Workshop: Getting to know Snapchat
Hosts: Juan David Borrero & Glenne Christiaansen, Snapchat (US)
Hot on the heels of the company’s highly successful IPO, presenters Borrero and Christiaansen jetted in from Snapchat’s Los Angeles headquarters to explain some of the ways in which the mobile phone app can interact with the music business.
Providing a tutorial of Snapchat’s various functions, Borrero said that having fun is at the centre of what Snapchat allows. “We are a camera company and we are reinventing the way people use cameras to interact with their friends,” he said.
With innovation at the core of what the company does, Borrero revealed that 150million people use the app every single day, with 60% of Snapchatters creating new content daily and the customer-base viewing snaps with geofilters more than 1billion times every day.
Christiaansen said that, when it comes to music, the company has seen artists, bands, venues and events get really creative with the geofilter tool, with Coachella, the Brit Awards and the Kiss FM Jingle Ball all having recently created their own geofilters.
The hosts walked attendees through the app’s Lenses effects and revealed that most users have the sound turned on when they activate Snapchat, making it an ideal conduit for the music industry.
“Snapcodes are a new frontier and they can drive fans to tour campaigns and festivals,” announced Christiaansen of one of Snapchat’s most recent innovations. The company, she said, has also now integrated with Shazam so that songs can be identified within the app and can allow the track to immediately be listened to through the user’s preferred music service.
Delegates heard that savvy bands, athletes, movies and personalities are using the app’s Official Stories to create dedicated channels for their fans, while users are also discovering a wealth of content through its premium platform.
Addressing industry specifics, Christiaansen added, “When we’re dealing with a festival, we can create a geofence to cover the entire site and pretty much every weekend this summer we will be covering festivals around the world that people can follow on Snapchat.” Last year, the company partnered with Lollapalooza Chicago, Coachella and the Grammys among other major events, with those music stories proving to be incredibly popular – 131 million unique Snapchatters tuned in to check out that content last year.