Are you interested in using Snapchat for your business?
Wondering how you will be able to integrate it into your marketing?
Snapchat presents a unique opportunity to reach a new audience that is receptive to clever, creative marketing.
In this blog, you will discover how to use Snapchat in your social media marketing.
Why use Snapchat?
Snapchat is the fastest-growing social network with more than 100 million daily active users. Of the businesses that market on social media, most use Facebook and only 2% use Snapchat. The lack of competition on Snapchat means your business has a great opportunity to stand out and shine on the platform.
Unlike other social networks, it does not matter when you post content on Snapchat. Your snaps will never be buried in a busy timeline, they stay unopened until your followers have time to view them. After snaps are opened, they are available for only 1 to 10 seconds.
Snaps disappear so quickly, so you may be wondering if Snapchat is worth the effort. If you think about it, most social content is viewed right after it is posted. Content tends to last longer on platforms like Pinterest and Tumblr, but it is far more common for social posts to have a short shelf life. Snapchat makes this short shelf life an explicit part of the platform.
Because snaps vanish after one viewing, you have users’ undivided attention. In this way, disappearing content is actually a boon for marketers. Here is how to get started integrating Snapchat into your social media marketing.
First, you will need to develop content for Snapchat. Here are some ideas that you may want to try:
Create valuable tutorials about something in your area of expertise. For example, show people how to easily thread a needle or explain how to choose a secure password.
Give users a glimpse of behind the scenes at your company. Show them how your product is made, share the inspiration and ethos behind your company or chat with artists.
Show your product in action. For example, show a person wearing your dress or reading your book.
Ask users for pictures or videos of them using your product and send out snaps featuring them. Those fans will feel valued and your audience will discover different ways they can use your product.
Repurpose content from other social networks, but make sure it is tailored to Snapchat. The tone should be casual and funny, similar to Vine and Tumblr.
No social feed should be 100% self-promotion, so tell interesting stories that relate to your industry. Share a cool tip from an industry leader or give an opinion on a recent event.
Social media should be social, not a one-way megaphone for promotions. Replying to every snap is not practical or scalable, but you can certainly do it every now and again. Imagine how great it would feel if your favourite brand replied to your snap? You can give your followers that feeling, too.
Ask people to reply to your snap or post a reply on another social network. Ask users to take pictures of themselves with your product and post them to other social networks.
Consider following people back on Snapchat. When they send you snaps, read them and reply if appropriate. This goes a long way towards letting users know you are a real person or a real social team behind a brand.
After deciding what content you will develop, think about how you can present it in a creative way.
Draw or write on pictures to add humour or emphasis.
Find clever ways to get people to sit up and pay attention. Hide discount codes seeing it unfold as you view the story.
Tell a story with a series of snaps. The short time frame can make it fun. Show how you can bring people together.
If you share still images rather than videos, play music in the background. However, make sure that the music has creative commons license or that you have the rights to use it.
Add a call to action
If you want users to take action after seeing your snaps, try these tactics.
Ask followers to take a screenshot of a snap (this is something you can measure). Send a snap saying that you are about to give out an exclusive discount code and suggest viewers take a screenshot of it. Then reveal the code and measure how many people opened and watched the snap, and how many took a screenshot of it. You can also track use of the discount code, since it was distributed exclusively on Snapchat.
Ask viewers to visit your website, but make sure there is a strong incentive for them to do so. For example, start a story in the snap, and then tell viewers that it is continued on your website. Track the effectiveness of this strategy by creating a special page with a URL that you give out only on Snapchat and track it with Google Analytics.
Build a following
The challenge in building an audience on Snapchat is that the platform has no hashtags, search or any other means of traditional content discovery. You can create a following by letting people know you are on Snapchat and giving them a compelling reason to follow you.
Try sharing your snapcode on your other social networks to make it easy for fans to add you.
Snapchat marketing is still largely territory. But you have a great opportunity to be an early adopter and grab the spotlight for your business.