It’s a tough process for small businesses to choose a marketing platform that’s best suited to them, and Snapchat marketing is not for everyone.
Here are some points to consider before you read any further:
- What are your business goals & how can Snapchat help reach those?
- Can you ensure you have a consistent presence on Snapchat?
- What are your brand guidelines? Does your content, and this platform, allow you to stay within these?
- Who is your audience? Are they likely to be found on Snapchat?
Businesses both small and large are turning to Snapchat to enforce their brand and to get involved with the younger crowd. With more than 100 million users, Snapchat has become essential to digital loving users looking for quick interactions with friends or brands.
Because the app has become so popular, Facebook even tried acquiring it, but the CEO of Snapchat declined their offer!
You either love or hate it
It’s more popular with teens than Facebook, with teens accounting for 7 out of 10 snapchatters*, and it was the fastest growing social network for two years in a row (2014-2015), beating the ever so popular Instagram. However, as a place for small businesses to advertise, it hasn’t matured as of yet so if you jump on now you would very much be part of a new marketing movement. The advertising that is available on Snapchat is so expensive it is purely an opportunity for the biggest of brands.
“In a digital world where everyone’s flicking through headshots, images, and text without processing any of it, Snapchat asks you to stand still and pay attention to the gift that someone in your network just gave you,” – Danah Boyd, a researcher at New York University.
Users can’t go back to old content. Brands have 100 percent of their attention till the contents disappear. Viewers only have 1-10 seconds to view content, and then it permanently erased, which means if they don’t give their full attention they could miss out on an offer or discount.
Snapchat’s 10-second limit hits the psychological nail on the head for teens with bite-sized content made for the average human attention span. A 31 percent decrease from 2000, the current average human attention span lasts only 8.25 seconds, according to research by Statistic Brain Research Institute.
What Snapchat can provide to everyone, though, is a good reach. For brands that are capable of creating eye-catching content, Snapchat offers a relatively small competition platform to reach 18-29-year-old consumers.
Use Snapchat to your advantage – Deliver private content
No business should offer the same content on multiple platforms.
The content you create on Facebook will usually be a bit more direct and informative, twitter within 140 characters and LinkedIn is 100% professional content only. Snapchat is the perfect platform to give your audience a look behind the scenes or sneak peaks at secret works in progress, so people can get an inside look at how your business works for a brief moment before the information has disappeared.
New content has to be shared directly from Snapchat unless you download and use a third-party platform that can upload photos/videos from your camera roll. However, by doing so, the resolution can look poor and of low quality.
Connect with consumers and offer them exclusive discounts! Snapchat’s ‘Stories’ tool can reach your entire audience without contacting people directly. Stories you create will appear for 24 hours and replaced by the newest content you create over a 24 period.
Snapchat is known for being momentary. If you are running a competition or sale, a snap sent to “My Story” will inform your friends straight away. If your friend’s list is small, consider sending them separately to friends… but be aware this may come across as too forward or spam, so maybe select a few loyal customers you know that will appreciate it or those ambassadors that may spread the word for you.
Whether you are attending or hosting a live event to do with your business, you should be snapchatting it. It’s an opportunity not to miss to promote the event to a bigger audience. Giving an insight to your audience will also build excitement for the next event, they may even come along!
Partner with influencers
Just like a Twitter takeover, businesses can team up with brand influencers to give a unique viewpoint. Researching on-brand influences in your market could bring in more exciting content to share with your friends.
To expand its services, Snapchat added live text, chat and video calls between contacts, which has helped increase the use of the application among younger audiences with Snapchat now housing 26 million users in the US alone.
The younger audience has a short attention span because they’ve developed immunity to the thousands of online advertisements thrown in their face on a daily basis. It has to be short, unique and straight to the point. Which is why Snapchat is embraced so highly.
Snapchat is real. No editing, no preparation beforehand. It’s in the now and then it’s going to vanish. HAVE FUN with it! Connect with your audience on a personal level; we’re all human.