Snapchat doesn’t let the grass grow under its feet
How will the acquisition of Vurb change the future of the ghost app
The social media world never sleeps. Who wants to succeed needs to be ready for the competition in the race against the time. Snapchat, one of the current leaders of this market, didn’t let the grass grow under its feet and just few weeks after the Instagram announced ‘Stories’, the feature conspicuously similar to ghost app, it responded to all the skeptics with the acquisition of Vurb.
On the 2nd of August the Instagram introduced feature called Instagram Stories.
With this action, they haven’t only become a player on the ephemeral market, but also have attracted the attention of the whole social media environment and naturally initiated discussions about the similarities with Snapchat and its impact on the Snapchat’s future. Although the Instagram Stories feature had no immediate effect on Snapchat usage, titles and thoughts such as: ‘IS Snapchat dead now that Instagram has stories too?’ ‘5 Reasons Why Instagram Will Kill Snapchat’ and many other debates, to decide which is one is better, infested/invaded the media. (has been infesting the media for already three weeks )
And what the Snapchat has to say about it? Besides few sarcastic reactions of Snapchat employees, not much. They don’t need to talk, they act and we should admit they acted very quickly. Snapchat has acquired a mobile search and recommendation app Vurb.
What’s behind this acquisition?
The ephemeral content world is not anymore a one horse race. Instagram Stories is catching up and Snapchat needs to look for another market advantage. The geo-localization universe could be their ace up one’s sleeve.
According to GEO Marketing blog:
“At Tuesday night’s Yext Location Lounge (full disclosure: Yext is GeoMarketing’s parent company. More details on that relationship here) marketing professionals from AMP Agency, iPullRank, Scorpion, and Yodle broke down the impact of growth in “near me” location searches — a 146 percent YOY increase — and why 76 percent of them result in a visit to a business within a day.“
What does it mean?
The market of the geo lacolization is growing fast. People prefer to check out places before by online search rather than explore them in person for the first time. The geo-marketing world is in explosion. Pokemon Go with is rapid growth has confirmed that people love discover. The gaming app counts 20 million of active users, thanks to the geo-gaming reality is surprisingly engaging.
How does the mobile search and recommendation app fit into the marketing Snapchat plan? How Snapchat can use this application to boost again the amount of users on its platform ?
The Vurbs’ acquisition is aiming to innovate the platform features and at the same time monetize it a new aspect. The discover section of Snapchat will play a key role in this strategy. We have to consider two features already present on its platforms in order to understand the reason for the acquisition : live section and brand section.
In my opinion Snapchat has analyzed its users behaviour and interaction with above mentioned sections. Thanks to Vurb would be able to translate the users relation with brand and the engagement of live event into a new one stop shop feature. Snapchat is aiming to become a shop window online promoting businesses through the geo-lacalitation service.Snapchat will help brands to get DISCOVERED by its platform, and will advice users to make their purchase online.
Businesses will pay for advertising on Snapchat and at the same time will grow their revenue by the visibility gained .
This is a significant turning point for Snapchat. Moving from a social app to a geo-social networking app will certainly be a huge step forward.