Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
It was bad enough when your mom joined Snapchat to see what all the fuss was about. Now your bank wants to send you snaps, too.
Banks have been considering different uses for Snapchat, including marketing to job seekers, addressing questions from customers and generally trying to be more visible in a social media channel more heavily used by younger people. They are still trying to figure out what works best, so the approach is still cautious and experimental. But consumers, particularly Snapchat’s largely millennial user base, have a high bar for organic content, analysts say. If the material isn’t sufficiently compelling, a user may completely shut out a brand.
“The process of adding someone on Snapchat is so cumbersome,” said Mike Metzler, director of client strategy at Delmondo, a company that manages influencer campaigns and produces Snapchat content for major consumer brands, including Mastercard. “If you’re a bank and you get someone to add you and make crappy content it’s a risk.”
More in Marketing
Walmart Connect pitches brands directly as it pushes lift studies ahead of holiday ad deals
Walmart Connect is using lift studies to prove ad performance directly to brands ahead of the holidays, signaling a tighter race with Amazon.
Target’s holiday push stresses affordability, exclusives and an AI assistant
Target is also rolling out an AI-powered assistant called Ask Target on Target.com and the Target app.
Indie agencies want The Trade Desk and Amazon DSP to acknowledge their buying power with negotiating leverage
Indie agencies say DSP giants block direct seats and fee relief despite spend commitments.