It appears that more luxury brand companies are jumping on the Snapchat bandwagon because they view it as being the hottest app for millennials at the moment and want to take advantage of their usage. Despite having a history of being slow to roll out digital marketing campaigns, luxury fashion brands are going all in and attempting to push their product via Facebook, YouTube, Instagram & most recently Snapchat. Among some of the top brands to create accounts have been Burberry, Gucci, Louis Vitton & Calvin Klein who aim at providing their followers first looks at unreleased clothing lines and behind the scenes footage at fashion shows. But will this really drive some teenager on Snapchat to save up hundreds of dollars to buy an article of clothing that will be out of style in a year?
While it may eventually work to their advantage, I don’t necessarily associate the people who I know with Snapchat accounts – younger than 30, usually early 20s unless they have a child or love attention – as buying these high end luxury items, so why are they targeting them? I came across an interesting article that questioned their jump to Snapchat without having mastered the other platforms previously mentioned. We are in a time when companies are trying to figure out what approach works best in the digital era to appeal to their followers and it differs from one company to another. Instead of trying to cover all of the platforms, I feel as though companies should really try to hone in on their target audience and capitalize on one major platform until they find success. Without being able to know what ultimately drives your followers to purchase the product you are pushing, introducing another app-driven platform could do more harm than good to your brand. What is too much and what is not enough when it comes to online advertisements? How many times have you gone online to search for a pair of shoes, go on Facebook next and see that exact same pair of shoes as an advertisement on the right hand side of your screen? It can be a bit much at times and I feel as though companies need to figure out how to pick and choose their spots as opposed to covering every single platform there is and inundating their consumers with them.
Sincerity, a touch of humor and a strong visual appeal work best in getting my attention based on the brands I follow on Facebook, Instagram or Twitter. If a post or ad comes across my feed and it reeks of trying to hard or not being genuine, you can bet I’m going to unfollow that account without thinking twice. Therefore, I believe companies need to stick to their specific goals when thinking about who they want to appeal to and not worry about various platforms such as Snapchat if they don’t even have the money to purchase your product. In time the average age of the apps users will continue to rise, but will it be around forever or will users get sick of it and all of the ads being pushed their way and move onto the next big thing? Twitter is trying to figure out what went wrong after a promising start, so what makes Snapchat any different? It can certainly be a slippery slope for companies wanting to get in on the action especially if they don’t have a clear vision for their online presence and trying to cover all of the bases without mastering a particular one first.