The Travel Vertical

Weekly stories curated exclusively for digital tourism marketers

Snapchat Ad Prices Drop From Sky High to Dirt Cheap

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In a flip-flop from its earlier, headier days, the Snapchat of today has the lowest ad prices among all its peers. AdAge reports that according to 4C, a marketing technology firm, Snapchat ads in the first quarter 2018 “cost an average of $2.95 per thousand impressions, compared with $4.20 at Instagram and $5.12 on Facebook’s app.”

Note that:

  • 95 percent of Snapchat ads are sold programmatically
  • prices were 65 percent lower than in first Q. 2017

It wasn’t always this way. What happened and what’s next? Read more from AdAge here.

Snap, Crackle, Drop! How Snapchat is Struggling Right Now

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Snap had a horrible week. More than 1.2 million users signed a petition asking the platform to get rid of its latest re-design rolled out at the start of 2018. Then, this tweet happened:Kylie Jenner’s is the most-viewed account on Snapchat.

However, Fast Company reports, “Citi downgraded Snap’s stock from “neutral” to “sell” the day before the Jenner tweet, which surely could have influenced the stock price’s drop. In fact, the stock price was falling before the reality TV star gave the world her two cents.” CNBC reports that Citi indicates it was Kylie’s tweet that prompted their position.

Either way, Snap shares were down 16 percent last week. So, looks like Snapchat’s woes go deeper than Kylie’s 24 million followers. See a news video and read more here.

Six of the Best Travel Brands on YouTube, Snapchat, Instagram, Twitter, Pinterest & LinkedIn

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You might not expect to see partnerships such as:

  • Aer Lingus + LinkedIn
  • Delta + Tinder
  • Lonely Planet + Pinterest
  • Travel Oregon + The Onion

in social media campaigns. But they can work! Read more here.

Related: “Thinking Outside the Box: Marketing Deals With Untraditional Partners” presented by The Onion + Travel Oregon at eTourism Summit 2017, found here.

Related: “Travel is a Turn-On: Delta Air Lines Partners With Tinder in a Cool Brooklyn Creative” (The Travel Vertical, 6/20/2017)

 

 

Snapchat Makes a Content Change But Advertisers Aren’t Buying It

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In a major shift, Snapchat will now allow Snapchatters to share and watch some videos outside its app.

Note: Taking to Twitter to complain, Snapchatters aren’t too pleased about it, posting: “Snapchat please go back to how you were.” 

“Snapchat’s appeal has largely been limited to young people who can navigate its famously confounding interface. It’s one of the reasons why Instagram has nearly three times as many users,” writes the Los Angeles Times.

However, digital media buyers remain unconvinced. They don’t expect to spend more on Snapchat due to its new content-sharing tools.

Read more from AdWeek here.

Snapchat’s Influencers Are Fleeing to Instagram for Money

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Is anyone surprised?
Brands want to know exactly who they’re reaching. But on Snapchat, there’s no easy way to tell how many views anyone is getting.
Related: “Influencers Are Earning How Much Per Post? $300K?” (The Travel Vertical, 9/5/2016)
“The disappearing-message service kept it tough for users to measure their audience. Facebook’s service swooped in.” – Bloomberg reports. Read about it here. 

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Laurie Jo Miller Farr, Editor
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