Longwood University



Julia Laviano & Kelsea KittoSection 1Targeting Marketing Messages Towards Millenials Using SnapchatIntroductionIn recent years, social media has taken the marketing world by storm. Studies continue to show that social networks like Twitter, Facebook, and Instagram are effectively encouraging millennials to become active and productive members of society. New technological developments are created every day that make this socialization process possible. It is essential that marketers understand the importance of using these new technologies to target millennials—a task that has proven to be difficult using traditional forms of marketing such as television and print advertisements. One of the more recent social networks, Snapchat, has made remarkable measures in an effort to efficiently target the millennial generation.The purpose of this study is to analyze the effectiveness of marketing strategies using Snapchat as perceived by millennials. This study will assess which Snapchat features are used most frequently to promote products and increase awareness on an issue. Additionally, this study will examine the factors that influence consumers to share content with other users. This is an important issue to study because social media has become an advantageous tool used to drive marketing messages, and it is vital to understand the most innovative methods of using this tool from an ever-changing technological perspective.This paper includes background information about Snapchat’s current marketing features, pertinent research on traditional social media marketing strategies, and an examination of Uses and Gratifications theory. This paper concludes with a research proposal focused on discovering the perceived effectiveness marketing messages on Snapchat have on millennials.Snapchat’s Unique Marketing TacticsSocial networks like Twitter and Facebook have been prominent outlets used by marketers to engage millennials for years. However, millennials are now turning to Snapchat’s newest features in search of the latest products, news, and current events. Snapchat is an app that allows users to record up to ten seconds of photo or video and send this media to friends. Since its creation, the app has grown immensely and its creators have developed new features that make external media content accessible to users. These features include a Discover tab that allows users to view content released by media outlets such as People, CNN, and Cosmopolitan. The next useful feature on the app is the Live feed tab, which displays a live broadcast created by Snapchat users. These live broadcasts publicize a variety of occasions, including presidential debates and major sporting events. The last feature on Snapchat that plays a role in delivering marketing content to users is the Recent Updates feed, which contains live “stories” that are generated by other Snapchat “friends.” It is evident that millennials are less affected by traditional forms of advertising. According to Ember (2015), millennials’ short attention span makes this group the most difficult to target and the most unpredictable. Ember continues to say that traditional print advertisements and 30-second commercials are less effective in reaching millennials. According to Ember, 4 in 10 millennials stated that they would rather communicate with pictures than words. Adler (2013) states that what is now considered more traditional forms of marketing media is becoming outdated and social media is the main force in dictating what society defines as news content. In addition, Adler suggests that social media outlets influence which stories and images hold the most importance to those social media users.One key aspect that Snapchat is known for is its 24-hour limitation on content viewing. Coffee (2015) mentioned that Snapchat is an effective platform for dominating one-day reach, which is much more desirable for millennials because it requires less of their time and attention. This idea is reinforced when Ember (2015) states that millennials spend an average of 30 hours a month on social media, most of which is spent on Instagram and Snapchat. Gray (2014) states that any content producing brands that understand how to manipulate the source of a consumer’s exposure will be the most successful brands in the future.Adler (2013) discusses social media users role in deciding how many individuals a certain story or piece of content will reach by contributing to the distribution of the message. Furthermore, Adler states that consumers’ participation in content sharing is vital knowledge for a source to consider in marketing practices. Consumers’ influence how content reaches other individuals because each consumer will recreate and share a message differently depending on their interpretation of the content. Gray (2014) mentions that social media establishes a relationship between consumers and producers. Futhermore, Gray declares that this consumer engagement over social media enables the distribution of both positive and negative feelings or attitudes towards a brand. Similarly, Sloane (2014) discusses the importance of producers to place their brand in a position that is intricate and groundbreaking in conventional marketing efforts, specifically using social media as the distributing medium.Petri (2015) describes all the ways in which Snapchat offers new ways for brands to market to users. These features include brand-affiliated photo filters that overlay images taken on the app, as well as live story takeovers that broadcast user-generated content related to a specific issue or event. These features, in addition to the Discover tab, have allowed companies to branch out when marketing to millennials.In an age of growth that was largely due to vast technological advances, businesses and producers need to consider the ways in which the field or industry they work in is impacted by technology and all of the potential opportunities and setbacks that come along with it. The invention of social media has led to what has become one of the greatest influences in society today. A significant portion of what individuals see, experience, communicate, or believe often comes from the content one has been exposed to while using social media, and is significant enough for businesses and