Snapchat has only been around since 2011, but it’s already gained over 100 million daily users. There’s huge potential for businesses looking to expand their social media presence, and lots of ways for smart business owners to leverage the power of this popular platform.
Getting started with Snapchat
Like most social media platforms, Snapchat is easy to learn, but takes some work to master. To get started, create an account and pick out some brands or people to follow. Get a feel for how they use the medium, and then start to think about how you can target your particular demographic.
As with any other marketing venture, it’s crucial to understand your audience, and how they use various social media platforms. Snapchat is particularly popular with millennials—30% of internet users in this age group use Snapchat regularly—but people of all ages are using this platform, and there’s plenty of potential for reaching other age groups.
Many people see the ephemeral nature of Snapchat as a detriment to its utility as a marketing tool, but for innovative users there are many productive ways to take advantage of this particular platform. And Snapchat’s 10-second images are the ideal medium for providing casual off-the-cuff content that helps to humanise your brand.
Snapchat for live events
The fast-paced nature of Snapchat lends itself perfectly to live coverage of events such as parties, conferences, trade shows, and pop-up shops. A great example of this is Superbowl 2014, where Audi partnered with The Onion to target millennial users by covering the event live via Snapchat—and gained 5,500 new followers in the process.
This particular example also demonstrates the value in partnering with social media influencers. Audi’s specific goal was to engage with millennial users, and partnering with satirical humour site The Onion helped to make their Snapchat campaign of particular interest to that age group.
Engage followers with promotional content
Giveaways are perfect for engaging customers on social media, and Snapchat is a great way to generate real-time interest without getting overly complicated. The very first marketing campaign on Snapchat was run by the NYC frozen yoghurt chain 16Handles, which invited customers to submit Snaps in exchange for discount coupons. The 10-second limitation does make this tricky, but brands like 16Handles have definitely proved that it can work.
Add value for customers with extra content
If you use other social media platforms such as Facebook and Twitter for your business, consider adding Snapchat to your arsenal to provide your audience with extra content. For example, some fashion designers use Snapchat to give their followers a sneak peek at their new collections before uploading previews on other platforms. Another example is cosmetics company NARS, which used Snapchat to provide an exclusive preview of its latest designer collection.
Go Behind the Scenes
Snapchat is also perfect for taking your audience behind the scenes of your business, and showing them a side to your company that’s fun and relatable. Highlighting what makes your business unique is a great way to invite people to engage with you.