Snapchat, you’ve heard of it, but how much do you know about it? This relatively new social platform is focused on visual media sharing and serves over 188 million active users. Its demographics of users are a key consideration when deciding using Snapchat for Business.
It’s not as big as Instagram, but the app is actively frequented by young people, and many brands have expanded their audience by using it.
It’s geared toward a younger audience with 45% of Snapchat users aged 18-24 and 71% 34 years old or younger. Snapchat can be an engaging marketing channel for your business if the brand’s target demographic is on the younger side.
Here we have compiled 6 ways to leverage Snapchat in your social media marketing strategy:
Promotional code offerings are the most popular content for brands to post on Snapchat. The time-limited display format of the platform creates urgency and captures attention. Your audience is poised ready to grab a screenshot of your snap-in case they want to use your promo code later.
If you offer good discounts regularly, your audience will reliably view your content. Compared to email promotions, snaps have a much higher engagement rate.
According to Hubspot, a good open rate is, on average, 94%. With Snapchat, 900 out of every 1000 followers will view your content. That is an incredible engagement rate! Get creative with promos that surprise and engage your audience. Create promos that are memorable, add value, and keep your brand at the forefront of users’ minds.
Snapchat is a great platform to raise awareness and launch new products or services. Snapchat users want to see real, authentic content, so informal, low-budget videos are totally fine to use.
You don’t have to have a super slick video production crew (though we can help! 😉), you just need a smartphone and some good content ideas. Creating behind-the-scenes content related to a new product or service is a cost-effective way to build momentum before a launch.
Leverage Influencer Marketing
Leveraging Influencer marketing could include partnering with an influencer in a story or doing a story take-over. A story take-over gives you Influencer partner control of your brand’s snaps for a specified time.
There are other ways to do cross-promotion with influencers, too, so be sure to discuss what they’ve done with other brands to see what approach might work best. Working with Influencers broadens your brand’s audience exposure to include the Influencer’s audience as well as your own. It’s one of the fastest ways to build a large following.
Snapchat Ads and/or Email Signup
Snapchat allows you to create full-screen vertical video ads up to ten seconds long. Some brands use the short video to drive traffic to their website for an email signup or to install an app. A swipe up feature in the ad enables a brand to play a longer video up to 10 minutes long, or link to an article to further engage users to connect with a brand.
Sponsored Lens is more widely used by big-name brands like Coca Cola. It’s a type of ad that enables a brand to create a unique branded filter that users apply to modify their images.
For example, Coke made one with Marvel Comics that turns the user’s eyes green when layered over a selfie. Just because Coca Cola did it doesn’t mean this type of promotion is out of reach for small businesses, though. A smaller brand could do this, too. Just make sure your idea will be original enough to get users to select your filter and show all their followers your brand.
Sponsored Geofilters and On-Demand Geofilters
A fun way to build brand awareness is by creating graphic overlays based on where the user is located geographically.
According to Snapchat, a U.S. sponsored overlay can reach as many as 40-60% of Snapchatters. On-Demand Geofilters are graphic overlays that are a simple and affordable way to direct the use of your filter overlay to a targeted geographical area as small as a city block.
For example, a local pizzeria could partner with a nearby sporting event to create a fun and relevant filter that Snapchat users can use while they are at the game or the pizza shop. It’s a good way to localize your marketing efforts to people already in your area.
If your target audience is between 18-35 years of age, your brand should be on Snapchat. Setting up a business account is easy and intuitive. Snapchat will prompt you to set up a campaign right away, but it’s a good idea to explore the app’s content first to gain some insight before you start investing ad dollars.
Exploring will spark ideas for fun behind the scenes videos that you could create and give you a good sense of what kind of content performs well. Consider employing promo codes and influencer marketing to build your following.
When you are ready to delve into snap ads, sponsored lenses, sponsored geofilters, or on-demand geofilters, get in touch with Jexan. Our social media team can help your brand create unique Snapchat filters and campaigns, and offer guidance about future promotions.