With its most recent slogan, “Less social media, More Snapchat,” Snapchat is differentiating itself from other social media sites by posing as a remedy for their shortcomings.
The ad emphasizes how conventional social media encourages a mindset that looks for approval via likes and carefully chosen photos, which frequently leads to online negativity. The primary theme emphasizes how social media divides society.
Snapchat distinguishes itself as a distinct player in the social media space by prioritizing real connections and pleasurable experiences over the chase of likes and negative comments from users.
The advertising highlights that messaging friends is its main purpose instead of looking via a public feed. The campaign made its premiere during the 66th Annual Grammy Awards in the United States, as reported by MediaWeek.
In the US, large cities including New York, Los Angeles, Atlanta, Denver, Dallas, Philadelphia, Nashville, St. Louis, and Chicago were the deliberate locations for out-of-home advertising.
Furthermore, the messaging app’s eye-catching and colorful “Less Social Media. More Snapchat.” artwork is being displayed on taxi cabs throughout the United Kingdom, according to reports.
AdAge claimed that Arts Academy brought the campaign to life after it was organically developed. Tommy Harden, a well-known figure in American folk and blues music, took up the director and editor responsibilities for the undertaking.
Snap Inc.’s APAC President, Ajit Mohan, posted the campaign and a caption on LinkedIn and said, “From its very beginning, Snapchat was designed to be different from social media. It has always been a fun, joyful and private way to connect with the people you love most. It was built for real relationships.”
The goal of the yellow app is to distance itself from the negative press that comes with social media sites.
Instagram is the most popular app to be deleted in 2023, according to a TRG Data Centers analysis. Every month, over a million people worldwide search for a way to get rid of Instagram.
With over 130,000 searches per month, Snapchat is another platform that is included in the list of platforms that are looked up and removed. On the other hand, Tencent, the largest Chinese tech company, owns WeChat, which had the fewest monthly deletion searches.
Snapchat says, “We’ve never had social validation metrics when you share your story with your friends. We made deliberate design choices to help prevent the spread of misinformation or harmful content – including moderating content before it can reach a large audience and we don’t have live streaming.”
They also added, “We’re the place where more than 75% of 13 to 34-year-olds in over 20 countries (including Australia) go every day to communicate directly with their close friends. We’re not social media, we’re Snapchat.”
On February 1, 2024, in the middle of a heated Senate hearing, Meta’s CEO, Mark Zuckerberg, apologized to the families whose children had been sexually abused online.
