Join us Dec. 1-3 in New Orleans 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
Brands tap outside-the-box personalities to stand out as influencer marketing gets more competitive
Brands are getting more creative in their quests for influencers their competitors may not have already tapped.
As industry layoffs become the ‘new normal’, so does fear of AI’s impact on adland’s job market
A series of job cuts across the sector have left some execs struggling to find their next gig. The impact of AI could worsen the situation.
How Delish’s Joanna Saltz built a sizzling brand and hot career in a fickle industry
At a time when media careers are often measured in months rather than years, the editorial director is something of an anomaly.