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But several in the ad industry said it now risks losing millennials to upstarts like short-form video app TikTok, which does not have paid ad spots, or rivals like Facebook’s Instagram. There are signs Snap is luring some older users. The website for AARP, a senior citizen advocacy group, reported in February some were turning to Snapchat to flirt and hide affairs. Even so, gaining wide adoption could be hard given Snap’s youth appeal, critics of the strategy said letter k cufflinks uk sale. Fifteen percent of Snap users were over 35 at the time of its initial public offering in 2017..
Parents could be convinced to use Snapchat because it is their kids’ preferred messaging app, and more intuitive navigation could help, said one person familiar with Snap’s plans. Another area needing improvement is the content side of the app, the person said letter k cufflinks uk sale. Snapchat’s original design reflected a keen understanding of younger users, ad executives said. For instance, parents cannot easily embarrass their children by tagging them in photos. “Snap has a special place where teens felt more comfortable, and that has helped them grow in the U.S,” said Richard Guest, global digital officer at creative ad agency DDB Worldwide, who developed Snapchat ads for various Mars Inc brands..
Snap needs to tread carefully, said Issa Sawabini, partner at Fuse Marketing, which has created Snapchat ads for Amazon and Starbucks. “Maybe you don’t want to be on the same platform as your parents,” he said. Teens were loyal to Snapchat as Instagram introduced copycat features over the past two years, noted digital and social media strategist Jackie Hernandez at full-service ad agency The Community, who counts Verizon and YouTube as clients letter k cufflinks uk sale. Snap should focus on its “bread and butter” demographic, she said..
Snap has spent to distinguish itself from rivals with Discover, featuring original scripted shows and content from publishers like The Washington Post alongside “influencers” – people with large social media followings. Advertisers targeting an older audience may be uncomfortable placing brands next to that content if it is all housed in one place letter k cufflinks uk sale. Snap has struggled to translate user data into suggested content, and is considering separate Discover versions for kids and adults, the person familiar with Snap’s plans said..
Richard Greenfield, media analyst at BTIG Research, has slammed Discover’s layout in research notes, noting more traditional sources appear alongside scantily clad influencers letter k cufflinks uk sale. Snapchat’s Stories – videos or photos that disappear after viewing – attract teens and millennials used to constantly sharing with friends, but can turn off an older audience, said Ryan Pitylak, chief executive of ad agency Unique Influence, a subsidiary of advertising holding company MDC Partners, which has worked with mobile video game company Ludia on Snapchat..