Using Snapchat For Business Branding And Growth
Snapchat is a way of sending messages to followers using videos or photos as the ‘snaps’. Snaps can be manipulated by using a range of filters and they are only available to be viewed for a short period of time, usually twenty-four hours.
Snapchat was launched in 2011. Statistics show that it has over one hundred million active daily users, sending out four hundred million snaps per day. In the United States, it is estimated that eighteen per cent of all social media users are using Snapchat. This figure jumps to thirty percent when only ‘millennials’ are taken into account. But, while over two thirds of Snapchat users fall into the eighteen to thirty-four age group, like Facebook, Twitter and Instagram before it, Snapchat is starting to be picked up by a wider demographic
In other words, this is a booming social network and marketers are beginning to latch on to Snapchat’s potential.
However, most marketers do not believe that buying advertising space on Snapchat is the way to go, at least not yet. Snapchat’s one drawback is a big one; according to many marketers is that it is impossible to target users in the way that you can with other social media platforms. And in digital marketing the ability to target and track is now taken as a given.
However; lack of ability to target customers does not mean anyone is dismissing Snapchat as a marketing option. There are other big opportunities for marketers with Snapchat, the biggest being that it is a great way to build and spread brand awareness. Rather than spend big dollars on buying advertising space, many brands are creating fun and innovative content for their customers and followers.
Snapchat and brand awareness
Brands are beginning to look at Snapchat as part of their social media marketing mix. It offers a different kind of brand awareness through the use of clever, fun and innovative content marketing campaigns.
Content marketers have found that they can use Snapchat to create engaging stories in a fun and innovative way. As mentioned above there is a range of filters and features available including: emojis, music and text– all available from within the Snapchat platform.
Because of the immediacy and self-imposed time-constraints, Snapchat has started to take off as an authentic social media platform that can make a strong impact and spread brand awareness in real-time.
Here are five ways you can use Snapchat to surprise and delight your audience/customers, while at the same time building and growing awareness for your brand.
- Real time access to live events
Why not give your social media audience access to your own live events as they happen? Events such as unveiling a new product or service, announcements and even activities that your company supports or partners with are all prime examples of sharing opportunities. This is great for your audience, it is not seen as direct selling, but rather it is seen as inviting your friends to celebrate good news with you.
For example, do your partner with a local sports team? Why not Snapchat your team’s successes?
- Offer unique content
What if you offered your customers a sneak peek of your product or service before it became available on any other social media platform, or anywhere else for that matter?
One great example is fashion brands that have begun to use Snapchat to show their collections to followers before they hit the runway. This way they make their customers feel included in what is a very exclusive, secretive, even protective industry. This means that by the time the runway shows start their precious customers already have the inside running, like making them feel they are part of the team.
- Offer free stuff and other great customer benefits
Everyone loves a giveaway. As you probably already know, when you include a competition, promotion or giveaway in your newsletter, your customers are more likely to open the newsletters and engage with the content. So why not invite your customers to follow your Snapchat stories with the incentive of something free at the end? It could be a straight giveaway, a two for one deal, or even a discount code for their next purchase. This is a great way to get your customers coming back for more.
- Take your customers ‘behind the scenes
Show your followers what goes on at the office – this will make them feel part of the family. Company milestones, warehouse tours, staff outings or even just profiling individual staff and their achievements – there are a million and one ways to do this and have fun with it. And best of all, it really adds personality to your brand.
- Snapchat gives influencers another way to spread the word about your brand
In the world of social media, influencers are the big guns who can help spread awareness of your brand beyond your traditional demographic. You may not be able to count famous celebrities amongst your influencers, but what about your partners? They will all have their own networks that you can tap into. What about complimentary brands—ones that you can work with to build awareness of both offerings?
Maybe your partners don’t yet have a Snapchat account but they can suggest that followers of their other social media networks—e.g. Facebook and Twitter—take a look at your Snapchats.
Your partners/influencers may in turn have some great idea for content that you can create together.
By using Snapchat for business branding and growth you will show your customers, and prospective customers that you are agile, friendly, approachable and innovative. You are playing in their space, not simply expecting them to come to yours.
At this point in time many marketers believe that Snapchat’s key marketing asset is about brand building and awareness as opposed to direct selling. Create great content, have fun with your customers and partners and above all, use Snapchat to build and spread awareness of your brand.