producers to consider in their marketing platforms. Social media outlets and their many features serve different purposes. For example, Snapchat is a more recent social media platform that is heavily used by millennials and offers functions that fulfill the sense of immediacy and quick gratification that this generation looks for. In the realm of marketing communication, producers need to consider social media’s role in advertising and the consumer’s role in order to implement efficient and effective strategies. The purpose of this study will be to identify the perceived effectiveness of social media marketing strategies for millennials using Snapchat. Theoretical GroundingShade, Kornfield, and Oliver (2015) state that individuals seek out specific media for specific reasons. This concept is called uses and gratifications theory and emphasizes the fact that media and content are key sources of influence. As it relates to my topic, there are two key concepts associated with this theory that are prevalent when analyzing Snapchat.The first concept associated with uses and gratifications theory is that in order for a person to choose a specific type of media, there must be audience initiative and involvement. In other words, people are more inclined to select social media outlets that allow them to fashion the content that they see to align with their personal interests and values. The ability to dictate which accounts show up under the Recent Updates feed on Snapchat is an example of how the app gives its users the power of customization.The second concept associated with uses and gratifications theory is the idea of functional alternatives, which emphasizes the fact that media must compete with other channels for selection, attention, and use. Because Snapchat is a fairly new social media outlet, it must distinguish itself from websites like Facebook, Twitter, and Instagram. Snapchat has done this by revolutionizing the idea of shortened videos accompanied by images to maintain the audience’s attention. While many other social media sites have become cluttered and outdated, Snapchat is constantly adding new updates and features to keep millennials captivated.Prior Insights on Current Marketing Strategies & Consumer InfluenceWhile there has been very little academic research conducted on Snapchat due to the fact that it’s a fairly new social media outlet, many researchers have explored the ways in which news outlets are currently using social media outlets such as Facebook and Twitter to reach audiences at a more immediate rate. In addition, many studies have previously been conducted on the effect user-generated content, or content created by another social network users rather than a company, has on the impact the content has on recipients. Lastly, researchers have thoroughly compared the influence word of mouth marketing has on heavy users of social media as opposed to marketing messages delivered directly from a marketing sourec. This section will explore three significant, related areas of research to this issue: current social media use, consumer influence, and sharing of content across social media platforms.Current social media use by practitionersResearchers have studied the methods that public relations practitioners and marketing agencies are presently using in regards to social media marketing tactics (Dodd & Campbell, 2011; Sivek, 2013; Jones, 2013). This research is relevant to our own research because it establishes a beginning point of reference and will allow us to identify previous marketing trends. After gaining this understanding, it becomes clear that there is still much room for improvement in terms of using Snapchat to reach millennials on a much broader scale.While marketing strategies are clearly prevalent on any social media outlet, there is still much room for improvement in terms of engaging millennials. Dodd and Campbell (2011) gathered research on the various perceptions of social media use held by public relations practitioners and millennials in terms of marketing strategies. They found that while public relations practitioners currently understand how to use traditional forms of blogging to reach millennials, they are still underutilizing many other forms of social media. This includes micro-blogging sites like Twitter, video-sharing sites like Youtube, in addition to Facebook, Instagram, and Snapchat. Practitioners have a general understanding of the importance of using these sites to engage millennials, but are overlooking many of their capabilities. Dodd and Campbell emphasize the fact that millennials make up the largest demographic in the United States, thus it is important to figure out the most effective strategies for engaging this group.Sivek (2013) examined the use of social media, specifically Twitter, by locally-based magazines. The research findings determined that while magazines are not utilizing Twitter to its maximum potential, the magazines are mainly using the website to distribute news regarding local food and entertainment. In addition, Sivek discovered that social media has allowed city magazines to engage their audience on a daily and weekly basis, rather than only being able to deliver content on a monthly schedule. The use of hashtags also allowed these magazines to deliver their content to a geographically widespread audience. Lastly, Sivek found that if a magazine had a larger print distribution and tweeted regularly, the magazine was more likely to attract more Twitter followers.Jones (2013) observed the different features used in Twitter exchanges by assessing public archives of Twitter during the 2009 Health care debate that took place in the United States to better understand how the social media platform’s structure impacts user’s interactions with one another and how they communicate. The findings from the study concluded that the hashtag was the most commonly used feature on Twitter, as they were present in more than of the tweets. The researcher found that participants preferred twitter exchanges that allowed them to connect with others using the social network. Specifically, the hashtag allows individuals to find other tweets related to their tag’s topic, word, or phrase. This further conveys that individuals are interested in interacting with others on any given