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Why Snapchat is Growing Among Businesses
Are your customers so young you regularly find yourself unable to decode their teenage slang? Or maybe they’re university students who routinely share funny GIFs with their friends during class?
Bingo. You may have just found the perfect social media platform to market your business.
Snapchat — a popular social media app for sharing pics and short videos — is only worth paying attention to if your target demographic is 37 and younger. Eighty-six percent of Snapchat users are between the ages of 13-37. Forty-five percent are ages 18-24. Businesses that are looking to capitalize off of this market have a unique opportunity to build their brand.
The first thing you should know: A small percentage of marketers currently use Snapchat, but that number is steadily growing. Most marketers simply haven’t caught on to how useful a tool it can be. This is your opportunity to be ahead of the pack.
If you need further convincing about the benefits of Snapchat, here are a few statistics that might help:
- Snapchat has 100 million daily active users.
- 58 percentage of university students would likely purchase a product from a brand that sent them a Snapchat coupon.
- 65 percent of Snapchat daily users contribute content.
As for whether you should advertise on the platform, you’ll likely want to pass unless you are a mega brand with a large ad budget. The minimum spend for ads on Snapchat is $100,000.
Before we go any further, you’re probably wondering how Snapchat is used. In layman’s terms, here’s how it works.
- Download the app to your phone.
- Capture pics and 10 second videos.
- Customize your pics and videos with overlaying text, emojis and special effects.
- Compile pics and videos into a “story” that remains live for 24 hours.
- Share your “story” widely with your followers.
- Hope that your brand engagement grows among the right audience.
If you are looking for a more detailed rundown of how to use Snapchat, this Social Media Examiner article shows screengrabs of the app along with explanations.
One of the most well-known examples of Snapchat being effectively used by a large company is when Sony posted behind-the-scenes footage, interviews and preview clips for their film Spectre on Snapchat. Check out Sony’s tweet promoting the sneak peek content.
It’s worth noting that Snapchat requires tons of creativity and a greater time investment than Twitter or Facebook, but the rewards could very well pay off. Here are a few ideas to get you started:
- Offer coupons: Make a compilation of videos and pics into a “story” and have the final pic show an image of a coupon. Encourage customers to take a screengrab of the coupon and then redeemed the coupon in-person. For example, U.S. pizza chain, Pie Five, displayed an image of a pizza with the code word “Pie-Dentity” written in toppings and then asked their Snapchat followers to come to their stores and say the code word for a $5 pizza.
- Use the Snapchat QR code everywhere: Each Snapchat account has a unique QR code that can be displayed on a website, blog, other social media accounts, and close to where walk-in customers linger or exit. When a customer scans the code they automatically become a follower of that business.
- Take behind-the-scene pics and videos: Pics and videos that show the secret ins and outs of a company are known to perform really well. For example, employees at the California breakfast and lunch chain, Squeeze In, take photos and videos of food preparation, customer interactions and secret handshakes which are then shared on Snapchat.
- Allow key followers to take over your account: This one is a bit tricky. Be careful who you let take over your account and post content on your behalf. A perfect example of how to use this function effectively is if you are a clothing retailer. Consider letting influential fashion bloggers post pics of themselves modelling your clothes using your account. It might drive higher engagement than product photos.
- Keep it short: While Snapchat videos are automatically limited to 10 seconds, your overall “story” should never be longer than a minute or two. Longer ones have a greater risk of losing people’s attention.
We hope you find this list helpful, but keep in mind it is by no means exhaustive. There are endless creative ways to harness Snapchat to increase brand awareness. Feel free to share your ideas in the comments below.