On Friday the clever people over at Snapchat invited us to attend their immersive School of Snapchat day. We were cleverly transported back to the 90s and a world where PJ and Duncan were still cool, and indeed Donna Air was more Geordie, less royalty.
The Snapchat Lollipop lady greeted us on arrival at the secret location, we were promptly put in houses and given lockers, ahead of the headmaster leading us into an outburst of the school anthem, all before 9.30 am.
Think secret cinema does media partnerships; this day was an A+ event at getting brands and agencies to love and champion your brand for you. Complete with some serious styling attention to detail, lots of kitsch merch and a school party complete with sugar-laden bottles of Hooch.
That aside, the day was broken down into 4 lessons all designed to help us master the functionality and benefits of the app. Each lesson came with it’s own teacher, learning materials and what felt like a practical exam. We went through Maths, Science, Art and Media Studies, touching on different areas from creative to audience insights.
Here’s just four things we learnt, one from each lesson:
The Snapchat audience aren’t kids. 61% of Snapchat users are between the age of 18-34, de-bunking the rumor that only teenagers are using the app.
Four ways to engage with ads. When running ads across Snapchat, users can be encouraged to swipe up to read an article, install an app, watch a longer piece of content or be directed to a web page.
Filters and lenses get huge engagement. Every day over 60% of snaps sent include one of the apps creative tools, whether that is a dog-face lens or a colour filter.
Discovering new content. Over 10 billion videos are watched every single day. Bitesized content from Snapchat’s media partners like Sky, offer a new way to enjoy both long and short form content.
Whilst this was far from your average day at school, it was most certainly a lesson in good brand communications and sales.
Hats off to Snapchat – we’re confident many of the graduates will buy very much into the programme and you’ll see many more filters and lenses to come this summer.