Snapchat’s Spectacles are a marketing genius and reinforce social media over traditional journalism

There is no media like Social Media. Each platform serves its own purpose – from connecting people to connecting groups to sharing apple pie recipes to sharing moments. Here are some stats to put things in perspective:

  • If Facebook were a nation, it would be the largest in the world. The 1.4 billion members that log on to check their feed monthly surpass the population of India and China (which is interesting, because Facebook is actually blocked in China!)
  • There are over 1 billion groups on Whatsapp, and there are over 40 billion message sent on this messaging platform daily.
  • There are over 1 billion pinterest boards and everyday, over 14 million articles are pinned everyday.
  • There are over 9,000 snaps sent EVERY SECOND on Snapchat. So in time it took you read this sentence, about 20,000 snaps were exchanged.

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Enter Snapchat Spectacles: 

Snapchat is one social media company that is making the leap from the digital interconnect web to physical hardware. All with the intention that it will further adoption and integration with its 150 million plus users. Let take a look at there new wearable camera – Spectacles. The device is sold for $129 and available in black, teal or coral. This eye wear can take Snaps in 10 second increments when the device is paired via Bluetooth to the app on your phone. For longer 30 seconds snaps, they are broken up into three 10-second sequences. Snaps automatically appear on your app for sharing.

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The Marketing genius of Spectacles: 

It’s still early days, but it looks like they are a hit. They have also been a marketing genius at this – taking a page out of the decade old ploy of creating artificial scarcity. Everyone loves exclusivity, and limiting its supply to specific geographic areas generates excitement among its target group and helps drive localized adoption. The spectacles are only available to buy via Snapbot, the interactive vending machine that sells this wearable technology. Where might you find a Snapbot? Just like its snaps, its only available for 24 hours at a location announced via the map and via a Spectacles-related geofilter if you are physically near one. Here are the first few locations of the bot:

  • The Snapbot first appeared on November 10 in Venice Beach, CA, near Snap’s headquarters.
  • The second one showed up on November 13 in Big Sur, CA
  • The third one popped up outside Tulsa, OK on November 15

Learning from Google glass failure: 

Interestingly, SnapChat learned from Google’s failure. If you remember, a few year back, Google introduced glass (which was eventually discontinued) and distributed them to developers and celebrity techies with the expectation that will drive awareness. It did drive tons of awareness, and everyone knew about it, but it completely killed the “cool factor”. It became a device that was “reviewed” and “geeked” and “programmed” and ” installed”. Instead, Snapchat decided to get this into the hands of its everyday core users who would lightheartedly play with it, just like the intended purpose. Goofy looking machines reinforce that purpose.  There is no need for fancy conference to announce the release of this product and get it into the hands of journalists.

Now, the end users are the journalists, and thanks to social media, they get to drive adoption of the products and decide its failure or success. That my friends if the power of social media now!



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