Snapchat, Millennials, and the Micro Revolution

In the past few months, the mobile messaging app Snapchat has been generating buzz unlike any it has before. Despite years of high engagement and growing usership, Snapchat has only recently shed the bad reputation with which it had long been saddled. (Gary Vaynerchuk wrote a great retrospective on Snapchat’s ascent yesterday.) Finally convinced that Snapchat is a legitimate social platform, brands are flocking to reach its coveted millennial audience.

Snapchat posts are informal, in-the-moment, and small.

In order to do that, marketers are hard at work trying to pinpoint what makes Snapchat so alluring to young people. That’s easier said than done. We millennials are the most elusive marketing demographic in history; we “must be sold to on [our] terms,” as one trade publication put it, and we resent anything that seems to be cloying. But the Snapchat marketing revolution is here, ready or not. As big advertising money starts to line up, the question has become pressing: what is it about Snapchat that millennials love?

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