issue, subject, or interest that are included in tweets with that hashtag.In conclusion, it is apparent that millennials expect an increased use of social media in current marketing strategies because this makes the content much more accessible to this generation. Current social media tools that exist, such as the hashtag, allow marketing messages to become widespread and effective. Consumer influenceMany studies have proven that consumers have a higher level of influence on one another than marketing messages delivered directly from marketers do (Schramm & Knoll, 2015). This idea guides our research because it exposes the fact that companies using Snapchat to market content to millennials need to use tactics that encourage these individuals to share content with Snapchat “friends.” This process will urge millennials to become active recipients of marketing messages rather than having them passively receive these messages, which will result in higher levels of exposure to content. Schramm and Knoll (2015) sought to discover how user generated content on social media influences individuals’ attitudes towards products, their intensions to purchase the product, and the likelihood that individuals will recommend the product to others. The researchers discovered that recipients of user-generated content are more likely to purchase and recommend a product being advertised when they share some kind of established group association or involvement with the source producing the user-generated content. The researchers also found that the social influence in which user-generated content had over recipients did not rely on the presence of pre-existing interpersonal relationship between users providing that the mutual group association was present and recognized.In conclusion, users of social media sites are engaging with marketing content and with this, are able to influence the effectiveness of these marketing messages. Through the sharing of content and the creation of new content in which comments on a news story, product, or ideal itself, consumers are able to assume a causal relationship in the area of marketing.Sharing of content across social media networks Researchers have studied the reasons behind why individuals share content on various social media platforms and the effect this process has on consumer influence (Buzzetto-More, 2013; Lis & Schulz, 2014). These studies guide our research because they provide framework for the importance of using marketing messages to create conversation among millennials. This concept is much more effective when using Snapchat because the app’s images and videos capture millennials’ short attention span and preference for graphics over text. Buzzetto-More (2013) observed how the consumer affects others’ attitudes towards brands and products when the consumer takes on the role of a persuading agent. The researcher found that participants admitted to following and recommending their preferred brands or companies on different types of social media. Buzzetto-More also discovered that the most effective practice of social marketing is word of mouth marketing.Buzzetto-More (2013) also examined how recommendations and product reviews influenced the attitudes of others when shared over social media by a friend or peer. The researcher found that individuals were very likely to purchase products as a result of positive reinforcement of the brand from others over social media.Lis and Schulz (2014) reinforced this idea when analyzing the various factors that determined whether a consumer does or does not forward a viral marketing message on social media. They found that if the extent of brand experience and relative involvement is higher, then the likelihood of an individual to forward the viral marketing message increases. In addition, if an individual’s attitude towards a brand is positive, then the individual is more likely to forward the viral message. In conclusion, individuals are more positively affected by marketing messages from other social media users because these sources are deemed more credible than marketing companies and news outlets. In addition, if an individual does not feel personally invested in a product or idea, he or she will be less inclined to share the associated marketing message.Although traditional social media marketing strategies have been studied, there still needs to be more research provided specifically on how Snapchat has become a new social media platform for influencing millennials. Our work will seek to discover how Snapchat users use the app’s features to share their own or others’ generated content. Ultimately, we will examine how marketing practitioners may take current social media practices and tailor them to Snapchat’s functions.We believe that Snapchat possesses the communication style that best appeals to millennials. As the app is becoming a more frequently used social media platform for millennials, we would like to examine the likelihood Snapchat poses for individuals’ exposure to certain products, news stories, and ideals. We have developed the following hypotheses in order to evaluate the effectiveness of Snapchat’s features in current marketing practices.MethodologyThe methodology we will be using to conduct our research is the quantitative method. Our reason for selecting this approach is because we want to explore how millennials are using Snapchat and how effective this is for marketing practitioners. We will be looking for how the different features in Snapchat influence millennials perception, attitude or beliefs through the content being marketed. Marketing effectiveness will be defined by any causal relationship where the content draws in the user by capturing their attention. We will study what initially draws users to particular publications by considering the publication names, icons, visuals within the stories, as well as the nature of the stories. We will then explore what causes users to subsequently share certain content to other users using the ‘tap and share’ feature.Millennials use different Snapchat features in order to stay informed on current events. This hypothesis reinforces uses and gratifications theory because it dictates why millennials are choosing to be exposed to certain Snapchat functions. In addition, this hypothesis goes a step further