I won’t lie: I wasn’t an early adopter of Snapchat when the disappearing-photo app first arrived on the scene. Call me a smidge shallow, but my rationale was always that if I’m going to take the time to capture a picture of my oh-so-perfectly arranged lunch in lighting so undeniably”#nofilter needed” good, then I’d like to at least think that I’ll score a few “likes” out of the deal. But with Snapchat, I find myself a bit perplexed. I mean, what’s with all this “disappearing” photo business? Where’s the recognition for my impressive food photography skills, and how on earth will my glorious meal live on in infamy?
Slowly, (and after receiving plenty of Snapchats from friends), I came around to adopt the idea. I figured, what the heck- it’s catching on, so there must be something behind the phenomenon. Stories I’ve heard repeatedly speak to it’s benefits, and I’m not the only one getting in on the Snapchat game. In fact, the app has topped 100 million monthly users. And as large of an audience as that is, you may be surprised to discover that national brands are willing to shell out $750,000 a day (!!) on disappearing ads featured in the “Recent Updates” section. Seriously. Over half a million big ones for ads that only last for 24 hours? That’s mind blowing.
…Or is it?
Personally, I’m not surprised that brands are forking over that kind of dough (pun absolutely intended when thinking back to my photogenic lunch) to advertise on Snapchat. If all the kids are doing it, it’s only a matter of time until companies are following suit. The question now is, “Is it there long-term value?”
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