by Carli Saldsman
Now more than ever, PR professionals should have a thorough understanding of the ever-changing communication landscape. It seems like a new platform emerges every day, and we have to keep up. Having a buffet of communication channels at our fingertips is great, but not every tool is easy to navigate – or appropriate for every brand.
You’ve probably heard of Snapchat, the popular photo messaging application that allows users to send photos and videos that essentially self-destruct within seconds. The appeal lies in being able to send a photo or video of absolutely anything and knowing that after a couple of seconds, it will never be seen again. But when the message has such a short shelf-life, how can a brand use Snapchat to effectively and creatively communicate with its audience?
Breaking through the clutter is never easy, but organizations are finding new ways to keep consumers engaged. Time magazine recently reported that Heineken had used Snapchat to provide clues to Coachella music festivalgoers about secret concerts taking place during the festival. As one of Coachella’s many sponsors, Heineken effectively used Snapchat to break through the clutter and drive consumers to the Heineken House stage where the surprise acts were performing.
Also, a recent Advertising Age article indicated that brands are now using mobile messaging apps, including Snapchat, Kik, Tango, Line and WeChat, as a go-to advertising medium. Just last week, Taco Bell announced it would advertise its newest taco with a short movie on Snapchat. Snapchat allows companies to create pages just like regular users, so brands are able to engage with consumers in a fun, easy and approachable way.
A saturated communication landscape is here to stay … and it will continue to become even more cluttered. So, organizations must continually find new ways to send messages and engage their audiences in meaningful ways.
Despite the possibilities afforded by Snapchat and many other new platforms available today, the million-dollar question remains the same: How will you get your message across?