because it seeks to discover whether or not millennials believe they are more informed on the latest news stories due to content released on Snapchat. Millennials perceive content shared among users as most influential.This hypothesis will guide our research by allowing us to analyze what influences millennials to share content with other users. By studying the reasons why, we will be able to analyze which marketing messages are interpreted as most effective and worthy of being shared. In addition, this will aid us in discovering which content area is most popular among millennials. ParticipantsWe will be delivering our survey to millennial Snapchat users. The criteria for participant selection will require that every individual partaking in the study will be a college-aged student who has basic knowledge of Snapchat at minimum. ProcedureAccording to personal communication, a survey is an instrument that enables researchers to run statistical analysis to obtain the strength of certain attitudes and experiences. For the purpose of this research study, the survey will be distributed to a group of students, specifically ones who have a Snapchat account, in the Communication Studies program at Longwood University.The general areas of experience that the survey questions focus upon include millennials use of Snapchat to stay informed on current events, the factors that influence consumers to share content with other users, and the effectiveness of marketing messages regarding products using Snapchat. H1: Millennials perceive content shared among users as most influential. The independent variable is content shared among users and the dependent variable is the level of influence. We will study what initially draws users to particular publications by considering the publication names, icons, visuals within the stories, as well as the nature of the stories. We will then explore what causes users to subsequently share certain content to other users using the ‘tap and share’ feature. Using the correlation method, we will measure the positive relationship between the level of exposure to Snapchat’s content and the level of influence or awareness this content has on millennials. We have selected exposure level and influence/awareness level as the variables that are to be studied because they will allow us to discover exactly how millennials are using the app’s marketing functions. In addition, these variables encompass both aspects of our hypotheses and will further guide our study.This hypothesis will guide our research by allowing us to analyze what influences millennials to share content with other users. By studying the reasons why, we will be able to analyze which marketing messages are interpreted as most effective and worthy of being shared. In addition, this will also aid us in discovering which content area is most popular among millennials. ConclusionIt is essential that more research be conducted on Snapchat’s marketing potential as it becomes abundantly clear that older social netowrks like Facebook and Twitter are becoming outdated and cluttered. Snapchat’s innovative features and functions help to keep millennials informed on the latest news and products, thus creating more active and responsible citizens. We will accomplish this goal by studying how engaged millennials currently feel when using Snapchat. This will be a comparison point that will allow us to discover what methods can be used to effectively encourage millennials to seek out content released on the app. ReferencesAdler, B. (2013). Streams of consciousness.?Columbia Journalism Review,?52(1), 24-36.Buzzetto-More, N. A. (2013). Social Media and Prosumerism.?Issues In Informing Science & Information Technology,?1067.Coffee, P. (2015). Who's Leading the Way for Marketers Among the Biggest Social Networks? Adweek. Retrieved from , M. D., & Campbell, S. B. (2011). A Strategic Framework for Targeting Generation Y via Social Media: Public Relations Results and Implications. Conference Papers -- International Communication Association, 1-25.Ember, S. (2015). Brands woo Millennials with a wink, an emoji, or whatever it takes. The New York Times. Retrieved from , A. (2014). Social media has changed how firms market their services and products.?Computer Weekly, 13.Jones, J. (2013). Switching in Twitter’s Hashtagged Exchages. Journal of Business and Technical Communication?January,?83-108,?doi:10.1177/1050651913502358Knoll, J., & Schramm, H. (2015). Advertising in social network sites -- Investigating the social influence of usergenerated content on online advertising effects.?Communications: The European Journal Of Communication Research,?40(3), 341-360. doi:10.1515/commun-2015-0011Lis, B., & Schulz, J. (2014). Determinants of Passing on Viral Messages Empirical Analysis of a Viral Marketing Campaign on Facebook.?Online Journal Of Communication & Media Technologies,?4(4), 14-33.Petri, A. E. (2015). W Hotel tries to speak Millennial with Snapchat filters. Skift. Shade, D. D., Kornfield, S., & Oliver, M. B. (2015). The Uses and Gratifications of Media Migration: Investigating the Activities, Motivations, and Predictors of Migration Behaviors Originating in Entertainment Television.?Journal Of Broadcasting & Electronic Media,?59(2), 318-341. doi:10.1080/08838151.2015.1029121Sivek, S. C. (2013). City Magazines and Social Media: Moving Beyond the Monthly. Journal Of Magazine & New Media Research, 14(2), 1-17.Sloane, G. (2014). SOCIAL CLIMBER.?Adweek,?55(33), 16.Appendix AA. Preliminary SurveySample survey questions: 1. How many times do you check the Discover tab on Snapchat to stay informed on current events?Multiple times a dayOnce a dayEvery few daysWeeklyAbout once a monthNever This question will inform us on whether or not these new Snapchat features are effectively marketing to millennial users or if they are unaffected by the content.2. Are you exposed more to content shared by others or content released by media outlets on Snapchat?Equal exposure to both optionsContent shared by othersContent released by media outletsExposed to neither optionThis question will guide our research by dictating whether millennial users are more likely to actively seek out content on the app or passively receive content. ................
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