Are You Getting The Most Out Of Snapchat?
Snapchat has come a long way since it was launched in 2011. What began life as a simple media sharing application has matured into a unique and powerful tool for marketing. Whilst the self-destructing nature of Snapchat content may, on the surface at least, not seem like fertile ground for advertising, it is in fact a very useful medium for businesses who are looking for an innovative and creative method of delivering their message to their target audience.
That is not to say that using Snapchat for marketing doesn’t come with its own challenges, however. Snapchat’s self-imposed limits on how long a piece of content is available for viewing mean that those creating marketing media for the app need to make the most of every second that they have available to them. This requires a decent strategy to be in place when deciding on the best way to put your message across in as an effective manner as possible.
Do your homework on Snapchat
If you are new to the world of Snapchat then it is important to do a little research before you start incorporating it into your own marketing strategy. You need to become familiar with what the app is and what it isn’t. The best way to do this is to download the app, open an account and start following people. Spend a little time browsing the content that others post on Snapchat and you’ll begin to get an idea of the various ways in which it can be used.
The first thing that will probably catch your attention is how casual the app is. This means that your tone should be a casual one as well and that your content should convey a sense of fun. Use Snapchat’s drawing function to edit your photos in original and humorous ways. This will prevent your team from appearing like a bunch of stuffed shirts and will make you seem more personable and approachable. Obviously make sure that your content is appropriate for your business, however.
Another point worth considering is that Snapchat is far less populated by advertisers at the moment. This could mean that your brand has a much better chance of standing out and being noticed than on more crowded social networks such as Facebook or Twitter. That is not to say that it is better than the big dogs for marketing (because it isn’t), but rather that, by tapping into it you will open your business up to a whole new demographic that may otherwise go untapped.
Embrace its limits
At first, the time limit placed on content by Snapchat may seem like an obstacle to marketers. After all, what is the point of carefully crafting a brilliant post, only for it to disappear without a trace soon afterwards? However, this is not necessarily the case and creative advertisers can really use this feature to their advantage.
For example, you can use Snapchat to post teasers about an upcoming release or event.
Imagine that you plan to release a new product line in the next few weeks or months and you are preparing your advertising campaign for it? Well, what better way to kick it all off than with a quick ten second tease? By just giving a quick flash of the new product, you may be able to whip up some initial curiosity. Cosmetics company NARS, did just this to tease their new collection and the feedback was largely positive.
One industry that must use teasers more than anyone is the film industry. Snapchat could therefore prove a fantastic medium to release the teaser trailer for your next big block-buster, ahead of rolling it out across other media.
Unique promotional opportunities
If you email potential or existing customers with promotional codes or special offers, you are going to be competing for attention with so many other companies. How many of us just routinely delete emails from businesses without even reading them?
However, send a Snapchat to your customers and you may be in a much better position to grab their attention. First of all, the easiest way to “delete” a Snapchat, is to view it. This means that even if the customer isn’t initially interested in the post, they may let it play anyway and, just maybe, you will change their mind.
Also, you can Snapchat discount codes, which users can then screenshot to save, if they are interested. Your business can then easily compare how many Snapchats were sent, with how many users screenshotted them, with how many actually used the code. This provides you with a simple and elegant method for collecting data on how successful your promotion has been.
Hopefully we have convinced you that you should be using Snapchat as part of your social media marketing strategy and some of the ways to make sure that you are using it to its fullest potential. Do some homework, make sure that you understand the service that it provides and embrace its “limitations.” If you do all of this, then Snapchat could add a whole new angle to the ways in which you promote your business and indeed yourself.