COM0011 – Can Snapchat Become a Primary Social Media Tool for Small Business Marketing?

snapchat-logo

By: Kamal Hylton

When it comes to how useful a social media platform is to the business world, I zero in on how effective it is at interacting with an audience, sharing ideas and/or getting a message across.

During the current era of social media boom, the impact of tools like Twitter, Facebook, Instagram and LinkedIn on big business have made a clear impression. However it has made an even bigger mark on small businesses, startup companies and given local entrepreneurs marketing power and global reach like never before. Twitter have allowed owner/customer relations to blossom and build productive long-term relationships through short and simple messages, Facebook has enabled startups to unleash detailed marketing campaigns that are professional quality at little to no cost, Instagram is tailor-made for video or image marketing equal to any big advertising firm and LinkedIn has done away with the old rolodex in its ability to keep up with contacts and find like-minded professionals.

That said, one social media platform I personally can’t wrap my head around as a “go to” tool for small businesses social media marketing is Snapchat – the video messaging app that allows viewers to see short videos up to 10 seconds in length before being deleted permanently.

Being a writer/social media marketer on behalf of a media company, part of my job is to help startups acquire and sustain an online following. Typically these are companies with little to no advertising budgets or are in fields like healthcare, data security and employment services that although important aren’t exactly sexy or exude excitement like the music or art industries nor do they have the ability to get a big star like Justin Bieber or Drake to do a social media takeover of their brand. When it comes to Snapchat, I’ve found it hard even suggest as a primary tool to our clients simply due to its premise and main selling points not making sense for them. There are some good selling points to Snapchat that I’d love to use for specific projects like the “Discover” feature, giving companies a 24 hour channel of videos and short articles. The easy way Sanpchat can be used to promote specific events is also a plus, its immediacy perfect for pop up giveaways or the creation of citywide treasure hunts all in the name of publicity.

The issues I’m presented with in regard to Snapchat could come down to demographic  or nature, with more than half of Snapchat users under the age of 25 and companies I tend to work with not catering to the flashy nature of the app. It could also be as simple as Snapchat still being a new tool that hasn’t reached its full potential enough to make it a primary social media pillar like the others mentioned. Whatever the case, right now I can’t recommend Snapchat for a company right out of the gate in the same vein as Twitter, Facebook, Instagram and LinkedIn.

I’d love to hear from you (especially if you are a regular Snapchat user). What makes Snapchat appeal to you? How could a small business make best use of Snapchat? How do you see Snapchat evolving in the future?

Reference Material:

Snapchat for Beginners: 6 Ways To Use It For Business –  http://bit.ly/1TOdR8F

Making Sense of Snapchat for your Small Businesshttp://bit.ly/1TqZ31q

Guide to How Snapchat is being used todayhttp://read.bi/1UjutWv

2 thoughts on “COM0011 – Can Snapchat Become a Primary Social Media Tool for Small Business Marketing?

  1. I really appreciate this. I was looking at snapchat, but alas have not had the time to fully explore. Am I planning on using it? Unlikely, but I would like to be able to exclude a platform by choice versus by my non understanding how it works!

  2. I agree with you, I find it hard to see how small businesses could grow using Snapchat. My grandfather made his own little business or rather website about people moving to Ottawa from Ireland and their family history, and he asked me about different ways that he could promote his page. I reccomended Facebook for obvious reasons, he could share his page with the friends he already had and post his page on to other groups, also it is pretty easy to use. I told him about other sites such as Instagram and he asked about Snapchat and I told him i didnt see much of a point seeing as how you need to add people manually then they have to accept the request and also the age group he has visiting his page don’t know what it even is. Snapchat would be more beneficial to businesses that are already very well known and popular such as starbucks.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.