Do you realize what Facebook and Snapchat just did?

It's Not What You Think It Is...

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There has been a lot of chatter about Snapchat and Facebook these past few days.  Snapchat came out with some crazy new updates, and Facebook announced that they will be releasing a new "dislike" button.  Something many users have been asking for for years.  But there is more than meets the eye when it comes to these two social media platforms.  Allow me to break it down like a fraction...

Let's start with Snapchat.  When Snapchat first arrived, it appeared that only teenage girls and boys were using the platform.  You know why it appeared this way?  Because that's who was using.  All social media platforms always start with the younger generation then works it's way up.  To older individuals, they believed Snapchat was for "sexting" and that there was no value in it for them.  Now what do you see when you open Snapchat?  ESPN, CNN, MTV.  Some of the largest media outlets in the world have run to Snapchat.  Why you ask?  Because that is where the attention is.  Where the attention is, money is sure to follow.  Still think this platform is just for kids?  Let's go a little deeper.  Take notice next time you are in public.  I can guarantee that you are sure to find someone in their 40's utilizing this platform.  Users can range from middle schoolers to the President of your company.  Now about these new updates...

Genius.  Simply genius.  Snapchat continues to find a way to stay relevant.  Just by adding a few off the wall updates, they have increased the usage of this platform and attracted a new user base.  I am almost certain that most of you did not hear about the "rainbow tongue" and "zombie eyes" updates from a website.  You heard about it from a friend.  "Hey did you see what you can do on Snapchat now?!"  What Snapchat is doing is ensuring that they remain relevant.  You better believe that they have not even scratched the surface with this platform.  Soon, more and more individuals will be consuming their news and entertainment directly by Snapchat.  Still think your company's marketing dollars are best served on TV?  I say think again.

Now let's turn our attention to the great Mark Zuck.  Do you really believe that Facebook is putting a dislike button in place so that tweens can bully their classmates online when they post a selfie in the bathroom?  WRONG!  This is a major tool for businesses and brands.  As an entrepreneur, you can't begin to realize how much I crave analytics.  It's what allows me to ensure I am putting the correct content out to potential customers.  ROI is the name of the game.  If I spend time developing a post, video, blog, photo shoot or marketing campaign that does not resinate with my client base, I have wasted both time and money.  Every business is looking for the best way to invest their time.  

The dislike button will provide major feedback.  Is there a commercial or ad that you have seen that you just could not stand?  Is there something you would like to see from that brand?  The dislike button will get the message across.  "Yeah but if I don't like something I can easily comment and let them know how I feel."  Absolutely correct.  But how many of you actually comment on something that you don't like?  My guess is not many.  You don't have the time.  But do you have the time to click one button?  You bet.  This one button is much bigger than the masses realize.  It will change the way companies market and it will change the way that consumers interact with brands.  

So before you jump to conclusions about the next update of your favorite social media platform, stop and think for a minute, is there something bigger that I'm missing?