In the offline world, brands and consumers have harmoniously co-existed for a long time.
Whether it’s billboards, bus and subway ads or someone passing out flyers on a street corner, we share the world with brands that want to connect with us.
Social media is no different in the sense it is a place where users and brands need to co-exist.
This means it’s important for brands to connect with their audiences. It’s a much more volatile playing field where a brand requires acceptance before they’re granted admittance.
Whether it’s Google, Facebook, Twitter, Pinterest or, most recently Snapchat, brands need to be welcomed by users.
It took awhile for people to connect with brands on Facebook as the social network was slow to give brands the tools needed to create a presence. Remember how brands use to have groups? Well, now they have business pages. The evolution of the tool is a key consideration.
This makes it much easier for a brand to find, connect and engage with their audience.
Snapchat is facing this issue right now as many digital marketers are including it in their strategies. We wrote recently about McDonald’s joining Snapchat, which appears to among the wave of brands that want to leverage the platform.
Brands that want to target a younger audience are embracing Snapchat. Many have joined when Snapchat launches its story feature, which lets a message exist for 24 hours.
The metrics and results will determine if the brands on Snapchat will continue to be on it this time next year. Metrics is the area where Snapchat might lose the interest of digital marketers since it pales in comparison to Facebook and Twitter.
Snapchat should monetize itself soon. Then, it will have to reach out to brands and make itself more friendly. How they do this will determine if users remain or not.
Users need to accept brands on a platform they enjoy using. If users decide Snapchat is not a place where they want to follow brands, then it’s essentially game over.
Social media is about users and brands choosing to live together but it’s never a guarantee this will happen on every network.