Are you thinking of adding Snapchat to your social media marketing mix? We've put together 6 essential tips for getting the most from the platform by engaging with the right customers in the most authentic way.
Fun and irreverent, Snapchat is a platform for real connection, not mass marketing. So far in 2019, the social photo sharing app has maintained an average of 210 million monthly active users worldwide, with its largest audience being the United States. In June alone, Snapchat was downloaded on over 32 million devices worldwide across iOS and Android.
Aside from boasting stats that’ll cause any marketer to salivate, the company’s latest earnings release bragged that the platform reaches 75% of all 13 to 34 year olds — more than Instagram. A recent survey conducted by Business Insider also found that young adults are increasingly gravitating toward the platform.
Ephemeral messaging has skyrocketed in popularity following Snapchat's arrival to the social media scene in 2011. Since then, Facebook, Instagram and WhatsApp have launched their own versions of 'Stories' - Snapchat’s signature feature. The beauty of disappearing stories is the ability to share as much as content as you like throughout the day without clogging your followers' feeds.
In this post, we highlight six tips for businesses (particularly those selling to the Generation Z age group) to use this dynamic platform to connect with their audience and enhance brand awareness.
1: Keep it Real
"Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating with the full range of human emotion -- not just what appears to be pretty or perfect.”
Evan Spiegel, Snapchat CEO and Co-Founder, wrote the above in the company’s first blog post back in 2012.
Compared to other platforms such as Facebook and Instagram, Snapchat users face virtually zero pressure to post content that is crisp and perfectly edited. It is this ability to share video and photo quickly and spontaneously that makes Snapchat an ideal platform for real-time social media marketing.
Offering a raw and informal glimpse into your business will help humanise your brand to existing customers and make them feel included. When launching a new product or service, you may also leverage Snapchat and spread excitement by dropping hints, demos, and teasers that will make followers feel like they are getting an exclusive peek at what’s to come.
2. Find your brand’s creative edge
Customers love to see the personality of a brand, and what better way to show it than through personalised videos and images that they will not receive on other digital platforms. Snapchat offers plenty of customisation and editing features to keep content interesting. We recommend using these features fearlessly to share selfies, funny photos, and any entertaining moments that occur throughout your day.
‘Behind the scenes’ content often proves compelling because it goes beyond the surface, scratches a knowledge itch and ultimately makes the audience feel distinguished. However, since snapchats last only 24 hours, do make sure to post your snaps at an optimal time.
3: Share Exclusive Promo Codes
While most of your content should be focused on building a connection with your audience, it may be worth occasionally incentivising customers to spend by sharing discount codes exclusively for Snapchat followers. You could, for example, offer promo codes or discounts to the fans who watch your entire Snapchat story, or ask them to take a snap while holding your product.
4. Do a Snapchat Takeover
A Snapchat Takeover is when a Snapchat user takes over someone else’s account. Often, businesses invite micro-influencers in their niche to take over their Snapchat account for the day. Takeovers are a form of endorsement and social proof with the idea being to cross-pollinate audiences. In other words, the partnership helps to validate a brand as trustworthy and interesting.
Alternatively, team members within the business can take turns running the account to keep things fresh and interesting.
5. Provide Value
If your account is not providing entertainment, your audience is expecting your posts to provide engaging, compelling and meaningful information. Snapchat accounts that provide information and entertainment consistently see their audiences come back, circulate their content and grow.
We often find that the most valued Snapchat Stories are just that; stories. Take advantage of this platform to piece together an experience with a beginning, middle, and end. Remember, Snapchat is all about connecting in real-time, so focus on creating authentic, transparent, and personal content - and don’t be afraid to get personal.
6. Promote your Snapcode on other channels
The number of followers you have on social media may be a key indicator of success on many social media channels, but not on Snapchat! Snapchat is the new age of advertising, focusing not on the number of followers but the level of engagement. It differs from other social media platforms in that users are unlikely to stumble across your account in the app unless they know your specific username.
When you first launch your Snapchat account, consider using your Snapcode as your profile picture on other social media channels, like Facebook and Twitter, to draw attention to your Snapchat presence.
In recent years, Snapchat has proven that a simple snippet of daily life can be incredibly effective in promoting a brand. Embracing transparency may take a little getting used to but with some practice, you too can use Snapchat to drive more attention and action from your customers.