Why is it important?
Snapchat had over 319 million active daily users as of Q4 2021, with a core user group of teens (Gen Z) and Millennials. It’s an excellent platform for companies interested in targeting the 18 to 34 demographic, with that demographic widening each day. Snapchat users spend an average of 30 minutes per day on the platform, which supports social engagement features and programming like Snap Original shows and interactive experiences. All its attributes generate further user engagement and activity.
Snapchat also provides businesses with unique ways to connect with customers and promote their brands. AR filters, location-specific multimedia, and authentic stories and experiences engage users and reward their brand loyalty.
A Snap’s short-lived nature encourages customers to check back frequently, increasing user engagement. The platform’s “Discover” feature helps Snapchat users find new brands that align with their interests. According to one survey, Snapchat ads also received more visual attention than Facebook or Instagram ads.
How to Use Snapchat
Snapchat was intended to be a casual, fun platform for friends. Brands use Snapchat to put a creative and interactive spin on marketing their products or service. Snaps can create sneak peeks of new products or services, announce sales or promotions, provide behind-the-scenes looks at what’s happening, and provide exclusive content that’s not available anywhere else. The app offers many opportunities to connect with a brand’s loyal clientele on a deeper level.
Setting up a Snapchat business account enables you to engage with your community and create advertising campaigns. These campaigns can drive online sales or use location-based targeting to gain foot traffic.
Getting Started with Snapchat
Snapchat Key Features
Public Stories are a collection of snaps (short videos or photos) that can be viewed for up to 24 hours.
Saved Stories are a permanent collection of your public snaps, photos, and videos that can help Snapchatters learn more about your business and services.
AR Lenses are augmented reality filters that change a user’s appearance or surroundings. Businesses can create and publish branded lenses for users to discover and apply to their snaps. Branded lenses are excellent for increasing engagement while promoting your brand.
Geofilters are location-based filters that can be used when creating a snap. They can include your branding or promotional messaging. Geofilters can help promote store events or product launches, which can draw local attention and foot traffic to your store.
Snapchat Best Practices
The key is to use Snapchat to be helpful and not intrusive. Here are some tips that will help you get the most out of this platform:
Create a business public profile. This will be a single spot where users can discover all of your Snapchat material. Snapchat users can subscribe to your profile to be kept updated on your new content and releases. Set up your Snapchat business profile to include your brand name, logo or avatar, location, and website. Your avatar displays as a small circle, so pick something simple that displays well and reflects your brand. Your bio is limited to 150 characters, so home in on what you offer and how you’re unique in the marketplace.
Make and advertise your snap code. This functions like a QR code, can be scanned using a smartphone or tablet, and lets Snapchatters locate you quickly and simply. You can customize your Snapcode to your brand by adding an image inside the Snapcode’s ghost logo or language around the code. For more brand engagement, you can create unique Snapcodes for sharing branded filters and lenses, unlocking exclusive content, linking to specific web portals, and more.
Make sure your Snapchats are interesting and engaging. Use attractive visuals and publish compelling content. Publish sneak peeks not found anywhere else on social media, like unboxing a new product or preparing for a special store event. Nike posted the behind-the-scenes of a Michael Jordan kid shoes ad shoot. Other ideas could be a Q&A session, demonstrating how to use a product, or a live look at a current event.
Don’t overdo it. You don’t want to spam people with too many Snapchats to the point of overwhelm. A few per week is plenty.
Utilize Snapchat’s unique features. Apply filters, lenses, and stickers. This can help you create fun and creative content that will stand out.
Drive audience engagement. Respond to customer snaps, give behind-the-scenes looks at your business, or host Snapchat-exclusive contests and giveaways. The more you engage with your customer base, the more they’ll continue to engage with your brand.
Focus on authenticity and not perfection. Snapchat is a platform for relatability. People want to see authenticity in advertising; the fleeting nature of a Snap makes it easy to be in the moment. Don’t be afraid to use a Snap to highlight employees, what’s happening right now in your store or workspace, or showcase something your brand is excited about.
By utilizing Snapchat, you can connect with customers in many engaging, authentic ways. Use Snapchat to grow your business and build more awareness for your brand products and services.
