One of the advantages and downfalls of social media is that it is constantly on a 24-hour news cycle; never sleeping and always looking. Hence, it’s safe to say that social media has taken over (majority) of consumers’ life.
Social media for businesses aim is to promote brand awareness and increase their visibility by endearing them to the public, however that may not always be the case. In a few instances: bad jokes, stereotypical slogans, silly scheduling and downright incompetence could leave companies being laughed at or scrambling for apologises and anything in between.
But social media is powerful enough for a wrong mistake, a single error for consumers to disregard your brand and ultimately result in a decrease in profitability. By ignoring negative feedback, or by not treating your followers with respect – then the backlash against your brand could potentially be detrimental. For Snapchat, this was definitely the case.
Here are some of Snapchat’s social media fails that deserves the biggest face-palms, but provides us with a valuable lesson in avoiding the same mistakes:
Snapchat is one of the biggest social media platforms out there, generating over 300 million active users monthly and around 188 million daily active Snapchat users. Now, over the past year – Snapchat has been exposed to a lot of backlash and criticism, being a laughing stock.
Back in July 2018, Snapchat experienced a technological malfunction as the app kept crashing. They tweeted that they were “looking into it and working on a fix!” However, they had an automatized response and didn’t anticipate the onslaught of tweets of some very (unhappy) users. Others decided to join in on the fun as Snapchat’s automatization started to treat their consumers like numbers.
However, that incident was almost nothing compared to Snapchat’s ad that asked users: Would they rather slap Rihanna or punch Chris Brown. Rihanna responded to the ad, which resulted in the “company subsequently losing $800 million from its share price.” Amazing how ONE error could result in the major company decreasing almost 4% in share value.
Continuing on that note, the self-made billionaire Kylie Jenner asking the internet: “anyone else not open Snapchat anymore?” that “estimated to cost Snapchat a staggering $1.3 billion to other celebrities dropping off the popular social network.”
As far as fails go, Snapchat has suffered enough and learned from them. To avoid mistakes like this, it is essential that businesses constantly review their content by several people and steer clear from immensely sensitive or controversial topics. Your business should always be respectful, potential client or not and not be offensive at all costs.