Tag Archives: snapchat

5 Reasons Why Snapchat Spectacles Will Become a Hit

Google Glass failed because it was used by uncool nerds in shower and maybe due to some other reasons as well. Snapchat recently announced Spectacles, their first hardware offering.

Compared to Google glasses, I see rosier future for the Snapchat spectacles:

1. Hardware supports existing Snapchat product.

You can immediately envision how the new Spectacles actually enhance your Snapchat user experience. Spectacles are slave for overall Snapchat use case and provide natural gateway to deepen your relationship with brand. Google Glass was more branded as a separate product.

2. They are more lifestyle than technology.

spectacles

The glasses look cool. They totally embody Snapchat brand. Spectacles are so LA. They are not looking like bunch of engineers designed it, which has been the Achilles’ heel of many wearables. Wearables should be approached fashion-first, technology-second. Usually it is great if you can create a tribe of followers, unless they are called glassholes.

3. They are meant for only one thing.

You can only record 10s video with it, that´s it. We don´t need swiss army knife wearables, we need wearables that are good at doing on particular thing. The videos are not just replicas of what you would be creating with smartphone. They are circular, which resemble more of human vision. The videos created with Spectacles are unique.

4. They are affordable.

“They’re positioning it as this fun toy for people to engage with, not something that you need to think about as your next big technology investment.”

– Josh Elman, Greylock Partners

They only cost 130 dollars, so teens are more likely to drunk buy them from eCommerce site instead of Apple watch.

5. Spectacles have nothing to lose, but much to gain

“It’s about us figuring out if it fits into people’s lives and seeing how they like it.”

– Evan Spiegel (Snapchat CEO)

The CEO of Snapchat calls the spectacles a toy and there will be limited distribution in the beginning. Snapchat will not live or die with Spectacles. However, if Spectacles will become hit, it could have interesting implications for Snapchat. They could free themselves from the confinement of smartphones. Snapchat has already forced brands to create vertical video, maybe this will change on how we approach digital photography in general. Philosophically it is also interesting that Spectacles are meant for the selfie-generation but the focus is outwards. You are filming what happens around you, not yourself.

What starts now as novelty, could become a true game changer.

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Major Keys to Success from Snapchat (that probably only work for Snapchat)

majorkey

Snapchat has surprised me. I mislabeled the platform way back as just a method to share nude selfies (although there is definitely a market for that). They are more popular than ever, valuation is through the roof and they are totally altering the way how millennials communicate and consume content.

As a company they have been really refreshing and bold on their approach in their business. Take the following lessons with a grain of salt, as they might not be right for you:

1.Ask for (too) much
Google made advertising accessible for pretty much anyone and Facebook followed a suit. Snapchat has taken totally different angle. Its ads are expensive, so essentially available to only big advertisers (even though they have reduced their prices). For example branded custom lens costs 450,000 USD. Almost half a million of branded puking rainbow! We will talk about puking rainbows later. They also provide sparsely data about the ad performance and target audience (which might improve in the future). Essentially Snapchat is expensive because it can be expensive. What they offer is that you can be part of the party if you pay the premium. If you don´t, you will be left out. The choice is yours.

Major key to success: Set your price high, as it is easier to go down than to go up.

2. Don´t try to attract everyone
Snapchat is not for the old people; expect if you are Dj Khaled. We will talk about him later.

“I’ll be honest, I had no idea what they were talking about half the time”
– David Gaines about Snapchat training sessions (Chief Planning Officer, Maxus Global)

If you are CMO, it is likely that you are not on Snapchat. Or if you are, you don´t understand anything that is happening there. However, your kids or younger colleagues probably are and that gives you signal that your brand should probably do something there. Snapchat is the ultimate access to one of the hardest target audiences in the world: teens.

If you are not teen, the interface of Snapchat looks messy, complicated and hard-to-use. Essentially they defy all the traditional belief of user design and the users love it. Rest of us don´t understand it but that does not matter. The enigma of Snapchat has probably added to its lure. You cannot compare it to any other app. That is also the reason why they can ask premium. There is no alternative for Snapchat.

Major key to success: If your competition is selling oranges, start selling apples.

3. Embrace the irrational
If you are snapchatting like boss, you have way too much time in your hands. What the success of Snapchat has showed, teens and millennials have lots of time in their hands. And although you are complaining how busy you are, in reality you have too much time in your hands.

The biggest star of Snapchat is Dj Khaled, who has six million followers. He is something like a Paulo Coelho for millennials and his stories are celebrated throughout the Internet. His days “walking on the journey to the path of more success” are filled with eating, drinking Ciroc, jet skiing and sharing his wisdom through major keys (for example key to success is to have lots of pillows).

Whereas Facebook is introducing utility (ordering Uber etc.) to Messenger, the hit function of Snapchat is filter that makes you puking rainbows. The success of Snapchat has prompted Facebook to acquire Masquerade. Its hit function is the ability to switch selfies. And yes, Facebook tried to buy Snapchat back in the day with three billion. Everyone thought Snapchat was crazy to decline the offer. Now they are valued for 16 billion.

pukingrainbows

Although Internet has transformed our life in many ways, you should never underestimate the irrational and random aspect of life. Our attention span is short and that short span is increasingly filled with puking rainbows and major keys to success.

Major key to success: People will favor mindless entertainment against thoughtful utility. Always.

Could you apply some of these lessons in your own business? Maybe, if you are attracting millennials. The challenge with certain successful businesses (that Snapchat is not yet even is, only with high valuation) is that their competitive advantage is hard to be duplicated. Truly phenomenal firms go against the grain and pretty much ignore what other competitors are doing.

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Vertical Videos Are Here To Stay

“It’s not necessarily that vertical is better, it’s just that it’s how cellphones are commonly viewed.”
– Shaun McBride, Snapchat celebrity

Human behavior is interesting. You would assume turning your phone to watch a video on optimal size would not be too hard task, but it is. Based on my anthropologic research on trains in Singapore practically everyone is looking videos having the phone on vertical position. Mobile phones are designed to be used vertically and we spend already 30% of our screen time in vertically oriented devices. It is just natural that majority of videos are watched on vertical position as well.

How brands should address the rise of the vertical video?

1. Start native vertical video production
We will see a rise of vertical-first video production. Snapchat has already been advocating the brands to start create video content vertically. In Snapchat vertical videos are more effective, portrait videos have up to 9x more completed views than landscape ones. Will this create some kind of new way of video storytelling? That remains to be seen, because we have not yet realized all the possibilities of vertical video. Could the story be different from horizontal and vertical point-of-view?

Portrait is definitely not the best format for longer-form content as our eyes are aligned horizontally, but majority of the content consumed on smartphones is already short-form. There are certain apps like Vervid, which are designed to bridge the gap or more traditional horizontal video production and the snapchat generation. When YouTube and Facebook will introduce vertical video ad units, it really starts to make sense to start creating vertical-first content.

2. Enhance your horizontal videos to fit the vertical ad formats
More interim solution would be to create horizontal content, but utilize the blank spaces to showcase display ads or maybe offer promotions. This works especially when you have horizontal asset, no money for vertical-first production but still want to engage audience in Snapchat. Here is a demo of that approach:

94% of website visits in smartphones starts in portrait mode, so it only makes sense that brands take advantage of vertical video. Changing behavior is hard, tapping into existing behavior is easier and usually much more lucrative as well. Popularity of portrait video is another example on how you cannot separate the technologic shifts and media behavior from your creative thinking.

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