What Snapchat’s Stories Mean to Millennials and Travel Brands

In the last year, Snapchat visibly increased the relevancy of its platform with travel-inducing content shot by its Millennial-rich audience, and travel brands should be there to meet them. With 100 million daily active users on the platform, of which 65% of its audience uploading at least one snap a day, Snapchat is continuously deepening its position in the mobile-first, visual-based community. In June 2015, Snapchat joined forces with advertising and public relations agency WPP and Daily Mail (the UK publisher often accused of stealing photographers' work), to form a content marketing venture called Truffle Pig, which has no relation to the bespoke travel specialists Trufflepig. Their collective goal is to, "...inspire brand engagement, loyalty and sales," said Sir Martin Sorrell, founder and CEO of WPP. The high volume of user-generated content on Snapchat has created a rich content pool for Truffle Pig to learn from, as well as a great place to place ad