Did you get your Ouija board out after watching Snapchat’s Inaugural ad? Or did you miss it and have no clue what i’m talking about? If it’s the latter then have no fear, the second part of my Halloween series of posts covers this spooky tale from the Snapkeeper.
This week the many millennials on Snapchat could be heard screaming, their terror heralding the dawn of a new domain of online advertising, as Snapchat opened its gates and allowed its first paid advertisement to its American users. The 20-second trailer for the horror film Ouija appeared in everyones “Recent Updates” section, daring everyone to hold their finger to watch the entire ad without having to restart the timer over again. With a lifespan of 24 hours, before it disappeared from the system as eerily as it arrived, the ad, according to Universal Studios, received millions of views but reserve final judgement on its success until all the analytics are in.
While this is the first paid advertisement in the app, it isn’t the first time advertisers have promoted their products to Snapchats millennial audience. Taco Bell, an early adopter to Snapchat, has gained a strong following on Snapchat with more than 200,000 friends. Considering their Snapchat followers as “crazy engaged,” Nicholas Tran, Taco Bell’s official storyteller, considers Snapchat “one of the most engaging places for us to play“and each Snap it sends receives an estimated 80% engagement rate (with 90% viewing the entire Snap).
The important question is, if Snapchat continues to open the doors to paid ads, can brands continue to achieve these levels of engagement? Or will the flood of ads start to ruin the goodwill earned by brands like Taco Bell and Doritos who have spent the time to earn the trust of its millennial audience?
So Snapchatters, were you scared by Snapchat’s first advertisement this week? Or just annoyed that ads have made it into your favourite social media app? Raise your pitchforks, light your jack-o’-lanterns and storm the castle of my comments section below.