I am completely convinced that in 24 to 36 months, as the platform dramatically ages up and starts hitting the 30 to 50 year old demo, there will be enormous possibilities.
1) I file this into a confident two-three year forecast.
2) Based on that, what resources would someone need to expend to become relevant on Snapchat now without distracting from current platforms? Snapchat right now seems like one of those minimal resource bets that can be made right now if not spending the money as a big brand to be on the Discover space. Which means to me that not experimenting with even minimal resources is a strategic oversight.
Yes, there’s planning that would be needed. What to record. When to record. How spontaneous do you want to be. But if you have a brand and know what you stand for, shouldn’t you already have an idea of what you want to share? If so, then it’s a matter of figuring out when you want to share it, and establishing it as a habit. Is that really so hard?
3) Are you able to use some of your Snapchat content elsewhere? Does it make sense on certain platforms? My gut tells me it’s possible, at least with short videos on Instagram. But the only way to know is to test and monitor the results (though if you see someone doing it already and well, then there’s your answer, and the only thing you have to ask is when you will do it).
What I like about this is how the barriers to entry are changing for the benefit of the individual entrepreneur or small company. All because with each new platform idea that addresses a gap in a prior platform that people felt, even if they could not articulate it, those people will then start using the new platform. And with a reluctance to change being the status quo amongst major brands, that creates the opening.
Overall, thanks for the great article Gary!