The Summary of the Article: "How Snapchat Built a Business"
Summary
Since tremendous technological advancements brought into our lives in the 21st century, some major economic cornerstones of our everyday life are to be redefined and marketing is undoubtedly among them. Nowadays, the Internet is unavoidable part of one’s home or working routine: the whole generations are starting their mornings with checking the news feed on Facebook, liking the friend’s photos on Instagram or looking through the last news via the Snapchat app, not to mention reading important e-mails and twitting the most recent personal events. However, the World Wide Web plays even more crucial role in the way the main principles of conducting business are constantly modifying. Think, for instance, of the Snapchat’s breakthrough–the second most popular app in both the USA and the UK, and a top-10 most downloaded one in about 100 countries (Chafkin & Frier, 2016, p.52). The app is an absolute invention as for its unusual design of a full-screen viewfinder looking just like phone’s regular camera app and extremely specific content ranging from the day’s Snapchat produced Live Stories and to the Snapchat Discover (Chafkin & Frier, 2016, p.54).
Furthermore, the app has a great impact on the advertising strategies with the great corporations and companies opting for being showed on the Snapchat e.g. PepsiCo, Amazon.com, Budweiser and Marriott International that paid approximately $1 million to have their ads appear within the Super Bowl coverage provided by the company. Snapchat made it convenient for customers to watch clips without being redirected to the Web sites as it happens on Facebook or Twitter, thus preventing publishers from competing with steady streams of links from others publishers. As long as having partners among the industry’s giants, the company also forges relationship with the less-established companies such as Tastemade. However, for such company it may be the incredible upheaval in terms of their activities, as it actually has happened tp the Tastemade: since August the company raised an extra $40 million in venture capital and reoriented itself around Snapchat (Chafkin & Frier, 2016).
Key Points
I think the most important thing about the Snapchat having become such a widespread phenomenon and something like a must-have for a common person is an Ease of Use. The fact that anything posted on it disappears within 24 hours and that rarely can one find the user under his/her real name makes it more convenient social network. People may send each other thousands of selfies every day, “annotating them with emojis or doodles, or applying one of Snapchat’s constantly changing collection of rainbow-vomit-type filters” and simply have fun without being subject to that serious and business-like ethos of Facebook, for instance (Chafkin & Frier, 2016, p.54). It creates new culture of communication–more open and honest one. Moreover, company devotedly works on providing exclusive designer options e.g. newly introduced Lenses, which add to one’s selfie a vomiting rainbow feature. This has actually boomed the Internet and the …
