You may have noticed that Snapchat is having a bit of a moment in Ireland…
Everyone’s talking about it, everyone’s using it; from bloggers to business owners, seeing it fast become on of the most powerful social media platforms with engagement levels that outshine the big players like Facebook and Twitter.
Snapchat has higher attention rates than other platforms. Digital influencer, Gary Vaynerchuck described this in a recent article in the Huffington Post, stating that “If you have 1,000 followers on Snapchat, 900 of them will watch your story.”
And that’s a seriously impressive statistic at a time when email open rates are at 20% and Facebook organic reach is often as low as 1%.
But what exactly is Snapchat?
It is essentially a video and photo messaging app which allows users to capture and send snaps, which are viewable only for a set duration within a 24 hour period, before they are automatically deleted.
So how can this be an effective platform for marketing?
Worldwide, Snapchat’s core users are currently 13-24 year olds, majority female. However, in Ireland especially, this demographic is much broader and includes avid users of all ages, genders and interests. So no matter who you’re business targets, the possibilities are endless if you’re creating engaging content.
Unlike Instagram or Pinterest where your content is carefully selected and organised, Snapchat is much less curated and from a much more realistic viewpoint. The spontaneity of Snapchat is what gives it a more authentic feel and allows your audience to get a different kind of look into your brand.
Here are 5 Ways To Use Snapchat For Your Business.
1. Cross platform activation
Although it isn’t so easy to find and follow accounts on Snapchat, you are certainly able to share your username or QR code on your various social media platforms to bring your existing audience across. Similarly, encourage your Snapchat audience to visit your other social media platforms too. Encourage your audience to follow you on Snapchat for exclusive content that can’t be seen on your other platforms!
2. Exclusive content
Snapchat gives you an opportunity to make your audience feel special in ways other social media platforms just can’t. Direct snaps to one person or a group of selected individuals is only viewable for a set duration before it is automatically deleted. Similarly, snaps that you add to your story are viewable for up to 24 hours before they are gone.
This gives you the opportunity to give something to your audience that they wouldn’t normally have access to and it’s going to feel personal to them. Whether it be a sneak peek of a new product launch or a special offer just for Snapchat users – give your Snapchat following something exclusive to get excited about your brand.
3. Partner with influencers
Similar to an Instagram or Twitter takeover, businesses can partner with on-brand influencers to give their viewers a unique perspective. Taking the time to research some influencers in your niche could unveil a list of possibilities for exciting content to share with your followers.
Partnering with an on-brand influencers gives your audience someone they can relate to and this is a sure-fire way to grab their attention.
An excellent example of this is Irish tan brand, Cocoa Brown Tan. Owner Marissa Carter has her own significant following on Snapchat with tens of thousands of people viewing her video updates every day.
And to boost the brand awareness of Cocoa Brown, Marissa has also formed excellent relationships with with influential bloggers who are keen to promote her products to their large audiences too.
4. Encourage engagement
As with any social media platform, your aim is for your audience to engage with your brand. Snaps on your story will last for no longer than 24 hours, so this is perfect for planning and creating brief yet effective campaigns.
Encourage your followers to view your snaps to be able to screenshot a discount code to use, for example. Get your viewers involved – ask them to snap you their opinions or responses to a question you pose to them. Open up a direct line of communication and become a brand that is friendly and approachable.
Engagement is absolutely key and is the difference between having followers and customers.
5. Know your audience
Ultimately, Snapchat marketing isn’t going to work for everyone – but if your brand caters to the type of people who use the app on a daily basis, you can make it work for your brand.
Understand how your audience use Snapchat and remember that they are primarily using it for fun, so you should be too! Of all social media, Snapchat is one where you can really allow a sense of personality to shine, as it’s much more intimate and allows people to fall in love with your brand.
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