Y antes de que dejes de leer, perm\u00edteme darte tres cifras:<\/p>\n
- \n
- 200 millones de usuarios activos mensuales.<\/strong><\/a><\/li>\n
- Cada d\u00eda se env\u00edan m\u00e1s de 700 millones de snaps<\/em>.<\/strong><\/a><\/li>\n
- Como empresa, est\u00e1 valorada en 19.000 millones de d\u00f3lares.<\/strong><\/a><\/li>\n<\/ul>\n
\u00bfConsegu\u00ed que quieras seguir leyendo? Si es as\u00ed, me alegro.<\/p>\n
Desde luego, para entender Snapchat necesitas empezar a usar Snapchat. En mi defensa, en ning\u00fan momento pretendo explicar c\u00f3mo usar la app<\/em>, sino ayudarte a entender qu\u00e9 es realmente Snapchat y por qu\u00e9 representa una gran oportunidad de negocio para las marcas.<\/p>\n
Seg\u00fan Evan Spiegel<\/strong><\/a>, uno de sus dos fundadores:<\/p>\n
\n
\u201cSnapchat isn\u2019t about capturing the traditional Kodak moment. It\u2019s about communicating with the full range of human emotion<\/strong>\u200a\u2014\u200anot just what appears to be pretty or perfect.\u201d<\/p>\n<\/blockquote>\n
Esa era la idea.<\/p>\n
As\u00ed que, seg\u00fan su visi\u00f3n, tenemos comunicaci\u00f3n y emociones, no fotograf\u00eda<\/strong>.<\/p>\n
Sin embargo, con motivo de la presentaci\u00f3n de Snapchat Discover<\/a><\/strong>\u200a, veamos lo que dijeron en enero de este a\u00f1o<\/a>:<\/p>\n
\n
\u00a0\u201cSnapchat Discover is a new way to explore Stories from different editorial teams. It\u2019s the result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first. This is not social media.<\/strong> Social media companies tell us what to read based on what\u2019s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what\u2019s important.\u201d<\/p>\n<\/blockquote>\n
Entonces, por otro lado, tenemos artistas y editores, no redes sociales<\/strong>.<\/p>\n
As\u00ed que si Snapchat ofrece la oportunidad de crear contenido editorial, para usuarios que se encuentran en un contexto concreto, casi en tiempo real y con un alcance potencial de cientos de millones de usuarios, \u00bfqu\u00e9 valor hay en una imagen o v\u00eddeo si s\u00f3lo se puede ver durante unos segundos?<\/strong><\/p>\n
Aunque puedes tomar una screenshot <\/em>y guardarla en tu smartphone<\/em><\/span>, para m\u00ed, la idea de que el contenido desaparecer\u00e1, es sin duda el potencial m\u00e1s importante de esta aplicaci\u00f3n<\/strong>.<\/p>\n
![\"snapchat-mcdonalds\"](\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2015\/07\/IMG_2854-200x300.png?resize=200%2C300\")
<\/a>Imagen: Snapchat @McDonalds<\/figcaption><\/figure>\n Los usuarios entran a diario a la app<\/em> sabiendo que ese contenido ma\u00f1ana no estar\u00e1 ah\u00ed, por ese motivo le dan m\u00e1s importancia de la que quiz\u00e1 merece y tienes toda su atenci\u00f3n<\/strong> durante unos segundos.<\/p>\n
\n
La exclusividad alrededor de algo, hace que la gente lo desee. Una vez que lo obtiene, se siente especial.<\/p>\n<\/blockquote>\n
Aprovechar este aire de exclusividad, har\u00e1 que el proceso de comunicaci\u00f3n entre el producto y la audiencia, se sienta privado y por ende \u00fanico. <\/strong><\/p>\n
La clave de este tipo de trabajo con Snapchat radica en el hecho de concebir formas creativas para sorprender al usuario. Aprovechando la inmediatez para interactuar de una manera m\u00e1s directa con tu p\u00fablico.<\/strong><\/p>\n
Cr\u00e9eme, Snapchat representa una gran oportunidad de negocio para las marcas, aqu\u00ed tres razones:<\/p>\n
1. Juega con lo \u00fanico que no podemos comprar: el tiempo. <\/strong>Snapchat es una herramienta que te brinda la oportunidad de captar la atenci\u00f3n de una persona en pocos segundos.<\/p>\n
2. Dinero es dinero. <\/strong>Utilizar Snapchat en tu plan de marketing digital va m\u00e1s all\u00e1 del simple hecho de estar a la moda, significa poder comunicarte con un gran n\u00famero de personas a un bajo costo en t\u00e9rminos de inversi\u00f3n monetaria.<\/p>\n
3. Una imagen vale m\u00e1s que mil palabras. <\/strong>Adu\u00e9\u00f1ate de la imagen. Nuestro cerebro funciona con emociones, sobre todo la parte destinada a la compra o consumo de productos.<\/p>\n
As\u00ed que ah\u00ed lo tienes, \u00bfpor qu\u00e9 no darle a Snapchat una oportunidad?<\/p>\n
![\"Twitter_logo\"](\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2015\/07\/Twitter_logo_blue_48.png?resize=20%2C20\")
<\/a> @franlpzg<\/a><\/strong>
