Should You Be on Snapchat?

With a host of social media platforms that can be used in digital marketing for your business, deciding on the correct platforms to focus on can be a tough decision. One recently trending platform is Snapchat. But what is Snapchat exactly? In this article, we’ll answer that question, as well as the more important question: Should your brand be on Snapchat?
YES! Although Snapchat is a newer platform (having launched in 2011), there are many reasons why your business should make it part of your social media strategy. Let’s take a look at a few reasons:

• Snapchat features 100 million daily active users
• There are 10+ billion video views every day on Snapchat
• More than 60% of U.S.13 to 34 year-old smartphone users are Snapchatters

Source: https://www.snapchat.com/ads
With its extensive consumer reach, Snapchat provides an excellent opportunity for low-cost marketing while the fleeting length of a “snap” helps create a unique sense of urgency. “Snaps” are unlike any content format found on other social networks.
Perhaps one of the greatest statistics revolving around Snapchat is the fact that up to 76% of users have made an online purchase in the past month. These users understand online purchasing and this can be used in your company’s favor.
Snapchat is a great tool to drive awareness which can help showcase exactly what your brand is all about, what your business stands for and what you offer potential customers. It is a very favorable medium to show off the personality of your business and brand.
Finally, Snapchat is a perfect social media platform to drive and increase engagement. For example, consider having users screenshot your product and bring it in-store to receive a discount.
The early Snapchat celebrities have used the trending media to create powerful brands. DJ Khaled, a record producer and DJ, became the first break-out star on Snapchat.  Using multiple daily positive messages he launch himself to international fame.  His new album, “Major Key,” features well-known artists like Jay Z and Drake, and he is appearing on national TV ads for Apple and Silk Soy Milk.

The Allure of Snapchat

Now that we have covered the basic motivations of why your brand should consider Snapchat, let’s take a closer look at how the platform actually works.
The application is basically a stripped down messaging system, different from other platforms. Here users can post images, videos or texts that are then broadcast to their list of contacts. These messages only exist for a few seconds after they are opened. Reminiscent of “Mission Impossible,” the snap then self destructs and disappears. 

The allure of this platform is that everything happens in the moment. Photos cannot be significantly altered with precise control, posts cannot be edited once posted – it is all about immediacy and that is it’s major selling point. Furthermore, your followers cannot publicly like, comment or share your posts, differentiating Snapchat from other platforms.

How to use Snapchat for business

As a business owner, making use of Snapchat is relatively straightforward.

Build your following

Of course, any social media platform’s success is driven in part by the size and engagement level of your audience. For this reason, it is essential to build up your followers for Snapchat to become a useful digital marketing tool. Begin by including your Snapchat username in various correspondence. Don’t forget to write a blog post informing all interested parties that your business has a Snapchat account. Finally, broadcast your Snapchat username or Snapcode on other social media platforms such as Instagram and Facebook.

Live event access

Snapchat is the perfect way to provide access to live events, providing real-time digital and social media marketing. This is an excellent way to generate followers as well, especially when it comes to unique events such as product launches or trade shows.

Stories

Snapchat stories are a series of videos or images that can be shared with your followers. These are available for viewing for a 24 hour period.  Stories are a great way to share behind the scenes footage, either the day to day running of your organization or how a favorite product is made, for example. This helps to give customers a greater insight into your organization.

Contests

When it comes to giveaways and promotions, most social media platforms offer excellent options, including Snapchat. Here, Snapchat stories can be used as a way to allow customers to receive a discount on products or services. Remember to have them interact on Snapchat as well, for instance, sending a snap of themselves holding your product.

Advertising

Source: https://www.snapchat.com/ads
Snapchat allows advertising in the form of something called 3V. 3V offers:
Sponsored filters: These can be targeted geographically, which is very helpful for a small business starting out. A filter is a graphical layover image that goes on top of a snap. An example is shown below.

Source: https://www.snapchat.com/on-demand

Sponsored videos: These can be run during Snapchat stories.
Discover: This specialized content is optimized for Snapchat and can be pushed through the Snapchat “Discover” feature.

Partner with influencers

Influencers play an important part in digital and social media marketing, none more so than with Snapchat. Influencers are an excellent way to spread awareness about your brand and increase its reach. They also allow you to reach a demographic that may be difficult to contact using more traditional media. Look for influencers in your industry who already have a large presence on Snapchat in order to get the best results.
Not taking Snapchat seriously as a social media platform may be a costly mistake for any business owner, especially if your target audience includes millennials.
If we have learned anything from the past social media takeovers, it pays to look out for up and coming platforms and get started early. That’s one of the best ways to make sure you continue to lead the trends!
Featured Image Source: http://thehollywoodunlocked.com/dj-khaled-on-snapchat-handing-out-the-keys-to-success/