In this guide to Snapchat marketing, we aim to provide an overview of the platform, explain who the typical users are, and help you understand the types of marketing that work best on it. Marketers, are you looking to reach a younger demographic? Snapchat is the right spot! Let us also learn how to create a story on the platform, and how to outline your marketing strategy for the platform. Remember to choose the right digital marketing company with the best digital marketing services to partner with.
Snapchat and Its Working
A social media platform that is primarily used on smartphones, Snapchat was created with the goal of promoting private, one-to-one communication through the sharing of images, videos, and messages that are only available for a short period of time before they are automatically deleted. Over time, the app’s creators have added additional features such as live video chat, chronological stories, Bitmoji avatars, filters, and AR lenses. As a marketer, you might be wondering what benefits Snapchat can offer for your brand. How can it help to achieve your marketing goals and connect with your target audience?
Why Use Snapchat for Marketing?
Snapchat is a valuable platform for marketers as it has a large number of active daily users, with a majority of them being young adults. Additionally, users are highly engaged with the app, spending significant time and using it frequently. It also offers an opportunity for brands as many have not yet established a presence on the platform. Snapchat marketing also tends to be more authentic as it allows brands to show their business as it is in real-time. If your target audience is millennials or gen Z, then it is important to consider adding Snapchat to your marketing mix. However, implementing a Snapchat marketing strategy can be challenging, how do you do that? We will get into that in a bit.
Know How Snapchat Works?
Snapchat’s interface and usage may be different and require an adjustment period for those primarily familiar with using Facebook, Instagram, and Twitter. Since its design is different it utilizes unique icons for actions and navigating through the app can be done by swiping in different directions. Unlike other social media platforms, Snapchat does not support pre-developed content, instead requiring users to create videos or photos, known as “Snaps” or “Snapchat stories” within the app, in real-time. There is an initial learning curve, but it can be easily mastered with patience.
Take a Picture or Video on Snapchat- Follow These Steps
When you first open the Snapchat app, and login to your account you will see the back camera. You can explore its various features such as turning on/off the flash, reversing the camera and activating night mode. To take a picture press the circle button located at the bottom, and to take a video hold the button. You can then edit the snap with text, filters, stickers, or links such as to your homepage or a special offer page. You can also adjust the duration of the snap. When you are ready to share the image or video, you can choose the recipients or add it to your Snapchat story, which we will cover in the next section. With that, you have successfully made your first post on Snapchat.
Set Up a Snapchat Story
Snapchat stories, similar to Facebook and Instagram stories, are a collection of videos and images that last for 24 hours. They arrange your Snaps in chronological order, which allows you to narrate your brand’s story. To make them effective, use new and unique Snaps to create a story arc. The audience who can view your stories can be adjusted in the settings, by default they are only visible to your friends, but as a brand you should change the settings to “Everyone” to increase visibility and exposure.
Plan Your Snapchat Marketing Strategy
To effectively use Snapchat in your marketing efforts, a carefully planned strategy is necessary. Simply creating a profile and occasionally posting videos will not be enough to make an impact. Before creating a strategy it’s important to determine what you hope to achieve by using the platform, such as increasing brand awareness, expanding your customer base, re-engaging past or cold prospects, or generating buzz around a new product. Once your goals are clear, you can develop a plan to make it happen.
When creating a Snapchat marketing strategy, it’s essential to identify your target audience and the action you want them to take. Then, decide the type of content that will best achieve that goal. It’s important to be open to experimenting and testing different approaches. It’s also important to keep in mind that not all efforts will be successful, but successful marketers learn from their failures and use that knowledge to improve their results. As for the content, that will depend on your target audience and the goal of your campaign.
Different Kinds of Marketing Content for Snapchat
As with other social media platforms, the goal is to promote engagement on Snapchat, and there are several types of posts that can be used to achieve this. These diverse types of posts can be used to increase engagement and interaction with your audience, build a stronger connection and promote the brand. Here are a few.
Small Preview: Snapchat can be an effective way to build excitement around a new product or offering that people are looking forward to. By sharing sneak peeks, you can generate hype and anticipation among those eagerly awaiting the release. This can encourage shares and increase conversation surrounding your brand. A simple image with a teaser message such as “finally here…” can do the trick.
