Why do people love snapchat? MAU – 70 million Frequency - 400 million snaps a day Gender – 70% female Geographic – Mostly US Revenue – $0 Business Model – None *Disclaimer* I love Snapchat, despite having only 5 or 10 friends using it. I get to stalk em whenever they update their profiles, and they get to share their most [intimate - icwhatudidthere] thoughts and e-motions. Kinda like Facebook – but cooler – as people would think.

1. Why people love Snapchat

2. Fact(s)
MAU – 70 million
Frequency - 400 million snaps a day
Gender – 70% female
Geographic – Mostly US
Revenue – $0
Business Model – None

3. Why'd it go Viral?
I love the fact that mass-marketing influences downloads, purchases,
and buy-ins to a large extent.
1. Snap chat Dic* Picks – This was brilliant. Tweens everywhere –
attracted by the mere premise of their friends sharing inappropriate
images with one another. “If there’s an outlet to defy authority, kids
will gravitate towards it.” I theorize, that Omegle and Chatroullete as
well – had a similar underlying usage behaviour behind it.
2. Manic valuation – Not a lot of buzz was going around companies that
were valued at that price point, and the buzz spread worldwide.
Media outlets across the globe were sharing the news about the
application that made no money and only targeted kids. Buzz
translated into downloads.

4. Motivation for initial usage
1. Scarcity - The scarcity factor associated with
the the short life-span of these snap images
sparks a host of neural pathways in the brain.
You tend to value these images a lot more on
Snapchat (10seconds) than Facebook (forever).
These images are now as valuable as a gourmet
meal, made more valuable by applying filters,
tags, and cute n cudely doodles

5. Motivation for initial usage
2. Connectivity/Intimate Bonding - I get a glimpse into
the lives of my friends in a more appealing format than
text. An IMG with you playing with your kitty cat, is a
better response to “What’s Up” than “Not Much”.
Of course, the rules of the game don’t change here. The
more your friend offers to you in terms of entertainment,
humour, excitement, beauty, etc. – the more you would
reciprocate and the longer you spend time on social
media apps.

6. Motivation for initial usage
3. Defying Social Norms - I can appreciate your activity
for a longer duration of time than is socially permissible
in a face-to-face interaction.
Our brains can process images within microseconds of
seeing it, but the joy in taking your time to truly get a
dopamine dump for 10 seconds is exciting enough for
anyone to get addicted to

7. Motivation for initial usage
4. Interaction Design – Snapchat has some of the best
interaction design elements involved in it. Swipe right to
chat, slide to switch cameras, push down to refresh, and
press-n-hold to view.
These elements have made it simpler to use the app v/s
having buttons or complex menus to browse through. Its
quick and its young.

8. What does all this mean for
brands?
1. Sharing pictures of your stuff– Fans will inevitably be sharing
images of a multitude of products, events, memories, and
experiences.
2. Invite Snap Celebs – Get em to your new store opening, give em
free tickets, free promos, you know the drill. These guys are the new
broadcasters of 2014. You gotta tap em, when they’re young.
3. Youth – You’re gonna gettem young. You don’t want a Vice to take
over the publishing game and dethrone incumbents by tapping the
youth
4. Low Risk – If you fail, you fail. No expectations, no impact on KRA –
you’re free to experiment around without too much of a disaster in
your hands

9. Brands on Snapchat -
• TacoBell
• Love16Handles
• karmaloop.com
• Grubhub
• Wetseal
• Acura_Insider
• Businessweek
• SenatorRandPaul
• Saints (New Orleans Saints)
• Eagles (Philadelphia Eagles)
• New York Jets
• wetseal
• wwe
• grubhub (theyre awesome)

10. You did it!
You went through the entire presentation. No you
didn’t. You skimmed. Trust me, you’re gonna
wanna really read this presentation. Or not.
Go to fivemv.com for more insights on digital
consumer psychology insights.

11. My next article is about "Anchoring and Influence". Here's a snippet -
"Simply put, anchoring is how people live their lives… Woaah! *We gotta bad
ass over here*
Anchoring is all about comparing a certain prospect to another. The base-line
product, base line sale, menu option, service, vacation, relationship, , etc.
etc. etc. – we all live by comparing our current life system to potential
options that we see.
Bar Rafaeli will never date you, cuz Leonardo DiCaprio is a thing. She’s gonna
anchor her decisions based on who she’s with right now."
Complete article at - http://www.fivemv.com/anchoring-psychology/
D D D D D Drop the Base!