This article from the British newspaper The Guardian, comments on the shift in youth social media trends that we have discussed in class. The article explains that teens are not only moving away from Facebook and Twitter because their parents are using these sites but also because teens have such strong ‘fear of missing out’ when it comes to social media. As teens are moving to these new platforms, brands are having difficulties advertising to teens on these new social media platforms. Three of the most popular new platforms amongst teens are the messaging platforms Spanchat, Kik, and WhatsApp. These sites are much less accommodating to advertising than traditional social media. In fact, WhatsApp has a “manifesto against advertising”.
The article does provide two examples of advertising efforts on these new platforms. MTV UK and Ireland advertised for the new season of the hit show Geordie Shore, but the sophisticated tools for measuring the success of these efforts have not been developed. However, they were able to manually count that the Snapchat photos were accepted by 5,000 users, this was deemed a success. The UK retail outfit Co-Operative also ran a Snapchat campaign targeting students asking them to sign up for a discount code to get 30 pounds of a new laptop purchase. Apparently one out of five targeted consumers took part in signing up for the discount.
I found this article to be particularly interesting because I have yet to personally link mobile messaging platforms with advertising. I would personally be annoyed by these ads, just as I am annoyed when bars text my cell phone. However, I do become aware of the deals. I am interested to see what kind of innovative ads are used for this platform.
– Do you believe that many brands will move towards advertising on mobile messaging platforms in the next six months?
– Do you think advertising on sites like Kik and Snapchat will be effective?
– Do you think WhatsApp will ever permit advertising on its site?