Snapchat's ephemeral selling
Taco Bell knows that there is more than one way to sell a burrito. The fast food chain has a track record of social media innovation and last week they became the first major brand to test Snapchat as a marketing platform. Taco Bell announced their effort on Twitter and sent the respondents a 'secret announcement' of the Beefy Crunchy Burrito via Snapchat.
Snapchat is significant for a number of reasons. It is a key example of the new platforms that embrace the short attention span of many social media users and attempt to capture it as intensely as possible for a few seconds. Twitter's Vine and the new Facebook Poke are other examples. Snapchat is also frequently used as an example of a post Facebook network for youngsters who don't really want to be where their parents are. Instagram is another but, at 40 million pictures a day, it is dwarfed by Snapchat's 150 million.
Photos and short videos shared via Snapchat are designed to disappear forever after they are viewed, which the founders feel will make them more immediate and casual. Social Media Today looked at how Snapchat could be built into a marketing strategy while it was left to Stephen Colbert to ask the founders if any profits might also disappear in a few seconds.