Snapchat Marketing Works and It’s Underutilized
With the many options, marketers have in terms of social media marketing, it’s no wonder some platforms are overlooked in favor of others.
Snapchat has earned itself a reputation as a picture-sharing platform for younger demographics. Because of this, some brands seem to think that Snapchat doesn’t hold much promise in terms of advertising when compared to other platforms such as Facebook, Instagram, or Twitter. But is Snapchat a dead-end for marketing?
Since its launch in 2011, Snapchat has maintained its place as one of the most-used social media platforms across the globe. In fact, the picture-sharing app has 139 million daily active users, and that translates into millions of Snaps created and sent on the app every day.
Benefits of Snapchat for Businesses
While Snapchat has many benefits for businesses that choose to advertise on the platform, know that it might not be the right fit for every business. Just like every other platform, Snapchat has its majority of users within a specific age bracket, making it most suited for brands targeting those audiences.
Perfect for Younger Demographic
If your target audience is people under 35 years of age, or you wish to expand your demographic to include a younger audience, Snapchat is the perfect tool for that. In fact, 75% of Gen Z and millennials are on the social platform. On average, these users spend at least 30 minutes using Snapchat every day.
If your campaign strategy aims to convert younger people to use your products or services, you should consider using Snapchat for advertising.
Allows Brands to Be Unique
Snapchat is an app to showcase creativity and a fun side. Brands can connect better with their audience by using a fun and playful voice that would better resonate with the vibe on the app. Snapchat is best known for its fun filters, and many of its features are just as fun and lighthearted as this, so brands do not have to take themselves too seriously, or spend hours creating flawless campaigns.
With the unique features of Snapchat such as adding music to content, drawing over snaps, and other things, your content won’t feel like just another blog post or video ad.
How to Use Snapchat for Business
Create a Business Account
Of course, the first thing you should do is create the business account you will be sharing content from. Setting up a Snapchat Business Account allows you to do a whole lot more on the Snapchat platform. All you need to do is download the app from the Google Play Store or Apple Store, create an account, and then set up a business account from the Snapchat Business Manager. Now, you can start creating fun snaps and advertising through the ads manager.
Draw Up a Good Marketing Strategy
Sure, you’ve created your Snapchat business account and maybe even posted a Snap or two, but if you don’t have an effective Snapchat marketing strategy, your campaign might fall flat without reaching the right audience. Once you’re certain that Snapchat and its users are the right fit for your brand, set a clear social media strategy in place by researching your competitors, outlining your objectives, creating an effective content calendar, and determining the Snapchat presence you want your brand to have.
Create Interactive Filters
One of Snapchat’s most appealing features is the filters and lenses available on the platform. Businesses can create an even larger awareness for their brand with interactive filters that would appeal to Snapchatters. On average, Snapchat users spend 20 seconds interacting with filters, and they are likely to share these pictures or videos with their friends on or off the platform. Geofilters allow you to create location-based filters which pop up when users are within proximity to your business.
Geofilters are an especially good option for brands with physical stores. When people use a geofilter on Snapchat, they are bringing more attention to the brand, which translates into free advertising.
Work with Influencers
The job of influencers is to use their audience reach to promote a business. For social media influencers, their huge popularity on social media platforms and their large followings attract brands who wish to reach a larger audience.
Brands that work with social media influences can incorporate a Snapchat takeover where the influencer handles the brand’s Snapchat account for a day. Before the selected date for the takeover, the influencer must have advertised the occasion on their accounts, encouraging their followers to follow your account and drive traffic to your page. Work with influencers that are active on the Snapchat platform, and ensure to create content exclusive to your Snapchat account.
Story Ads
Snapchat users can find story ads in the app’s Discover section, and the strategy works great for brands looking to raise awareness for their products. With Snapchat story ads, you can create 3 to 20 video or image ads, and they are usually easy-to-understand ads that contain a call-to-action. Brands can also insert a link to their website on these ads, allowing users to swipe up to take them straight to another website. These story ads can also target users in specific locations to encourage them to take action. Just make sure you’re using the correct Snapchat ad specs before spending time producing your video.
Interact with Other Snapchatters
One major feature other social platforms have that Snapchat is lacking is that mix of branded content and regular posts from users’ followers or mutuals. On Snapchat, there is a divide between content from creators and brands.
Brands can stay active on the platform by engaging and viewing stories created by other users, following other Snapchatters, responding to Snaps and messages, collaborating and creating content with other creators, and posting consistently.
Although Snapchat attracts a particular type of audience, it is still an effective marketing tool, and there are ways Snapchat can help brands expand their business. A good understanding of how the platform works and what the audience wants to see will help brands drive traffic to their sites while also increasing sales among Gen Z and millennials.
