The creative industry requires constant innovation so once a brand or company has reached the top of their game, what can they do to stay there?
The demographic profile of users of the picture-messaging platform Snapchat reveal why it has become such a popular media channel for brands.
According to GWI, 16 to 24-year-olds spend on average more than three hours a day on their phone, and 53% of Snapchat users are in this age group. Its youthful aspect is confirmed in that a further 20 per cent are aged between 25 and 34. Typically ‘Snapchatters’ are heavy multi-networkers – of the top eight social platforms tracked in the report they are usually members of five and actively using three.
Therefore, it may not come as a surprise that The White House joined Snapchat in an attempt to connect with Millennials, launching yesterday with a ‘behind the scenes look at the government in action’ from the Oval Office. The digital out-reach project builds on President Obama’s existing Facebook and Twitter presence, but it does beg the question whether posting the odd Snapchat story will be enough to keep this audience engaged?
While The White House might still – and arguably belated – be finding its feet on Snapchat, one brand that has consistently led the way in online firsts is the fashion brand Burberry. It launched on Apple TV yesterday with the app’s first live stream of a fashion show. The event also included a live performance by Benjamin Clementine as part of Burberry’s Acoustic films, which supports emerging British talent, alongside access to a collection of highlights from the brand’s previous show and Burberry beauty tutorials.
This isn’t the first time that Burberry has been at the forefront of using new technologies and platforms to connect with its audience. In July 2015 it used Snapchat and Periscope to showcase its Los Angeles fashion show, which delivered over 100 million impressions and resulted in the brand topping the FTSE100 Twitter league with 1.4 million fans in September 2015.
Providing behind the scenes access or streaming an event that people wouldn’t otherwise be able to enjoy is a proven crowd pleaser – as Burberry has found out to its benefit and which The White House also hopes to emulate. However, carefully curated – or planned – content strategies can sometimes be trumped by spontaneous memes. How else can we explain the success of the Newcastle puddle that was streamed on Periscope and proved to be a hit among office workers struck down by the reality of the back to work January blues?