# Is Snapchat a Dead Platform?

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=roPGoGmPYKg
- **Дата:** 07.12.2020
- **Длительность:** 15:37
- **Просмотры:** 32,632
- **Источник:** https://ekstraktznaniy.ru/video/17621

## Описание

On this episode of "Monday Marketing Takes", Gary sits down with the Snap CMO, Kenny Mitchell to talk about the current state of Snapchat. Kenny shares some surprising data around the platform and how Snapchat is much bigger than people realize and how Snapchat being a “private platform” people do not see the full size of the userbase like other “feed-based platforms”. Thry also talk about how the platform is evolving to keep up with its competitors and more! Maybe it's time for you to start taking your Snapchat game seriously! If you enjoy the video, be sure to hit the like button and subscribe for more content like this every week... Enjoy!
—
Text me here https://garyvee.com/Community-yt
—
Your comments are my oxygen, please take a second and say ‘Hi’ in the comments and let me and my team know what you thought of the video … p.s. It would mean the world to me if you hit the subscribe button ;)  
—
My DTC winery, Empathy Wines: https://garyvee.com/EmpathyWinesYT
My K-Swiss sneaker: h

## Транскрипт

### Intro []

99 of the world doesn't know who the cmo of anything is and i want people to get to know more of the people that i admire whether i know them well or i don't know them at all you got your perspective i just want to be happy don't you kenny mitchell joins us as chief marketing officer for snap he's their first ever chief marketing officer and he oversees everything from consumer and product um to all the marketing programs thanks so much for joining us kenny thanks for having me how can i be bad

### Kenny Smith [0:38]

and clean up when a-rod was on the count like i don't even understand this because kenny you led the nation everybody who's watching this is real this man this handsome man who's lost like 10 pounds visually i'm impressed i need to talk to you about that you look in shape during this time i'm impressed you've lost some weight i can tell this man led the nation and assists the ncaa this is this man led the nation in assists this is a talented multi-dimensionally talented man and that's why you get to do cleanup because you also are a world-class athlete and had your moment to shine tell them tell the details kenny don't be humble and then i'll do the full intro so i love your diversity of going from mlb hall of famer to an ivy league uh you know point guard but uh yeah my senior year in college um i had the distinction of leading the nation in assistance uaa and assists and i love shout out to your school big shout out to dartmouth hey big green um i love to tell the story that same year um the person who led the nation in scoring was um none other than tim duncan who went on to play 19 years in the nba make 200 and some odd million dollars five championships and i became a marketer so we're like essentially the single at this yeah penny what

### Marketing for the Now [2:04]

is your uh twitter handle for everybody because the quotes and the screenshots have been crazy the hashtag is marketing for the now at k mitch i hate an early enough adopter to actually have my nickname k mitch kenny uh give everybody one minute on the incredible hall of fame marketing career at gatorade at mcdonald's now snap and anything else i missed yeah so i've uh spent the preponderance in my career actually at pepsico i was leading uh marketing or a variety of marketing roles at gatorade most notably um where i got the the the humbling experience of leading an iconic brand and working with some of the best athletes of the world best properties of the world some of the sharpest marketing minds of the world um spent a little bit of my career as well at mcdonald's um spent some time actually at nasa literally a cup of coffee and

### The Opportunity at Snapchat [3:00]

on the record shout out to mcdonald's i like their coffee not too long because then you had a big opportunity yeah um and um you know i got a big opportunity here at snap um it's a platform um that i've been a believer in as an advertiser um since the very beginning um and it started uh during my time at gatorade gator is such a consumer driven company that it was not uncommon for us to be spending time directly with our consumer which are competitive athletes and they were telling us back in 2011 and 2012 like this snap this is where it's at this is how i communicate with my friends we actually would get questions from uh gatorade's version of influencers which are like athletic trainers nutritionists dietitians and they're like is this just for sending nudes like what's this thing about so our team had to kind of do a deep dive to just learn about the platform and really believed in this notion of this generation um kind of transforming the way that they communicate and communicating visually as being like the primary format of doing that whether it be sending photos or sending videos and it's just like an incredibly sticky use case and doing it um with your friends um was something that we just thought was like super compelling so the moment snap started uh allowing advertising i think it was 2015 we were you know one of probably the first five or ten to market um and really learned the platform incredibly well um saw a tremendous amount of value in the creativity of that the ad products um the reach of the consumer they were a pain in the ass to work with to be honest um especially we're so young yeah so young exactly about these big companies i mean this is what's

### What Marketers Dont Know About Snapchat [4:47]

happening with tick tock and so it's going to happen the next four like when you're so young right you're trying to figure things out so we were okay i apologize for interrupting but i'm just like too anxious for this question because i'm real curious actually don't know the answer to this what's the biggest thing that marketers and the consumer world doesn't know about snap i'd say the one insight that you would find really interesting that's probably not well known is that the scale of the platform one example of that is that in the us snap has more a larger community of 25 plus people than twitter has in all of the us say one more time for people here say it the people in the back because snap is known as a platform for for younger folks we have more people in the us 25 plus than twitter has in all of the us all ages so and what is that grounded in

### Is Snapchat Grounded in Downloads [5:48]

downloads us active that's not that's doubt that's grounded in daily active users versus twitter's version of the monetizable daily active user so it's it's an apple comparison so the scale is actually tremendous and part of the reason for that is that um it's a private platform snap is a closed platform so um understanding the user experience only happens when you're actually using the platform which is not true for twitter not true for instagram not true for facebook they're all which changes the

