Millenial Horror Story: Snapchat Introduces 'Non-Creepy' Ads
Is it intentionally ironic that the first in Snapchat's series of "non-creepy" advertisements is for a horror movie? Is that what the kids love these days, a heaping helping of irony?
Just about a week after reassuring users in a blog post that their adverts wouldn't be "creepy and targeted," an ad for upcoming horror movie Ouija appeared in users Stories (timed snaps available for re-viewing). The ad, which ran over the weekend, might not have been targeted—but it was certainly creepy.
The blog post is worth a read, partly for the teen-talk way that it plays the damage control, but also for its overall insight into the generational shift in attitude towards advertising writ-large.
One of my favorite lines is where the writer of the post reiterates that the ads will be unobtrusive: "... you can choose if you want to watch it. No biggie."
It's definitely important for brands who primarily work with millennial or younger generations to be culturally relevant and not too corporate in their tone, but there's also something to be said for not being too informal. "No biggie," really smacks of something hollow, as though Snapchat is trying a little too hard to connect to its audience.
The jury is still out on Snapchat's new attempt at monetizing the platform. It doesn't look as though they'll go back on it—after all, in this same blog post they say they're incorporating the ads because, "We need to make money." That kind of honesty about the industry is refreshing, even when their youngster-speak shtick isn't.