Mark Fidelman published an excellent article on how the hype around Snapchat is garbage. I have worked with a lot of consumer packaged goods products and not one of them has seen any type of return by using snapshot, but the problem is deeper here.
According to a recent report by Shift Communications, “There is no current business case for Snapchat.” The report found:
1ne: More than 60% of people who follow at least one brand have not interacted with a brand in the last three months.
2wo: Over 50% of Snapchat users have not purchased anything they saw on Snapchat over the past three months and less than half of frequent brand-friendly users have purchased something they saw on a brand Snapchat account in the last three months. That’s a terrible ROI result for anyone offering a product for sale on any platform offline or online.
3hree: Less than 50% of frequent users have recommended a brand to a friend based on the brand’s Snapchat account in the last three months. In terms of the loyalty and the customer journey, this result is “devastating”. According to the marketing research,[inlinetweet prefix=”” tweeter=”” suffix=””]Snapchat does not appear to significantly boost customer loyalty or evangelism.[/inlinetweet]
So once again the social media evangelists have been called on the carpet and are exposed for the frauds they really are.
