The Rise of Lapse: Navigating the New Social Media Landscape for Brand Marketing
A new player has emerged in the social media space: Lapse. This platform is rapidly gaining traction among users, particularly those who crave a fresh, more dynamic way of online interaction. But what does Lapse mean for brands? Can it be the next big platform for digital marketing? Let's dive in.
Understanding Lapse: A Brief Overview
Inspired by disposable cameras, Lapse lets you take photos in the app, but then “develops” them over a period of time so you can’t actually see them until later. And when they do appear, there is a vintage/retro look to the photos. When your photos are ready, you can then decide if you want to share them to your feed or archive them to your private journal.
Lapse also has more of a small community feel (we’ve discussed this trend before), with a “friends not followers” philosophy. This is an app that has stripped away all those features that make a social app marketer-friendly, so no preparing beautifully designed graphics and pre-scheduling content. And no buying ads, either. Much like BeReal (the app that became popular a couple of years ago), Lapse is being touted as the anti-Instagram, focusing instead on real, unedited everyday life.
How Brands Can Leverage Lapse
Make a Splash: Since the platform is not being heavily used by brands yet, just being there can be attention-getting for brands that post regularly.
Influencer Collaborations: Partnering with popular Lapse creators can help brands reach wider audiences. These influencers understand the platform's nuances and can create content that resonates with their followers.
Timely Content: Lapse's focus on real-time engagement means brands need to be agile, creating content that taps into current trends and conversations.
Exclusive Offers and Launches: Brands can use Lapse to offer exclusive content or early access to new products, creating a sense of urgency and exclusivity.
Community Building: Brands can use Lapse to build a community by engaging users in conversations, polls, and challenges related to their products or industry.
While Lapse offers new opportunities, it is still new, so there is risk to be an early presence as a brand — there are no case studies to emulate. There's also the challenge of creating content that feels authentic and not overly promotional, as Lapse users tend to favor genuine interactions over traditional ads.
Lapse is a promising new arena for brand marketing, especially for those targeting younger audiences. Its unique features offer creative ways for brands to engage with users and build a community. However, success on Lapse requires agility, a deep understanding of its user base, and a willingness to experiment with new types of content. As with any social media platform, the key is to stay adaptable and in tune with the platform's evolving nature. If you’d like to talk more about how to use Lapse for your brand, let’s chat!
