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Es ist kein Geheimnis, dass soziale Medien die wichtigste Plattform sind, um die neueste Musik zu vermarkten. Aber während Plattformen wie YouTube, Facebook und Spotify die üblichen Apps für die neueste heiße Single sind, verfolgt eine Plattform einen anderen Ansatz: Snapchat. Musiker vermarkten ihre Musik mit einem neuen Ansatz, der andere Social-Media-Plattformen herausfordert. Plötzlich beweist Snapchat, dass es mehr als nur eine einfache Videonachrichten-App ist. Stattdessen ist es eine Plattform, auf der neue Musik weiterhin gedeihen kann.
Wie genau funktioniert also Snapchat-Marketing? Zunächst einmal ein paar Informationen darüber, was Snapchat ist. Snapchat wurde 2011 von Studenten der Stanford University gegründet und war das erste Unternehmen seiner Art. Keine andere Plattform verfügte über Inhalte, die innerhalb von 24 Stunden nach dem Posten verschwinden konnten. Dieses Unterscheidungsmerkmal machte die App wertvoller und einzigartiger im Vergleich zu anderen Anwendungen. Während Apps wie Twitter, Facebook und Instagram – bei denen Videos unbegrenzt online bleiben – zu erheblichen Problemen mit der Piraterie führten, konnte Snapchat die Piraterie für Künstler lindern.
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