I’m excited to announce that Delmondo’s social video measurement software is the newest Facebook Media Solutions partner, providing enterprise technology solutions to media companies, agencies, and brands.
As Delmondo turns two years old this month, we have seen massive shifts in the social video space. When our company launched Snapchat didn’t sell any ads, Facebook was just starting their ascent to becoming a video powerhouse, and we were only just starting to hear rumblings of the birth of a new live streaming movement.
Now video is growing faster than ever – in just the past year alone smartphone video data usage has tripled with millennial viewers. If you believe our client Cisco (like we do), 75% of the world’s mobile traffic will come from video viewership by 2020 and those same millennials will be growing up with new video consumption habits.
Snapchat debuted Lenses in September 2015 as a set of filters that would respond to a user’s facial movements, adding sounds and interactive motion effects to video selfies. Since then, it has been reported that as many as 30 million snaps each day are decorated with lenses. Many of these include sponsored lenses, which are one of the most premium types of ads available from Snapchat, enabling advertisers to build branded experiences they can share with their friends.
To date, Snapchat has run more than 100 sponsored lenses, with lots of brands buying them up, and it seems like every day we’re being asked by clients for great examples of sponsored filters. So today we have created a list of the top 10 sponsored lenses to date.
Now it’s no secret that Snapchat advertising analytics are a secret as closely guarded as the Holy Grail but it is possible to find examples online. We used all the examples we could find in the form of case studies or PR articles for our analysis.
So with public statistics, press articles and our own personal opinions mashed up into a magical (and not-so scientific) formula, we now present THE TOP TEN BEST SNAPCHAT SPONSORED LENSES OF ALL TIME!
Today we’re excited to announce another step in Delmondo’s path towards empowering media brands and creators by bringing on Brian Fanzo as a strategic advisor to the company.
Fanzo, or “iSocialFanz” as he’s commonly known on the internet, will be working with us on evangelizing and providing feedback on our live video analytics product while building deeper relationships with enterprise brands looking to go live.
Snapchat is too big to ignore anymore — driving more than 10 billion daily video views by users.
10 billion views (with a b). Let that sink in for a second.
That’s massive. By comparison, Facebook has 8 billion daily video views. What’s so different though, is Snapchat’s 10 billion views are coming exclusively from mobile devices.
For marketers, there’s a huge opportunity to tap into that audience and tell new stories, as it’s not just a platform for teens anymore. 3/4th’s of US users are over the age of 18, and we’re seeing more people over the age of 25 joining the platform, a number expected only to grow in 2016.
But while many marketers have spent the better part of the year getting used to the platform itself, one of the biggest things that’s still confusing people is measuring success of content on Snapchat.
When we already see marketers struggle to make meaning from established data sources it’s understandable why a new and complicated platform like Snapchat without formal analytics would be hard for marketers to dive right into.
On Snapchat, marketers should focus less on the number of connected followers they have and more on the number of people consuming their stories. In fact, most users can’t even see how many followers they have on Snapchat, instead you can measure how many people view your snaps on average.
Fortunately, we’ve built Snapchat analytics software to help solve this problem, but we’ve also put together some of our findings from this year and distilled then into the four key metrics that will get you started.
Many Snapchatters can attribute their large Snapchat following to one viral moment or video that sends their story skyrocketing. Take Jennifer Levinson for example. She gained nearly 100,000 Snapchat followers after Buzzfeed did a video about how she Snapchats her boyfriend sleepwalking (it’s hilarious, you can watch it here).
These moments seem to happen all the time at UFC tentpole events, with their Snapchat content reaching millions of viewers each week across platforms. As the man behind the camera for our client the UFC’s Snapchat it’s my job to find these opportunities and fit them into the story I’m trying to tell.
I was lucky enough to head to Vegas during International Fight Week for UFC 200 to produce vertical video and lead takeovers. We covered a full week of activities including the UFC Fan Expo, three fights and along the way we created content for the official Snapchat Live story…literally living, breathing, eating Snapchat 24/7.
So what did I do when I saw Justin Timberlake and Tom Brady joking around before the Main Card at UFC 200? I politely asked for a picture and they graciously obliged.
We’re excited that two Delmondo clients took home an award at the Cannes Lions festival this year for Snapchat projects:
First, the Ad Council, who won Cyber Gold for their “I Am A Witness” campaign, a multi-platform digital activation aimed at promoting the brand new emoji kids can use to speak out against bullying. Delmondo helped with the Snapchat geofilter activation, recruiting digital stars to use the filter, shoot videos and continue to promote the cause throughout the year. Big congrats to Laurie Keith and her team!
Second, Lowe’s Home Improvement won for their “In-a-Snap” launch campaignwhich Delmondo was a creative consultant on. Congrats to our clients BBDO for their win, those guys are so creative and look for more cool things from them soon.
As part of its summer-long “Come Out Back” campaign, Mike’s Hard Lemonade is running a three-part episodic of vertical video ads in a Snapchat Live Story takeover effort on Memorial Day Weekend. The tale begins with two friends walking up to a barbecue and realizing their friends are stuck in a robotic loop. The lead characters, played by web creators Steph Barkley and Jason Nash, then set out to help them escape their GIF-like situation.
Delmondo and Space Oddity Films created and produced three spots, you can see an example below:
Diane Sayler, senior manager of brand experience at Mike’s Hard Lemonade, added, “The Snapchat platform gave us an opportunity to reach our consumers where they’re already sharing their backyard moments in a way that’s never been done before.”
Read more on Adweek
Last year thousands of fans experienced VidCon for the first time through the eyes and phones of their favorite social celebrities. The application, which now boasts 10 billion daily video views, has become a staple of nearly every social star. Compared to this time last year, Snapchat has grown by nearly 50% and has surpassed Twitter in daily average users.