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Opinion and Insight
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Brands, Snapchat and Conversations in 2016

The Marketing Standard, 9 months ago

Dimitry Ioffe, CEO, TVGla, ponders digital in the New Year

Brands, Snapchat and Conversations in 2016

Conversations will be the buzzword for 2016. How brands and consumers talk together will be a growing focus for marketers in 2016. We’ve seen tremendous change and growth in new ways for the public to interact with the brands they love and even those they hate. This is only going to accelerate as new platforms become more established and they invest in developing social content.

From emojis to whisper to live streaming across Facebook and periscope, I’m particularly bullish on Snapchat. This platform is only just beginning to hit its stride. 

While the organic side is filled with experimental content from influencers, brands, celebrities, sports figures and musicians, and the discover channels feature well designed and produced stories offering a one-to-one-to-many styles of communication – it’s the live stories section that has the visceral power to bring us together like no other.

We are only now starting to see some of the power of the Snapchat community. When you consider that about one quarter of attendees to a sporting event or rock concert or other immersive experience are Snapchatting moments in 10 second bites to friends, family and others all over the world, the very nature of ‘man on the street’ reporting takes on a whole new meaning.

The challenge is for brands to be relevant in these moments. Geo-tagging, banners and buttons are only one part of a marketer’s Snapchat tool kit. Leveraging influencers on this platform and curating video content will make it even more powerful. We see great opportunities for our clients to make Snapchat a core platform for new marketing strategies in the year to come.


Dimitry Loffe is CEO at TVGla