Behind the Curtain: Many people are interested in getting an inside look at how things are made and operated, and Snapchat offers a way to provide this type of content in an authentic, unpolished manner. By sharing behind-the-scenes content, you can help your audience feel more connected and informed while making them part of the experience.
User-generated content : A way to increase the reach and exposure of your Snapchat presence is to incorporate user-generated content. You can do this by encouraging your audience to participate in your Snaps, for example by hosting giveaways or contests and rewarding those who use a specific custom hashtag or mention your brand in their own Snaps.
Interactivity: Another way to engage your audience is through interactivity, by creating activities for them to participate in. This can be done by asking them to send Snaps of themselves using your product or interacting with your brand in some way. Encourage participation by letting them know that the best responses will be featured in your story and/or win a prize.
Testimonials: Using testimonials from satisfied customers can be a powerful way to promote your business on Snapchat. If you have a customer who is particularly enthusiastic about your business, consider asking them to create a short video explaining why they love it. You can then share this with your audience, showing them that real people have found success and satisfaction with your product or service.
QR codes, Coupons, etc: A way to entice your audience to engage with your Snapchat content is to offer them exclusive discounts or deals. This can be done by including digital coupons or QR codes in your snaps that direct viewers to a special offer or promotion page. This can incentivize your audience to engage with your posts and encourage them to take action.
Snapchat Advertising
Up until this point, we’ve discussed ways to use Snapchat for organic marketing, but the app also offers paid options for a range of budgets. If you have a marketing budget, you can purchase advertising that is displayed directly in users’ feeds or in the Discover section. Additionally, you can sponsor a Lens, a feature that allows users to add interactive effects to their photos and videos, as a way to create engagement and bring your brand to life. On the other hand, if you don’t have a big budget, you can use Snapchat’s On-Demand Geofilters, which allow you to create custom artwork to promote your brand, location, offerings, or event.
Snapchat Marketing: Best Practices
With a better understanding of how Snapchat works, how to create content and how to develop a strategy, it is important to follow some best practices to maximise your impact. One best practice would be to let people know that your brand is on Snapchat. If you’re just starting out, make sure to mention it on your other social media channels and ask your audience to follow you on Snapchat.
Get the most out of your profile: Another best practice is to optimize your profile. Make sure to choose a username that is consistent with your brand identity and include a URL link to your website for easy access and increase visibility.
Keep it simple: Next, the best practice is to keep your content light and entertaining. People use Snapchat for enjoyment, so make sure that your content reflects that and is enjoyable for your audience.
Highlight your brand and/or products: Another best practice is to clearly showcase your brand and/or products in your content. When someone views your Snaps, it should be immediately obvious to them what your business is about and what you are selling.
Be Interactive with other users: Actively engage and interact with other users on the platform. To generate engagement with your own content, it is important to also engage with other users, for example by seeking out collaboration opportunities, responding to other users’ Snaps, and following other Snapchat accounts.
Say No to High-Pressure Sales Tactics: While it is important to showcase your brand and products, it is also important to avoid being too heavy-handed with sales tactics on Snapchat. The platform is generally more suited to a more relaxed and informative approach, rather than high-pressure sales techniques. It is important to strike a balance and say no to high pressure sales tactics.
Post Consistently: Lastly, consistency is key in building a following and increasing your exposure on Snapchat. It is essential to post regularly in order to maintain engagement and grow your audience. Keep a consistent schedule of posts and make sure to post regularly so that your followers know when to expect new content from you.
Try Out Something New: Be open to trying new things and taking risks. Do not be afraid to experiment with different types of content, features, or strategies even if they are not tested or not mainstream. As the content on Snapchat is ephemeral, worst-case scenario, it will disappear after 24 hours, and it will give you insights on what works and what does not and help you improve your future content and approach.
All Ready for Snapchat Marketing?
Snapchat may be different from other social media platforms, but this unique aspect can offer many opportunities for marketers. Despite this, many marketers hesitate to use Snapchat due to unfamiliarity with its features. However, this lack of competition is an advantage for those willing to learn and use the platform. The users on Snapchat have a vast spending power and mostly belong to a generation that is comfortable and prefers to shop online. This guide aims to help you begin your journey on Snapchat, create a strategy, and start creating content on the platform.
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