With so many digital media, is Snapchat worth investing in overseas brands?

For Chinese brands that want to go overseas, social platforms definitely have a place in the overall investment in digital media. In the layout of the overall marketing strategy, social platforms such as Snapchat can be considered as part of the brand’s unique overseas audience groups and categories to connect AR technology experience with e-commerce business to facilitate possible business results and Take advantage of the platform’s “creator economy.” In order to make better use of the "creator economy" of the platform, the effective interaction between brands and creators is also crucial. In this process, it is necessary to ensure that creators can profit from content and respect each other's value exchange.

This article is part of Spotlight China's latest series focusing on Chinese brands going overseas. Click to go to the topic page to read more about it.

Snapchat, famous for its "burn after reading" function, is a social platform with 363 million daily active users1,and its year-on-year growth rate has remained at 20% and above2 in the past fiveyears. Snapchat mainly covers markets such as the United States, Europe, the Middle East, and India in Asia3.Its mainstream audience is millennials and Generation Z, who chat, play with filters, and watch content on the...

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