This is probably more of a thought than a post but two things struck me over Madonna’s release of her latest video on Snapchat:
- Good for her. The stigma of Snapchat being an app of unsavory content and mischief is old and tiresome. They have a userbase that exceeds 100 million with 1 in 5 U.S. social media users using it and 71% of all users being under the age of 25.
- Pioneering the Discover feature on Snapchat means some growing pains but could ultimately pay off. The assumption is Madonna released the video to stay relevant with Snapchat’s demographic. I think the strategy was more complex than that.
According to a Consumer Trends survey by the Recording Industry Association of America, the 45+ age group is actually the largest music buying demographic. Madonna using the medium means reaching a new audience of 20 somethings while bringing a new demographic to Snapchat with Gen X. If she extends her relationship with the social network, using features such as My Story, Madonna could give unprecedented real-time access into her life, her tour, and her music all the while keeping this new demographic of Snapchat users engaged as she reintroduces herself and her relevance to new fans.
So when you combine those two stats, you kind of get tweets like this:
Wait. Madonna debuted her new music video on Snapchat? Does that mean other artists will follow, & I’ll have to figure out how to use it?
— Ara Trask (@AraTrask) February 8, 2015
The learning curve for Snapchat isn’t easy, however, the value proposition delivered in the case of a brand (In this instance Madonna) releasing exclusive content through Discovery is compelling. Discovery’s UX is very simple and straight forward, and the experience feels both real-time and exclusive. PSFK has a great overview of the feature that I recommend checking out.
Gary Vaynerrchuck made the comment on a LinkedIn post that Snapchat is a media company now. I don’t think they’ve ever pretended to be anything other than that however. They just evolved. People are media just as media is media. On a platform that can scale content from 1 to 1 to 1 to many, Snapchat is proving that evolution doesn’t need to take place over a millennium.