“I think they’re screwed. Snapchat, I predict, will be the next Formspring or Chatroulette, that mega-hot thing that all the kids were on until suddenly they weren’t.” – Shane Snow
“Eventually Pinterest will have to make money, but it will have to be from browsers, not buyers, because Pinterest won’t drive significant purchasing.” – Julian Green
“The first thing they [Instagram] should do is drop to their knees and beg Kim Kardashian to stay on board, because rumors of her dropping the app (she is their most followed user) have become the hottest news, and if she goes, they can expect her 5 million users to follow suit.”
– Christianna Giordano
Open any marketing or advertising publication this month and you’re sure to find at least a half-dozen mentions of Periscope and Meerkat. Everyone sees the potential in these new streaming services. However, advertisers weren’t prepared to roll out the red carpet for new apps like this in the past.
At the infancy of SnapChat, Pinterest and Instagram, several publications had their reservations about the potential of these apps as moneymakers and marketing tools. As the values of these apps have grown into the billions-of-dollars range, they’re finally getting the respect they deserve.
In their attempts to forecast the lifespan and value of these new apps, many writers said that the short shelf life of these posts made them impractical tools for advertising. Little did they know about how these apps would adapt.
SnapChat’s new “Discover” stream allows major media companies to offer advertising space in their 24-hour streams. Instagram’s looping video option gives brands an opportunity to catch scrolling eyes with beautiful, dynamic images. Pinterest’s promoted pins blend in with other posts and show up on well-targeted boards for people that are ready to buy.
These three apps have adapted to prove these writers wrong. Their pessimistic forecast has become completely inaccurate. The road ahead for these ever-evolving channels is bright and paved with advertising dollars. We’re looking forward to how creative agencies use these opportunities for their clients.