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The White House’s Major Key to Success

Posted on March 11, 2016, at 2:45 p.m.
by Morgan Martin.

So what does our 44th president have in common with the somewhat out-of-date rapper DJ Khaled?

One word: Snapchat.

Photo courtesy of
Photo courtesy of

Snapchat has evolved significantly since 2011. It has grown from a simple photo messaging app to a company valued at $16 billion.

Snapchat is essential for brands because it is among the most popular apps for millennials. The app is instantaneous; it doesn’t serve as an archive like other top social media outlets, Twitter and Facebook.

Snapchat yields several opportunities to connect brands with their clients, fans and other key publics.

Starting in January 2015, individuals were even able to use the app as a news source, thanks to the Discover section of Snapchat. Brands such as Buzzfeed, Mashable and ESPN appear on the Discover section daily.

The Live section, first offered to companies in November 2014, connects people who are at the same event or location. Music festivals, sporting events and holidays broadcast via this stream.

President Obama and the White House staff first used Snapchat at the president’s State of the Union address in January 2016.

“Our Official Story will take you behind the scenes of the White House’s State of the Union preparations, with footage and angles you won’t find anywhere else,” Josh Miller, Obama administration director of product management, wrote in the White House blog.

This strategy was a fantastic move by the Obama administration because it gave the public an exclusive view of the president and allowed Snapchat users the ability to follow his day-to-day routine.

We’ve all heard DJ Khaled’s anthem, “All I Do Is Win,” but he hasn’t had a chart topper in years. In December 2015, he took to Snapchat to share some of his unsolicited “keys to success.” From these hilarious Snapchats stemmed a massive following and even a trending topic on Twitter. Find some of his most popular snaps here.

If DJ Khaled can create a social media spectacle through Snapchat, then any brand can.

Snapchat connects individuals worldwide; people follow celebrities, companies and even comedians. Advertising on Snapchat opens endless doors. Even more, inviting individuals to follow your brand gives you the ability to share aspects of your organization that blogs and newsletters simply do not cover.

Snapchat offers an easy, trackable way to see how large of an audience brands are reaching. The impressions come from views, not amount of followers. It is candid content that brands can constantly push out to the public.

From event coverage to mere entertainment, I think we can all agree that Snapchat is, indeed, the key to success. (insert 3 key emojis)

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