posts from their friends. She read several passages from Danah Boyd's book "It's Complicated: The Social Lives of Networked Teens, focusing in on her research about a teenager's social media usage as a means to "hide in plain sight":
“As children grow up, they look for more sophisticated means of passing messages that elude the watchful eyes of adults,” writes Boyd. “They hide messages in plain sight by leveraging shared knowledge and cues embedded in particular social contexts.”
Marketers left with a clearer understanding of the nuanced rules and etiquette of the evolving platform that is Snapchat, and a few tips to integrate into their marketing playbook. For example:
Embrace the casual, disposable nature of Snapchat.
After all, they are only going to see the image for a few seconds.
Enable positive “FOMO” around your product experience and the audience.
It's the best way to entice users in real-time to consider, taste, try, or check out your product.
Take the time to engage one-to-one with genuine consumers and use as CRM.
A simple response – like a thumbs up emoji – is a bright spot in every Snapchat user's day. Take the time to respond to every snap!
About the Code and Theory Network
The Code and Theory Network is the only network with a balance of 50% creative and 50% engineers at scale. The technology and creative network within Stagwell Group is built to experience change for businesses that need to navigate the complexity of changing consumer behaviors, emerging technologies and AI. With a global footprint and the capabilities to work across the entire consumer journey, we crave the hardest problems to solve. The network includes the flagship agency Code and Theory as well as Kettle, instrument, Left Field Labs, Mediacurrent, Rhythm and Truelogic. Code and Theory clients include Amazon, Apple, JPMorgan Chase, Mayo Clinic, Microsoft, NFL, Pfizer and Yeti.
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