The value of Snapchat marketing often gets dismissed or overlooked by businesses. Many organisations are yet to discover what makes it unique. With more than 150 million daily users, and many of them millennials, Snapchat is growing fast. If your organisation is looking to market to young people, Snapchat is where it’s at. 86% of the site’s users are under 35 – 23% of Snapchatters are 13 to 17 years old, 37% are between 18 and 24, and 26% are 25 to 34.
What makes Snapchat different?
Snapchat allows users to send messages containing text, photos or video – known as snaps – to individuals or multiple people.
The key difference with Snapchat is that messages are temporary – in fact, their shelf life is very short. Direct snap photos are only visible between 1 to 10 seconds. You choose how long they last for. Snaps posted to a user’s Story disappear forever after 24 hours. Also, once you exit a chat window, your chat messages vanish.
This temporary nature of snaps, plus the ability to let users draw on photos, has really resonated with young people. When the Stories feature was added to the app in late 2013, Snapchat became more of a content destination. By August 2014, 40% of 18 year olds in America were daily Snapchat users. The addition of Snapchat lenses, which are animations which overlay selfies, added to the app’s popularity.
In early 2015, Snapchat added the Discover feature, which allows users to browse content by major media organisations, including Vice, ESPN and National Geographic. By April 2016, Snapchat was reaching 10 billion daily video views, up from 6 billion in November 2015.
Why should my business explore Snapchat marketing?
Snapchat is one of the fastest growing social media platforms, which is why businesses are keen to get a slice of the action. Many brands are already using Snapchat as part of their marketing strategies. The first rule of Snapchat is to have fun. The app’s emojis, music and filters make it easy to inject a sense of fun into your content.
For marketers, Snapchat is all about engagement and attention. Because snaps are short, viewers must pay attention to your content or they’ll miss out. Some might think the fleeting, disposable nature of snaps makes them less valuable as pieces of content. However, while your viewers are looking at your snaps you have their full attention. Audiences are highly engaged. In fact, 54% of users log in daily, which adds up to about 100 million active daily users and 10 billion videos per day – 350% more in 2016 than in 2015!
How are businesses using Snapchat to share content?
Here are some ways brands are making use of Snapchat’s features to get their messages across.
- Social media marketing in real time: If you’re launching a product or hosting an event, Snapchat allows you to live-stream to your audience – ideal for giving users a peek behind the scenes and making them feel included.
- Sharing content privately: Because snaps only last for a few seconds, they can be a great way to build a buzz, by sharing teaser content or give a quick glimpse of a new campaign or product. The temporary nature of snaps made them an ideal vehicle for WWF’s #LastSelfie campaign, which won them a Webby award in 2015.
- Promotions and special offers: Everyone loves a competition or a promotion. Sending promo codes to selected users randomly can be a good way to ensure users stay engaged and don’t miss any of your brand’s snaps or stories.
- Go behind the scenes: Fans of your brand will want to know what’s going on behind the scenes in your company. If you’re People are always eager to know what’s happening behind closed doors. Why not show a quick glimpse of some of your products being designed or made? This kind of content will make your followers feel like VIPs.
- Team up with influential snapchatters: Influencers play a critical role in the world of social media and Snapchat is no different. Brands often work with influencers who can create positive stories about their brand and share them with their audience. It’s can be a more personal way to get your messages across.
Advertising on Snapchat
If you have advertising budget, why not have a video ad rolling on the app? Or you can get more creative by designing your own sponsored lenses (like Taco Bell did – who wouldn’t want to turn themselves into a human taco?) Sponsored Geofilters are a great way to attach a marketing message to a specific location. Create a geofilter for your event, office or shop and people can share fun, branded photos while they’re there.
By its very nature, Snapchat is putting fun and creativity at the top of the agenda for many brands. Are you curious about dipping your toes in the Snapchat pool? Please get in touch for a free Skype consultation and let’s talk about how your brand can tap into this young and engaged audience.
Christian Taylor is a writer and social media manager and part of the VKN Digital team. VKN Digital is a digital marketing agency in Hertfordshire, UK. We aim to help SMEs overcome marketing hurdles and create compelling digital content that drives results. If you need a leg-up with your content marketing or social media, get in touch via our contact page.