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?
Snapchat for Beginners: 6 Ways To Use It For Business – http://bit.ly/1TOdR8F
Making Sense of Snapchat for your Small Business – http://bit.ly/1TqZ31q
Guide to How Snapchat is being used today – http://read.bi/1UjutWv