Marketing methods through "Snapchat" application in Egypt: A pilot study

This study aims to reveal the nature of the Snapchat application as a modern marketing method in Egypt, by referring to the different methods, characteristics and tools provided by the application, and to identify the uses of the application for a sample of young people, and to reveal their opinions and attitudes towards it as a marketing method at the present time and in the future. The researcher used several tools, which are in-depth interviews with a number of experts and specialists in the field of digital marketing, and some digital marketing agencies, which were conducted by phone. She also used personal observation, and the researcher relied on it while using the application, by exploring the Snapchat community for an in-depth understanding of its nature as a special image-based platform. The results of the in-depth interviews revealed the existence of different trends towards Snapchat as a marketing method in Egyptm,  also, there is a diversity in the brands that have been announced on Snapchat in the recent period, with the emergence of many ads for entertainment websites and applications such as: (games - your luck today - songs - video presentation - cartoon - dating applications), and it is worth noting that the above were appearing at different periods and at different times, some of them were continuously and renewed within the framework of an advertising campaign, such as: the application of Wavo, Otlob, Careem, and some others appeared in periods and disappeared afterwards, and It was also noted that it was possible to communicate with the advertiser in some ads by contacting directly, whether through a phone call or via a message, and it became clear that there were some advertisements for companies or centers that many users may not know, this increases the likelihood that these companies and centers will develop user awareness of them and define what they offer.