Snapchat 'Map' 101 for Marketers by a Millennial

Similar to the concerns that were raised when Pokemon Go was first released, the new Snapchat feature, 'SnapMap' has pulled an astounding amount of negative feedback around privacy and safety concerns... But it shouldn't be seen as a negative! Before I dive into the benefits of this feature, for both users/consumers and marketers, let's have a quick 101... 

What...

Snap Map is a new feature on the SnapChat app that;

1. Allows users to view a map and pin point where their fellow snap users are, globally! This can then be drilled down to see exactly where they are to a street level... (sounds creepy at first, now that I read this aloud, but if we always had these concerns our industry would never move forward!). 

2. Allows users to both upload and view, user generated content globally utilising the 'our story' function when sending content onto contacts. This component is an interesting part and could be a game changer for Tourism, Travel & Entertainment industries!

Where...

Users can access this feature in the Snapchat App on the go, globally, 24/7, even if they're in transit or on a plane!

Who...

All users can use this feature, even those who have turned their personal device to 'ghost' mode. When using the feature for the first time you are promoted to set up your privacy settings, you can choose to use the feature in 'ghost' mode which means only you can see your location, 'my friends' which means only your snapchat friends list can view your location or 'select friends', where you can select users from your friends list and only they can view your location (I recommend this option as you can select as little as 1 other user). Users show up on the map as their Bitmoji avatar (another app that is user driven to create a personal avatar that plugs into Snapchat). 

How...

When users are in-app, in the camera interface, they pinch their fingers in an inwards motion to bring up the map. Once the Map is open this can be zoomed in and out, depicted by a scale on the right side of the screen that utilizes emojis ranging from street level ?? to a universal level ??. Users can then browse the globe and not only see what their friends are up to, but also view other user-generated content globally through the 'our story' feature!

User/Consumer Experience...

From a user/consumer perspective, this new feature is fun, engaging and unique to any other app, as it allows you to discover a whole new world through the eyes of the consumer first hand, using real-time user generated content! 

For example, ever wondered what a Festival in Sweden would be like or how about a Wine Fight in Spain?! Now you can! Every minute realtime user generated content is being uploaded globally and is fully accessible to all Snapchat users!

It's 1 platform for 1 world, connecting a universal audience with realtime experiences, from the comfort of their own device!

A Millennials 'SnapMap' Marketing Predictions...

Once the stigma associated with this feature dies down, as a millennial (who uses SnapChat daily and who's an enthusiastic employee in the Media industry), I predict we will see numerous brands jumping on the 'snap'-map (pun intedned), engaging with this channel in creative new ways... to list a few;

1. Partnerships

Partnerships between brands and SnapMap will be the next thing to watch as this feature could allow brands to connect with younger consumers, in an innovative way, creating a convenient and streamlined user experience. Brands such as über and über eats could potentially partner up with Snapchat similar to their partnership with google maps, McDelivery would be another hot contender to look into this space. Brands from a plethora of industries could excel in this new partnership space such as Retail, Travel, Tourism, Food, Transport, Entertainment, Health etc. if you can see it on the map, it's relevant!

2. Organic Competitions & Sponsorships

Utilising Bitmoji Avatars, brands and media outlets could create a 'brand avatar' and create competitions for users to find, follow and snap the brand, creating a branded 1:1 experience with consumers. Big brands in big cities could benefit from this engagement exponentially as well as on the flip side, smaller, boutique brands too. An example could be a local radio station broadcasting an 'Amazing Race' style or a 'Snap and Win' sponsored competition to listeners who could utilise the SnapMap feature as a key tool, creating a virtual reality for the brand and users to engage in and share joint experiences. 

3. Events 

Using the 'Our Story' feature, brands should be looking to engage local community influencers to attend and upload user generated content to events and in the lead ups to a brands event, to reach the snap community at both a local and global level. 

Final thoughts...

Unlike Pokemon Go, SnapMap is an integrated feature in a well-established app that has millions of daily users, so longevity is likely. A feature such as this, is revolutionary for the marketing industries and I believe it's just a small taste of what the future of digital advertising in the social space has to offer!

Disagree, have other points to raise or want to discuss or brainstorm anything further? Leave a comment or send me an inmail, would love to chat more!

Happy Snapping!

#snapmap #snapchat #agencyinfluencer2017