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La NSA y \u00a0VC Mark habl\u00f3 largamente\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/org_4552057-3418413-scaled.jpg?fit=1200%2C709&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/org_4552057-3418413-scaled.jpg?fit=1200%2C709&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/org_4552057-3418413-scaled.jpg?fit=1200%2C709&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/org_4552057-3418413-scaled.jpg?fit=1200%2C709&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/org_4552057-3418413-scaled.jpg?fit=1200%2C709&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":16306,"url":"https:\/\/kalot.com.mx\/site\/2014\/05\/22\/google-la-marca-mas-valiosa-del-2014\/","url_meta":{"origin":22647,"position":2},"title":"Google: La marca mas valiosa del 2014","author":"Samuel Arriaga","date":"22 mayo, 2014","format":false,"excerpt":"Google, si Google, la exitosa firma de internet logro quitarle el puesto a Apple como la marca mas valiosa del mundo, de acuerdo con el estudio BrandZ realizado por la firma Millward Brown Google es la marca mas valiosa del mundo. Google es la marca mas valiosa y tiene un\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/05\/bloggif_537e38bc9973a.jpeg?fit=1000%2C462&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/05\/bloggif_537e38bc9973a.jpeg?fit=1000%2C462&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/05\/bloggif_537e38bc9973a.jpeg?fit=1000%2C462&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/05\/bloggif_537e38bc9973a.jpeg?fit=1000%2C462&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":17586,"url":"https:\/\/kalot.com.mx\/site\/2014\/08\/12\/ps4-anda-de-10-pero-millones\/","url_meta":{"origin":22647,"position":3},"title":"PS4 anda de 10, pero millones.","author":"HM_MKT007","date":"12 agosto, 2014","format":false,"excerpt":"En estos d\u00edas se realiza la GAMESCOM 2014 desde COLONIA, en ALEMANIA, que viene a entrar como la segunda expo m\u00e1s importante de la industria a nivel mundial (Aspecto debatible claro), y en esta tendremos noticias importantes de videojuegos que en esta semana analizaremos. SONY a debutado, dando y confirmando\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/08\/PS4.jpg?fit=1200%2C704&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/08\/PS4.jpg?fit=1200%2C704&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/08\/PS4.jpg?fit=1200%2C704&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/08\/PS4.jpg?fit=1200%2C704&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/08\/PS4.jpg?fit=1200%2C704&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":12037,"url":"https:\/\/kalot.com.mx\/site\/2014\/02\/20\/el-barca-a-juicio\/","url_meta":{"origin":22647,"position":4},"title":"El Bar\u00e7a a Juicio","author":"Daniel Cacho","date":"20 febrero, 2014","format":false,"excerpt":"El juez de la Audiencia Nacional espa\u00f1ola Pablo Ruz imput\u00f3 este jueves al Barcelona, como persona jur\u00eddica, por un delito fiscal en el fichaje del delantero brasile\u00f1o Neymar, despu\u00e9s de que la Fiscal\u00eda as\u00ed lo pidiera al considerar que el club defraud\u00f3 9.1 millones de euros a la Hacienda P\u00fablica.\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/FC-Barcelona-Logo-New-HD-Wallpaper-2013-06.jpg?fit=800%2C600&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/FC-Barcelona-Logo-New-HD-Wallpaper-2013-06.jpg?fit=800%2C600&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/FC-Barcelona-Logo-New-HD-Wallpaper-2013-06.jpg?fit=800%2C600&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/FC-Barcelona-Logo-New-HD-Wallpaper-2013-06.jpg?fit=800%2C600&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":11202,"url":"https:\/\/kalot.com.mx\/site\/2014\/02\/06\/sony-regresa-la-cima-de-los-videojuegos-con-ps4-playstation_la-ps4\/","url_meta":{"origin":22647,"position":5},"title":"SONY regresa a la cima de los videojuegos con PS4 @PlayStation_LA #PS4","author":"HM_MKT007","date":"6 febrero, 2014","format":false,"excerpt":"He de aceptar que SONY se hab\u00eda perdido del camino que lo llevo a la gloria con PS2, y al llegar el PS3, todos supon\u00edamos no tendr\u00eda rival, y por ende, ser\u00eda la consumaci\u00f3n de su \u00e9xito como la mejor opci\u00f3n en videojuegos, en todos los aspectos, pero MICROSOFT se\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/ps4-vita-bundle_0.jpg?fit=640%2C352&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/ps4-vita-bundle_0.jpg?fit=640%2C352&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/ps4-vita-bundle_0.jpg?fit=640%2C352&ssl=1&resize=525%2C300 1.5x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts\/22647","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/users\/147"}],"replies":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/comments?post=22647"}],"version-history":[{"count":0,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts\/22647\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/media\/22643"}],"wp:attachment":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/media?parent=22647"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/categories?post=22647"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/tags?post=22647"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}} - Cada d\u00eda se env\u00edan m\u00e1s de 700 millones de snaps<\/em>.<\/strong><\/a><\/li>\n