Viva’s Blog: Why Snapstreak is a thing

No one likes losing things. Especially when you’ve worked on them every day for a year and a half. That’s how Gen Z’s (the iGeneration or Post-Millennials) feel about keeping their Snapstreaks alive.

A Snapstreak is when you send snaps (videos and photos which self-destruct a few seconds after a person views them) back and forth with a friend for consecutive days. The longer you go without breaking the chain of communication, the longer the streak. To qualify, you have to do it every day. Every single day. What’s the longest Snapchat streak ever? Camilla from Denmark is the current record holder. She chatted with a Snapchat friend for 783 consecutive days!

Why are Snapstreaks a thing, and what can marketers learn from the power of this social media engagement?

Snap Takeaway #1: DATA ENGAGES.
Teens measure their “friendships” via the number displayed next to their friend’s username alongside a fire emoji  . Then, when the Snapstreak hits 100 days, a special icon appears next to the streak count.

Many marketers understand that data enables you to connect with customers on a personal basis. They understand the value in using data to “gamify” a customer experience, incent customers to “keep score”, and reward them for their “achievements”. Gen Y’s, which some refer to as the participation trophy generation, are thought to thrive on recognition and social rewards. Snapstreaks feed this emotional need.

Many marketers have successfully used data to engage customers. Think badges on TripAdvisor,

and dining points on Open Table.

Snap Takeaway #2: COMMUNITY COUNTS.
Some of the world’s strongest brands like Facebook, Starbucks and Google were originally built through low-cost community. When companies focus first on meeting the needs of the people they serve, they don’t have to spend big bucks to attract new customers. And, when they stay close to their communities, they don’t need research to tell them what their customers want.

Case-in-point: Beauty brand Sephora

Sephora created Beauty Talk, an online forum where users ask questions and share ideas. Their Beauty Board offers another way to engage with their products and the community. Users upload pictures of themselves wearing Sephora products. Sephora provided the platform and brand ambassadors made it a community. Customers engage and Sephora receives feedback on products and customer pain points. Everyone wins.

Case-in-point: H&R Block

62-year old H&R Block has kept up with today’s consumers by creating a community site that connects users to a tax pro for quick tax-related questions. The real strength of the portal is connecting brand ambassadors and enabling them to learn and share experiences with others in the H&R Community. The financial services powerhouse reports answering 1 million questions and a 15% lift in business versus the prior year when there was no social media in the marketing mix.

Leveraging a community is more efficient than chasing individuals. Nike has done an amazing job of connecting with under-appreciated consumer segments and fostering communities that build empowerment, from making running mainstream to supporting inner-city basketball. The reward has been intense customer loyalty.

Snap Takeaway #3:  UX MATTERS.
Snapchat nailed UX (user experience). In only 5 steps and a few minutes, a first-time user can send a snap. And that includes downloading the app and setting it up. Users aren’t bombarded with many choices. Video or photo? Add a caption? Add a filter or effect? Done – and you’re ready to send your snap.

Your UX can make or break how a consumer feels about your brand. Did you know that over 50% of people go directly to Amazon.com to start their product searches? Why? Because the entire shopping and buying process is easy. With over 480 million products on sale, easy to access customer reviews, smart “featured recommendations”, and a truly express checkout, shoppers go there first.

How’s your shopping and buying experience? Would customers give it a five star rating?

While Snapchat may not belong in your media plan, there’s a lot to be learned from the #1 social media site for 18-24 year olds.