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Short attention spans and the need for instant gratification have proved the millennial generation a hard group to market to. It’s a totally new world of one-click shopping and trends that are over before the work week even ends. How can your business succeed in reaching this fast-paced generation? Enter: Snapchat.
Snapchat is an informal way of marketing your brand. It’s best used for behind-the-scenes information and marketing to younger audiences—we’re talking the under-25 crowd. Approximately 78% of 18 to 24-year-olds use Snapchat.
Snapchat differs from Facebook, Instagram and Twitter as it runs on a time constraint. After 24 hours, stories disappear, and once an individual Snap is opened, it vanishes forever. Because of this, Snapchat is effectively used in conjunction with other well-established campaigns on more widely-used social media platforms. Think of Snapchat as a supporting tool to other already well-followed accounts.
Brands with a younger target demographic will have the most success with using this platform, as Snapchat is expected to pick up around 2 million users under the age of 25 in 2018. It helps to bridge the gap between brand and customer, allowing the customer to feel as if they are a part of the company—something that is becoming increasingly important with millennials who want transparency.
Brands focused in the fashion, beauty, food and lifestyle industries are best suited to use Snapchat, providing the best behind-the-scenes material. Plus, these brands are usually targeting a younger demographic (and usually contain material that is interesting to consumers).
The idea behind Snapchat was originally a reaction to the appearance of perfection created by other social media, such as Facebook and Instagram. It seeks to counteract the “edited lifestyles” portrayed in these social networks. The Snapchat stories are quick little bits of raw and unedited life; they are spontaneous and unplanned.
Because of this history, it is important to keep the stories quick. No millennial is going to sit and watch a two-minute video when there are hundreds of other stories they could be watching. Stories can be used to show “a day in the life” at a company, display new ideas or products or host a Q+A session—but don’t mistake this for customer service! Answering consumer questions is important, but having strong customer service to deal with problems is still imperative. Using fun graphics, stickers, filters and text will help to keep the content spur-of-the-moment and engaging.
With new updates to Snapchat in 2018, business stories are now separate from private stories; however, ads still play between private stories, and filters are accessible to all accounts.
If your company is hosting a special event, setting up a Geofilter for the time period might be benefitable. You can design the template easily (now even on your phone in the Snapchat app!) and upload it to Snapchat for a quick approval. It is best to keep your design around the borders, so people can easily frame their pictures with your filter. Snapchat still favors portrait orientation, so your image will be higher than it is wide. The graphic needs to be 1080 x 1920 pixels if you are designing it on your own and not on the app.
For the Toledo Mud Hen’s Opening Day this year, we created our own Geofilter to generate excitement for the event, as well as promote our creative. It gave our clients and friends a fun way to engage with Opening Day and our brand socially.
Filters can be set for specific time periods and locations, and costs vary based on these parameters. The best part about the filters is that not only do they reach the Snapchatter, but if they post it to their story, the filter reaches all of their friends, multiplying your exposure—sometimes 100x over!
For smaller businesses, Snapchat Ads are the best way to go. They appear in between friends’ stories and Snapchat-curated content, just like any other story would. These ads take up the whole screen from 3-10 seconds, consuming the user’s full attention.
There are four options for a video ad:
Research conducted by Media Science found that Snapchat video ads provided more than two times the lift in purchase intent compared with other forms of social media ads. And it’s easy to see why—these ads can link directly to product pages where it only takes a few more clicks to purchase.
While the analytics in Snapchat’s effectiveness have been hard to track, no negative results have come out of its use. Connecting with your customers on a more personal level can only benefit you—and your brand—in the long run.
It is important to note that while Snapchat has seen success, it should only be utilized by the right brands—those whose demographics and products fit within the parameters. Using it just for sake of being on Snapchat will result in wasted time and budget, plus frustration.
Think that your brand could benefit from a presence on Snapchat? Contact the social media team at CG. We provide social media content creation and management services that can help your brand create an engaging social media presence.