For several years, the biggest advantage Instagram has had over Snapchat is discovery. Unless you know someone’s Snapchat username or their phone number, there is no way to find their stories on Snapchat. That all changed on Friday when Snapchat stared to roll out the Snapchat Story Search feature. In our opinion, this is going to be a game changer.
Now, users can use the search bar to find people that have posted stories on “UNC basketball” or “Sigma Nu party” and they can find those that have posted public stories. It is important to note that any user that does not have their stories set to public will not relinquish the access to their private stories. Those that are set to public will get many more views, especially if their stories are interesting.
Tonight, the 2017 NCAA basketball championship is going to be played between the UNC Tar Heels and the Gonzaga Bulldogs. Franklin Street businesses are expected about 80,000 to 100,000 people in the area. Most of these viewers have Snapchat and will be posting to stories. When looking for places to go, UNC fans can search “Franklin Street viewing party” or simply “Franklin Street” to see where the best viewing parties are located.
This is huge for businesses and even bigger for Snapchat. Much like Google, Snapchat has no interest in places advertisements within the search bar at the beginning of the journey. Once more people start to search via Snapchat, it makes sense for businesses to pay for this real estate on a smartphone.
From our understanding, Snapchat is going to use machine learning and the captions within stories to generate the search results. For the first few months, the search results are sure to be spotty and sometimes poor. That said, with machine learning and algorithms, the search will get better with each subsequent search.
In the next few years, look for millennials to decide on their evening entertainment by searching on Snapchat. In fact, it will likely be the case that anyone under the age of 25 will find all their viewing entertainment on Snapchat through search. Trust me when we tell you, millennials are addicted to this app as they use it every single hour of the day.
Once businesses realize their stories are being found via search, the floodgates are open. Obviously, the businesses and accounts that have the best stories will end up being the most successful, but it is still very early and any story mentioning “Raleigh bar” will likely get many viewers. Take advantage of this now. If you are interested in marketing your business on Snapchat email us today at email@example.com and we will discuss ways in which you can get more customers, patients or clients via Snapchat.