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Snapchat was started in June 2011 and is now one of the fastest growing social networks around, especially among Milennials. Snapchat has taken the common principle of photography capturing those special moments forever and turned it on its head with its images that disappear a short time after they are viewed.

While other social media platforms accumulate customer data, Snapchat deletes it, a seemingly counter intuitive strategy that taps into the fear of missing out that’s so common in our culture these days. The fact that the photos and videos disappear after 24 hours creates a sense of urgency and drives engagement with the platform.

When we know an image is going to disappear within 24 hours we pay it more attention than we would one that’s around indefinitely. This fact alone makes Snapchat extremely valuable as an advertising tool and increasing numbers of brands are getting on board and posting exclusive content and videos to the platform.

In more recent times Snapchat has been further disrupting things by jumping on to the augmented reality trend. They allow users to create images using various augmented reality filters.

Using facial recognition technology, these filters let users interact with their image and the augmented reality before they snap the final picture, which can then be posted for 24 hours before it disappears.