I downloaded the app to communicate with my friends, same as anyone else.
I'm sure that the app was never created with the sinister intent that I have experienced. Some people even started to use this as a way to send their racy pictures without fear of them ending up all over the internet. It's quite genius actually, and most normal people use it for silly things like pictures of themselves making ugly faces, pictures of their friends, etc. Once the viewer opens the photo/video and the allotted time runs out, it can never be opened again. The kicker is, the app allows you to send the picture/video only for the time you choose. Snapchat is an iPhone application that allows the downloader to take a picture or video, and send it to their friends who also have downloaded the app. We’re excited to see who takes the taco next.For those of you who don't know know what snapchat is, I'll explain. Taco Bell’s taco filter raised the bar for brands trying to be successful on Snapchat. Not every brand has $750,000+ dollars to spend on Snapchat, or any advertising for that matter, but this is a great example of the potential Snapchat can have with the right audience. Snapchat users aren’t just watching Taco Bell’s content – they’re also engaging with and sharing the content, making it more likely to be remembered. So add all those views together and who knows where that number would be. In addition to those numbers that we know, we can assume that millions of people shared a snap of themselves using the filter, or put it on their story – which lives for 24 hours and has the potential to be seen by each follower that person has on Snapchat. Screenshots, Snap Stories and Cross-Sharing The average cost of a 30-second Super Bowl ad this year was $5 million, or $166,666 per second, and advertisers can only hope that the majority of those people were engaged while their commercial was running. To compare, about 111 million people watched this year’s Super Bowl game. There’s no report released yet that says what Taco Bell paid, but previous reports have shown that brands paid around $750,000 for custom filters during big events like holidays and the Super Bowl that last all day, which is $8.68 per second. In one day, 224 million people looked at Taco Bell’s filter – that’s 2,592 people every second. That’s 24 seconds of a user’s 100-percent attention. Also, the average user played with the filter for 24 seconds before sending it as a snap. Snapchat also revealed that the time unique users spent engaging with the filter equaled 12.5 years of play – in one day. It’s different from those “reach” and “impressions” numbers we rely on from other networks, which indicate content was shown but tell us nothing about whether those users really looked at it or just scrolled right on past. Users have to choose to engage with that filter, and Snapchat knows exactly how many people did. That’s one of the great things about Snapchat filters. This is an extreme example, but let’s take a look at the numbers behind the talking taco heads and see why this is so exciting:įirst, let’s remember that the number of people that saw the Taco Bell filter – 224 million – is guaranteed. It also makes for a fascinating case study. Taco Bell took a risk by investing in this filter, but fortunately for them, it paid off. More than 224 million people interacted with and looked at Taco Bell’s snap filter, but what does that really mean? Taco Bell shattered Snapchat records with the number of views and engagement its Cinco de Mayo filter received. Needless to say, Snapchat users loved it. Taco Bell’s sponsored filter turned user’s faces into a giant taco shell to celebrate Cinco de Mayo, totaling in more than 224 million views in one day. Taco Bell is back in headlines with the top campaign in Snapchat’s history – its Cinco de Mayo Snapchat lens. Turn Yourself Into a Taco: A Snapchat Record To illustrate, let’s look at an example from a brand that recently got a lot of people taco-ing… er, talking.
We often hear clients (and other marketing pros) ask how to measure Snapchat, since it doesn’t have the analytics tools of other social networks. As Snapchat continues to create more and more ways brands can use the network, PR pros must understand it and know what the numbers mean. Unless they’re on it themselves, many marketers and brand managers are still unfamiliar with how to use it and how to measure it. Snapchat has exploded over the last two years, growing from a silly teenager app to a giant social media phenomenon.