Snapchat has taken its capabilities to the next level recently with new filters and lenses, but the channel is now going further to specifically help brands capitalize on these new features. Snapchat is partnering with big data firms to provide better insights on its users to advertisers. Using firms like Datalogix, Epsilon, Acxiom and BlueKai Snapchat will soon be able to tell advertisers how Snapchat users are using their mobile devices to connect with other brands—including what they’ve recently bought, viewed, or downloaded on their phones.
This data coupled with geolocation information will provide brands key insights into the interests and demographics of Snapchat users. Knowing how Snapchat fans are using their phones and what type of content they engage with most often on mobile will allow advertisers to create content on the platform that will truly resonate with their target. The data firms can even tell brands if specific users are millennials so they know whether or not they are reaching their desired audience.
And speaking of Target, the brand has jumped full speed ahead on the Snapchat trend—recently using the platform’s geofilters on Black Friday to engage with customers in the checkout line. Read more about the integration of Snapchat into Target’s holiday campaign here.
Snapchat has recently signed on other big-named brands as sponsors, including Nordstrom and Starbucks, meaning that these new insights could lead to more strategic integration of Snapchat into brand campaigns in early 2016.
Why It’s Hot: Though the partnership with big data is a smart way for Snapchat to lure advertisers, it also provides an opportunity for brands to use the platform in a more effective way than ever before. By understanding the habits of Snapchat users that engage with their channel and knowing other mobile content they interact with, brands can optimize the content they push through the site to deliver what will resonate most with its consumers. The result? Smart, strategic executions that will be authentic and engaging to the consumer.