Snapchat: who's doing it right?

With the explosion of Snapchat, fashion brands have been using the instant photo-messaging app to expand their digital reach. WGSN contributor Holly Ambrose picks the best..

Facebook and Twitter have been around for a while, but the little sister app making a huge noise in the digital media and fashion space is Snapchat.

While big brands have figured out their Facebook strategy, Snapchat presents new challenges and brands are still confused about how to use Snapchat to their advantage.

However, some brands have got it right, using the app in a fun way that actively engages with its audience.

The ‘Discover’ section of Snapchat, currently has 18 brands, including MTV, Mashable and Cosmopolitan feeding audiences news stories, videos and memes, but there are also several high-fashion names who are using the emergence of the channel brilliantly.

1. Burberry

The most ground-breaking campaign was by Burberry. In October, their Snapchat campaign allowed followers to see a live photo shoot in action with Mario Testino and Christopher Bailey. As with any Snapchat story after 24 hours, the shoot disappeared. This produced a sense of urgency for fashion fanatics to be vigilant to every update; before it vanished. Prior to this, Burberry streamed a preview of every look of their S/S16 campaign live on Snapchat before they hit the catwalk. Another fashion first.

WGSN_burberry_snapchat

2. Michael Kors

Snapchat played a key role in making New York Fashion Week accessible to a mass audience. Michael Kors was one of biggest names to do so; consistently updating followers with backstage goss and catwalk previews. Even the ultimate ‘It Squad’ members Kendall Jenner, Gigi Hadid and Karlie Kloss popped up on the brands feed; extending the appeal to their younger fans.

WGSN_advent_michael_kors

For the rest of Holly's picks, head here.