I recently had the opportunity to attend a media class at the University of Cincinnati where Peter Hamby, head of news at Snapchat, was speaking.
Hamby covered everything from new Snapchat updates to his personal experience at CNN, and his Snapchat show, “Good Luck America.” Here are my top takeaways:
- Video is more important than ever. Digital and video are making waves in the PR and marketing industry. According to SocialMediaToday, “online videos will account for 80 percent of all consumer internet traffic by 2020.” If you aren’t doing video, you aren’t doing enough.
- It takes time to make a good video. When making “Good Luck America,” Hamby said it takes about two weeks for a five-minute video. His team starts with a script, finds people they want involved or interviewed, and gets to work recording, producing and editing before it goes up on Snapchat.
- More companies are investing in digital. Hamby talked about how NBC has a 30-person staff for their Snapchat videos, which are posted twice a day with two anchors. The snaps have over 30 million views. NBC isn’t the only company to do this. More and more companies are investing in digital teams as they want to meet their audience where they are.
- Authenticity is important. From his experience with “Good Luck America,” Hamby has learned that audiences want to see regular people just like them, and he isn’t wrong. Medium published 75 Interesting Influencer Marketing Stats and the second stat is, “30 percent of consumers are more likely to buy a product recommended by a non-celebrity blogger. Consumers can relate more to these influencers and value their opinions more than that of celebrity influencers.”
- There are three ways to advertise on Snapchat. As a brand or individual, you can create a geo- or location-based filter for consumers to use at your location or event. As an example, Gatorade created a filter making it possible to dump a gallon of Gatorade on someone’s head as if they just won a national championship of some sort. You can also create a video ad, which is a full-screen ad that plays between videos. Interesting fact: Snap ads are not targeted like Google Adwords or Facebook, but are placed more like TV ads.
Hamby spoke highly of Snapchat and what they are trying to accomplish, and gave students solid advice for their digital future. I’m glad I was able to attend, and provide some insights for brands who may be looking into digital, video and Snapchat in particular.