### Snapchat Originals [6:25]

viral loop which makes it deeper but maybe not as wide potentially but to your point wider than most think wider than many think it it always snapchat originals talk to me about that oh snapchat originals amazing so it is essentially you know us working directly with um talent with production companies um and and basically building out um original programming um and uh one of my favorites uh that we recently did um was with the will smith and his production company uh the westbrook production group uh basically thinking about what's happening right now um will wanted to find a way to kind of like inspire and uplift people so he created this program will from home uh where he was literally at home um and uh and kind of connecting with his friends former castmates other talent just kind of like telling the story of what it's like to be at home right now reminiscing on different uh you know uh activities that they've done together it uh performed incredibly well for us to reach like 35 million people um over the course of the program um and will um himself like he he's done an incredible job in his production company of understanding how to build for mobile um he's a communication beast and communication beasts win on all platforms absolutely in the story absolutely so you know we have um across originals them that are created um not just in the us we have originals in uh europe originals in asia um and we the scale of it is actually really phenomenal we have somewhere between 50 or 60 different shows that um reach 10 million uh community members um during a given season which is which is pretty darn uh miraculous what's been the difference between

### Marketing a Platform [8:17]

marketing a platform because your job is to market the platform versus marketing a beverage or a qsr like what's been the biggest shift because that is a shift it is i'll tell you that the places where i think it's been really fascinating um one is um having been an advertiser and now having accountability both for the consumer side as well as the advertiser side i know the sales pitches that have come in when i've been on the other side of the table and also what that means in terms of whether the gaps may be in terms of the way that that snap has told its story um so that that's been i've um i think benefited from having that perspective in that point of view but that's also been wildly different i've never had as many stakeholders to think about is you're building out messaging one from a consumer perspective one from an advertiser perspective another from an agency perspective uh maybe some from a dr um advertiser so it's it the the stakeholders um in trying to find messaging that is um that that's addressing the variety of their needs has been pretty different what uh what's on

### Priorities [9:29]

your mind through this thing what what's like what is a top priority for kenny and snap during this 6 7 8 12 18 week period like what's kind of when i say what's on your mind and putting on your professional app what kind of comes to the top you know um the thing that's been the biggest priority for us has been kind of embracing the responsibility that we have um to support our community a communication highway yeah it's important it's a responsibility well also with uh the snapchat generation right so they're they're younger folks right so think of uh think of younger millennials that's kind of like the bread and butter of who makes our community and making sure that we are um providing them the education providing them the inspiration providing them the engagement it actually as a leadership team and as a company we've actually felt a tremendous responsibility um to help ensure that we're providing the right tools the right um education the right in information um to make sure that our community is well supported during such like a tricky time is it if it's a platform that's actually built for communication for those that are closest to you like god damn it could be a more important time to be communicating with those closest to you than right now so that's been a big focus of ours candy what was the biggest uh exciting thing in your career from uh star struck because i think about gatorade i just this is now i'm just being selfish now listen i've been going hard here for two hours so i'm just going selfish now like what was the most like i cannot believe i'm hanging out with d wade would be the one i'm guessing but there there's some other crazy stuff snapped now too mcdonald you've been in some places my man so i'm trying to think about like just on some honest [ __ ] on some honest human [ __ ] because one of the fun things about marketing for the now for me is we want the world to you know i'm a marketer that real people know and the lineup that we're putting over the next six weeks is really i want the world to know marketers we have an inner industry that knows who these people 99 of the world doesn't know who the cmo of anything is and i want people to get to know more of the people that i admire whether i know them well or i don't know them at all on this marketing you know now program so i'm trying to go into kenny the human for all the people that are following you now that are going to build a real relationship with you give me a true human story where were you like ho like calling your like moms or like a girl or like you know like your buddy like you will not believe the commercial i'm doing them like give me the true thing probably when you met garyvee i get that but besides that by the way for the record when he met garyvee he was like who the [ __ ] is this dude so first of all i have actually hung out with you in public and have watched scores of people request a photo or so like you know don't don't uh change it don't suggest that where that you got you're something other than a celebrity yourself but um you know i have i've really been fortunate um i've had a chance to work with the likes of michael jordan or serena williams or peyton manning or usain bolt um but i tell you one of my absolute favorites is um dwayne dwyane wade he's uh just a great human being he has a great team around him and i've actually had the the privilege of traveling with him for some international programs that we've done um on the gatorade business um and one that was like incredibly eye-opening is um actually both of them had this um dynamic to it but we went to china and then we went to australia um over the course of about a year and a half and when we went to china and we landed there were a thousand people at the airport waiting um and um i've actually it felt like the beatles were kind of coming to town and i personally had never seen anything like that so like to kind of be wading through the exit of the airport and seeing all of the love and adoration and folks crying like it just it was really insane um and then we went to australia this was it was during the nba lockout so i think it was like 2011 i think was the year and um i remember him we were doing like this appearance and some dinners and a few other things and this cat tweets out like hey i'm gonna be at this place doing this thing he tweets it out maybe like a half hour or an hour before the actual appearance happens and i swear to god there's like 5 000 people outside it's amazing it was insane so we you know we he do we do the appearance and the media stuff inside he walks outside and it's just it looks like lollapalooza um and it was pretty remarkable kenny you're one of my favorites keep up the good work i really appreciate you thanks for being a part of this we're gonna definitely ask you to be back on well thank you so much for having me brother love you bro talk to you soon okay take care bye-bye youtube watcher what's up it's garyvee first of all thank you so much i hope you're doing super well during these times i also want to ask you please subscribe because my commitment and exploration of youtube is about to explode stories polls more content more engagement more surprise and delight this is the time to subscribe i hope you consider it and i hope i see you soon