I recently had the opportunity to welcome a few kids around 12 years old who where visiting my previous company during one of the training sessions I used to animate. I don’t think I was boring during these sessions and I always tried to do my best to provide a vivid presentation. Yet… How could I be able to maintain them in the loop? Snapchat came to my mind!
And after having realized my short introduction during which these kids where stuck on their mobile phone, I asked to the participants: “What social network, do you use? Facebook? Raise your hand please? – no sign about these teenagers…” Twitter? – are they still awaken?.. Snapchat? YESSS!!!”. They did it, they can answer to simple question… But they were not the only one to answer! (Indeed Barney!!!)
The point is a few other people raised their hands too… And they were over 35 years old… Of course, in the field of social media strategy, when it comes to studies about social networks adoption, we can have in mind some shortcuts, sometimes useful in the short terms… But when it comes to plan the future, you still need to be more open minded. This short experience helped me to understand that. I was quite surprised of these outcome but it made an echo with a real challenge for Snapchat!
Snapchat is trying to have their network used more and more by other population and to increase their user base. And it seems to be already the case: last year in the U.S., Snapchat added 25-to-34-year-old users (103%) and older-than-35 users (84%) faster than 18-to-24-year-old users (56%) as we can read in the LA times article. Obviously, older people don’t want to be outpaced by the younger and therefore people try to catch up… Well I guess I have to finally use this network too as a personal interest and find some friends and brands to follow.
We’ll see in a other article how brand try to target this older users… But think of how much proximity it can bring during special events… (sports team have understood it)
At least, Snapchat gave me the opportunity to create a discussion with these teenagers… Finally the tool is really able to gather different generations 🙂