150 million people now use SnapChat – that’s ten million more than Twitter according to Bloomberg.
60% of SnapChat users are between 18-34, the young in-demo target that radio is losing to digital.
And what is the big deal with SnapChat?
Their content is consumed and then it goes away.
Users can send videos and pictures that self-destruct within seconds of being viewed.
They can also send a Snap Story that is good for 24 hours and then it disappears.
Content is so popular that rival Facebook-owned Instagram, a shameless and very successful imitation of SnapChat, launched their own snap service called stories – one day’s worth of stories assembled in pictures and videos by users and then destroyed after that.
Are you beginning to see the theme here with 18-34 year olds?
They like – no, crave – disappearing content that is consumed and then goes away.
If these numbers mean anything, radio needs to rethink a few things.
- Why is radio making programming available online after it’s aired on the radio? Wouldn’t young in-demo listeners think that it would be better to air it and let it disappear forever?
- Why are stations even still doing websites that smack of the very permanency that 18-34 Millennials detest?
- Some new positioning statements your station can use that welcome an audience that is embracing play-then-disappear. One statement we’re going to examine to see if it passes the test is “if you miss a little, you miss a lot”. Good approach or is it missing something?
- How to create programming content that is only available on-the-air, never online. We know they want it, where do we start?
- For example, if you can help Millennials with, say, ways to handle their student debt, but they have to hear it as it airs on the radio kind of like SnapChat and Instagram Stories and could not access it later, what does that look like?
- And I will share exactly a way for your station to help Millennials with their college debt – along with how to NOT make this sound like a radio contest. And it is a money making premium revenue package as you will see.
Radio’s pre-Internet history has been what makes it to the air is no longer heard again.
Meanwhile as stations rush to put everything they have online and in digital form, it turns out young people like the original radio model that is similar to SnapChat with disappearing content.