“We’re not social media, we’re Snapchat.”
Snapchat has launched its bold new campaign, “Less social media, More Snapchat” to position itself as the antidote to other social media platforms.
Their first brand campaign in three years, the ad aired on 4 February and highlights the detrimental aspects of social media. Dye to users seeking likes, perfect images and ‘influencer’ lifestyle, it has led to increased trolling, hatred, and detachment from reality. By initially emphasizing social media’s divisive and negative impact on society, Snapchat frames itself as the benevolent antithesis of this and the solution that people need.
“Less likes, more human,” Snapchat wrote. “Less permanent, more free.”
“On Snapchat there’s less of the things you don’t like about social media and more of the things you love about sharing bits of your funny, messy, exciting, boring, beautiful, heartbreaking, crazy and real life with the people who matter most to you.”
By shining a light on the bright, unfiltered, yellow world of Snapchat, the platform asserts itself as a unique and necessary entity within the ever-evolving world of social media, which is more “human” than the other platforms.
According to MediaWeek, Snapchat’s new campaign premiered during the 66th Annual Grammy Awards in the US. Out-of-home placements were done in the key cities including New York, Los Angeles, Atlanta, Denver, Dallas, Philadelphia, Nashville, St. Louis and Chicago. Moreover, Snapchat has wrapped taxi cabs with the bright words “Less Social Media. More Snapchat” in the UK.
The video has received more than 10.3 million views till date.
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