Would You Snapchat Your Favorite Brand?

652-sumptoIn 2011, a craze known as Snapchat was born. It quickly turned into one of the hottest apps, pulling younger mobile users quickly away from the likes of Facebook and Twitter. Up to December of 2013, the app reportedly has a user base of 60 million installed (more than Instagram), 30 million active users, and 400 million "snaps" sent per day. Those are incredible numbers and may justify the founder Evan Spiegel turning down a $3 billion buyout offer from Facebook. Of course, when a new platform arises that has the potential to reach a large group of consumers, it grabs the attention of marketing professionals everywhere. How could they use this medium to reach new customers? Is the application built well enough to build marketing campaigns around? I think now we are seeing the answer is yes.In January 2013, an ice cream shop called 16 Handles launched a Snapchat coupon campaign that sent users a disappearing photo with a discount code in exchange for photos of them tasting their product. Then major brands jumped on board, like Taco Bell, who in May launched their brand account with their first photo being an exclusive announcement of a new burrito. They first garnered followers through their existing social media networks, asking fans to add their company to receive new product announcements and discounts. "It’s all about treating them like personal friends and not consumers," Taco Bell director of social and digital Tressie Lieberman told Mashable.Since then, numerous brands have jumped on board, including Acura, Audi, Karmaloop, and McDonalds to name a few. The question is now, do people really care? Who interacts with these brands and do they have purchasing power? AdWeek posted an article yesterday with a very interesting infographic from New York based research group Sumpto. This graph breaks down the data from roughly 50k college students nationwide on their thoughts about Snapchat marketing campaigns. One interesting stat is that 73 percent of college students would open a Snapchat message from a brand they knew, solidifying the fact that this type of activation is here to stay.Take a look at let us know what you think! –Kyle (Twitter|Instagram)