In the never-ending debate over Snapchat vs. Instagram Stories, there’s one camp that has staked its claim squarely in the stories department: Alcohol brands. Data shows that most brands are skeptical of investing time or money in Snapchat because of the inability to verify a user’s age. Not only could this have legal ramifications, but it also leads to ineffective marketing.
As of 2013 new Snapchat members are required to divulge their age, which allows brands to appropriately filter their audience. However, geofilters can be passed along to underage friends, which can cause a conservative legal team to take pause. Felix Palau, director of global marketing at Heineken adds, “we haven’t found a way to reach age-appropriate consumers on Snapchat”.
Furthermore, naysayers are shunning the platform because it doesn’t translate to success stories. For each activation, brands have to build in age vetting layers at multiple entry points, which proves time consuming. And with Snapchat’s reputation for skewing young, it simply isn’t worth the advertising budget.
Until the demographic changes, alcohol brands are heading to Facebook live or Instagram Stories to get in on the video action.