With video considered the No. 1 lead-converting content marketing option by a Salesforce executive, it’s interesting to see Fidelity downgrade Snapchat by 25 percent. Business Insider reports that while the service boasts a highly sought-after audience, Millennials, it has yet to satisfactorily monetize the business.
“Since ramping up its advertising efforts,” Jillian D’Onfro writes on Tuesday, “the company is reportedly on track to generate $100 million in revenue on an annualized basis, after generating $3 million revenue on $128 million in losses in 2014. But some advertisers feel that Snapchat doesn’t offer them enough targeting options or analytics, according to [the Financial Times]. The company makes money by charging brands to sponsor videos or photos in its Live Stories section, or create their own custom photo filters called ‘Lenses.’ ”
On Tuesday, Target Marketing suggested how marketers could create content targeting Snapchat’s 100 million daily users who view 6 billion videos:
One-Size-Fits-All Video Is Dead. YouTube should remain the home for long-form content, shorter videos need to be housed on Facebook and Instagram (she suggests 15 seconds), and Snapchat can host “ephemeral content.”
What will marketers do about this?
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