DIGITAL TITANS _ Why Snapchat is pitching its platform as an alternative to social media. “Sports and music are [some of the ways] people are able to connect to each other and to culture,” said DeCourcy. “You will see us across this year lean into sports, music and the places that we know our community loves to have those real life experiences together, the concept of fandom and what it does for shared interest.” While the platform isn’t planning to spend more on advertising than it has in the past, Snapchat is “changing the strategy of how we go to market,” said DeCourcy, adding that the platform will be showing up at events that are meaningful for its users and focus on connection. “What we’re [focusing] more on is showing up for people and bringing value to those environments,” said DeCourcy. “You’re going to see partnerships, forums, discussions, a focus on redoubling down on the parts of our products that really make people feel good and connected. You’re going to see a brand that’s a living brand in action, having behavior in the world that illustrates to people what it means for there to be more Snapchat in their lives.”Aside from showing up over consumers’ shared interests, Snapchat will tout the new brand positioning with the linear TV spot, out-of-home media in cities like New York, Los Angeles, Atlanta, St. Louis and Chicago, among others, as well as print and digital ads. It’s unclear how Snapchat is dividing the ad budget as DeCourcy did not share specifics. Throughout January to November 2023, Snapchat spent $21.5 million on media, according to data from Vivvix, which found that during the same time period in 2022 the platform spent $14.4 million. “As social platforms come under continued scrutiny, particularly due to its negative impact on teens (
KC DEBRIEF WEEK 7, FRIDAY 2024/02/16
KC DEBRIEF WEEK 7, FRIDAY 2024/02/16
KC DEBRIEF WEEK 7, FRIDAY 2024/02/16
DIGITAL TITANS _ Why Snapchat is pitching its platform as an alternative to social media. “Sports and music are [some of the ways] people are able to connect to each other and to culture,” said DeCourcy. “You will see us across this year lean into sports, music and the places that we know our community loves to have those real life experiences together, the concept of fandom and what it does for shared interest.” While the platform isn’t planning to spend more on advertising than it has in the past, Snapchat is “changing the strategy of how we go to market,” said DeCourcy, adding that the platform will be showing up at events that are meaningful for its users and focus on connection. “What we’re [focusing] more on is showing up for people and bringing value to those environments,” said DeCourcy. “You’re going to see partnerships, forums, discussions, a focus on redoubling down on the parts of our products that really make people feel good and connected. You’re going to see a brand that’s a living brand in action, having behavior in the world that illustrates to people what it means for there to be more Snapchat in their lives.”Aside from showing up over consumers’ shared interests, Snapchat will tout the new brand positioning with the linear TV spot, out-of-home media in cities like New York, Los Angeles, Atlanta, St. Louis and Chicago, among others, as well as print and digital ads. It’s unclear how Snapchat is dividing the ad budget as DeCourcy did not share specifics. Throughout January to November 2023, Snapchat spent $21.5 million on media, according to data from Vivvix, which found that during the same time period in 2022 the platform spent $14.4 million. “As social platforms come under continued scrutiny, particularly due to its negative impact on teens (