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WHY Report

December 13, 2016

Snapchat Adds 4 New Features, Including Much-Requested Group Chat

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Snapchat today revealed four new features for its app, as it pushes forward to become as popular as possible in the face of increasing competition for the attention of consumers and marketers. It's the company's latest product-related move in what's becoming an arms race in terms of which app has the best features, including other prominent players such as Instagram, Facebook, Twitter, Periscope and others. 

Ready, snap, chat.

December 7, 2016

How Birchbox is Using Snapchat to Drive Sales

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Snapchat might be a hard nut to crack for many brand marketers because of its lack of metrics. But Birchbox knows how to turn its Snapchat followers into buying consumers through a simple trick: Vanity URLs. Over the Black Friday and Cyber Monday weekend, Birchbox created a simple URL — birch.ly/Steals — exclusively for Snapchat to showcase its special holiday deals like Kiehl’s skincare set. The company saw more traffic to its site from this hack than organic Facebook posts.

Short, simple, snap.

December 2, 2016

Snapchat Discover Publishers See Viewership Drop By a Third After Platform Tweaks

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For Snapchat Discover media publishers, the platform giveth and the platform taketh away. Shortly after Snapchat tweaked its Stories page to move Snapchat Discover content closer to the bottom of the page — below stories posted by your friends — multiple Discover publishers saw daily viewership drop. Two Discover publishers said they noticed about a 33 percent drop in daily viewers after the change.

Starting from the bottom.

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