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Oh, Snap! App Changes March Madness Strategy

While it’s no secret that Facebook and Twitter dominate live sports-related chatter on social media, this year’s underdog, Snapchat, made a bold play for an upset during the NCAA’s March Madness.

The Our Stories feature provides a community perspective about a single event. Snapchat splices together crowdsourced “snaps” — user pictures and short video messages tagged with the location or name of the event — to create a multimedia story that is pushed to all Snapchat members.

This article examines how Snapchat is emerging as an effective social media platform for sports advertising as it looks to sell brand sponsorships for these stories and split ad revenue among the sports leagues and broadcasters in subsequent deals.