Snapchat “takes the plunge”
Admitting that “it's going to feel a little weird”, Snapchat has announced that the time for advertising has come (as it must for all networks except Ello). Sprout Social explained what marketers need to know about the unique advertisements that users have to ask to see before they disappear within 24 hours. Emarketer published data on the Snapchat audience, showing that it obviously skews young and is comparatively small (ranking somewhere between LinkedIn and Tumblr in penetration).
Universal Pictures, the first advertiser, estimated that their views were 'in the millions' and other marketers were weary of Snapchat's lack of targeting beyond its young audience.
The basics of social media's most ephemeral network have been detailed in a Pocket Lint post and Small Business Trends published 5 ways that businesses can use it, for free. Ads that users can easily avoid may always be weird, which is one reason why GigaOm published speculation that Snapchat's end game is to become a mobile platform, delivering games and ecommerce services that will have more staying power.