Our class readings have touched on the ways in which businesses and brands utilise social media platforms to grow their brands as well as suggesting a few trends for 2017. While doing the readings, I noticed the absence of a huge social media entity: SnapChat. Which got me thinking, why aren’t more companies using SnapChat as a platform for their business? Businesses and brands have massive online presences and are reaching huge audiences through their social media accounts. Yet, despite having over 150 million daily users and reaching 11% of the U.S’s entire digital population, SnapChat remains a largely untapped resource as marketers are still grappling with how to use the app to their advantage. The app was developed in 2011 and has been steadily growing ever since. Snapchat reaches a huge audience: they have more users than Twitter and grew in one year as much as Twitter did in four. Snapchat means business.
Why Should your Business be Using SnapChat?
It’s Different: SnapChat is different from other social media platforms because it allows users to create temporary content such as pictures and videos that “self-destruct” by disappearing in 10 seconds or less. Users can edit their content with text features, drawing tools, emojis, stickers, and animated filters.
Less Competition: Although usage is steadily on the rise, there is currently less brand competition for ads on SnapChat as many businesses are working out the kinks on how to harness the power of the platform.
Reach a Coveted Audience: SnapChat has the largest amount of young users out of any social media platform with 71% of its users under the age of 25. This means reaching the millennial demographic, who typically don’t respond well to conventional marketing, in fresh ways.
Creates a Personable Brand Image: Unlike the images posted to Facebook, Instagram, and Twitter; SnapChat presents content in a more causal, unedited way that is appealing to users and creates an authentic and personable online presence for brands.
How to Utilise SnapChat for Marketing
In 2015, SnapChat launched its advertising capabilities called 3V. These ads can appear in a number of ways be it sponsored geotags or lenses which allow special filters baring your logo to be added to users’ content or ads between stories and live ads which appear in the context of other snaps.
SnapChat also has a Discover section which allows businesses to put out new content daily. It is used primarily by huge corporations such as National Geographic, Buzzfeed, or CNN. Ads in the Discover section are among the most expensive ads available for purchase, starting around $40,000.
For smaller businesses or businesses who are working on a budget, there are several ways in which you can utilise SnapChat for marketing without purchasing advertisements. Snapchat provides each of its users with a QR code that can be posted to other social media posts as well as positing your Snapchat handle on other posts as a means to quickly reach out to your existing market and let them know that your brand has expanded to Snapchat.
Real Time Access to Live Events: Using SnapChat to showcase events hosted by your brand or product launches gives users the chance to experience an authentic account of the event. SnapChat can also effectively be used to build anticipation around product launches – your brand can capitalize on the hype you create leading up to the big reveal!
Tutorials: Many brands reach out to their users by creating a series of short snaps which come together to deliver a product tutorial to users
Behind the Scenes: Using SnapChat to show case the making of new products can be a fun interaction for users. Behind the scenes content which shows the company having fun or showing company culture like activities or outings can also help to develop your personable brand image.
Exclusive Promotions: SnapChat can be a fun was to deliver content which consumers won’t be getting from any of your other platforms. Anything from perks to discounts to contests to coupon codes is fair game and doable with the app. The best part of this is that all of your content is trackable. You can see who has viewed your stories, who has responded, and who has engaged via chat. Brands can use these stats to track the effectiveness of their ads. Creating urgency surrounding these promotions can also act as a natural motivator to get your following to engage with the special promotions.
Connect with Influencers: Influencers can be used on SnapChat in the same way that they are utilized on other forms of social media – spreading awareness to harder to reach demographics and creating quality content to enhance your brand’s voice.
To me, SnapChat seems like the perfect marketing tool to brands wanting to reach out to a young market in a fresh, unique way. It provides an absolutely massive platform and the opportunity to grow your business. If you have been thinking about starting a Snapchat account for your business, the time is now! What are you waiting for?
What do you think, is SnapChat the next frontier for marketers? Would you use SnapChat as a means to connect to your consumers?
——————————————–Social Media Links ————————————————
Twitter: Is there a new frontier for marketing? Find out here! http://bit.ly/2ePZkP0
Facebook: SanpChat: The Next Frontier for Marketing? What it is, how to use it, and why your business should be using SnapChat to Market. http://bit.ly/2ePZkP0