Snapchat: fun beats disruption every time

Caroline Parry

Brands seeking to make an impact on Snapchat must create fun, natural and relevant content rather than relying on disruptive campaigns, and only those advertisers that actually spend time using the messaging app will understand how to achieve that.

Speaking at Advertising Week Europe, an event held in London in April 2016, Nick Bell, vice president of content at Snapchat, explained: "If you are having a conversation with your friend the last thing you want is some guy in a sandwich board pushing into the middle of group and shouting about a product he is trying to sell.

"That is really disruptive and doesn't seem to make a huge amount of sense. So, we are just thinking about where the natural elements are in the product for advertising and how we can work with brands to maximise that."