Marketers are spending 500% more trying to reach millennials compared to any other audience. Over the last few years, Snapchat has proven its value to those aiming to reach these young consumers.
The social app, which allows users to send photos and videos that stay up for 24 hours and disappear 10 seconds after you open them, reported 150 million daily active users in 2016 (compared to Twitter’s 140 million daily users), with the majority being teenagers and young adults.
New research shows that although several brands adopted Snapchat in 2016, many of these accounts quickly went dormant. This could be because brand presence on the app requires a unique strategy. As eMarketer analyst Cathy Boyle explained, “The more intimate nature of the platform means brands need to think carefully about a new, perhaps more personal story they can tell about their brand on Snapchat than they would on Facebook or Instagram.”
Is your brand guilty of falling asleep on Snapchat? If so, I have some ideas to revitalize your strategy.
Make special announcements
Snapchat is an excellent platform for brands to make an announcement because the image/video (AKA “snap”) disappears after 24 hours, which creates a sense of urgency. Your audience has to check out your snap now, or they risk FOMO.
We’re on @Snapchat. Username: tacobell. Add us. We’re sending all of our friends a secret announcement tomorrow! #Shhh
— Taco Bell (@tacobell) May 1, 2013
Add us on Snapchat for a special look at today’s HUGE announcement! https://t.co/2MHwvj84jw pic.twitter.com/oha0sOGOG7
— City of Las Vegas (@CityOfLasVegas) January 10, 2017
Show what goes on behind-the-scenes
Giving a special look at what goes on behind-the scenes is a great way to “get personal” with your customers. But make sure your BTS snaps are fun and interesting. Show the people behind your business and what they do, or show how a product is made. Why not give a BTS glimpse of filming a commercial or video?
By using Snapchat to share unique content, you can give your audience a good reason to follow you.
Host exclusive contests
Another way to show value is by hosting exclusive contests, just for your Snapchat followers. For example, a university could ask its student followers to send a snap of them sporting uni swag. Random winners could be selected and given a prize, such as a gift card for the university’s store.
Contests are a fun way to encourage interaction, and it gets people thinking about your brand. You can promote contests on your brand’s other social networks and encourage your audience to follow you on Snapchat to get in on the fun.
Want to win a $100 prepaid MasterCard from @BMO? Enter the #NAITcareerfair snapchat contest today or tomorrow! #NAIT https://t.co/BpFoemAf7u pic.twitter.com/F7rP0Dv43i
— JR Shaw at NAIT (@NAITJRShaw) January 16, 2017
Take advantage of advertising opportunities
Even if you’re snapping fantastic organic content, initially it can be challenging to build a following on Snapchat. Fortunately, Snapchat offers brands many fun advertising options such as branded filters, video ads, and sponsored lenses, to help brands build awareness.
Interested in taking your brand’s Snapchat to the next level?
Acart Communications offers strategic and creative services to help our clients reach their audience on all types of social platforms.