If you still think Snapchat is just for teenagers, you may be missing one of the most underappreciated growth channels in digital advertising.
In this episode of Retail Remix, host Nicole Silberstein speaks with Sidharth Malhotra, Global VP of SMB at Snap, about why Snapchat is becoming an increasingly important platform for small- and mid-sized brands looking to acquire new customers. Sid explains how Snap’s nearly 1 billion-strong user community has matured into a high-spending audience, why the platform’s engagement patterns differ from that of other social channels and how advertisers are using everything from dynamic product ads to AR to drive measurable results.
Key Takeaways
- How brands are using Snapchat to reach incremental audiences they may not be finding on TikTok or Pinterest;
- The benefit of the kind of active, “two-thumb” engagement that Snap encourages, as opposed to the passive scrolling on other platforms;
- Why Snap’s AR capabilities function like a “pocket fitting room” for brands of all sizes;
- What the “Hot Wheels problem” reveals about the limits of last-click attribution;
- How AI is helping level the playing field for SMBs, enabling them to “out-execute the Goliaths”;
- Why he believes chat-based commerce will be the next major frontier in performance marketing; and
- Important tips for nailing chat-based advertising.
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What is Retail Remix?
The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Every week, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.