8 min read
If you told me a year after Snapchat released that it would become a big player in the field of digital marketing, I would have laughed. Most people would have done the same.
When Snapchat was in its infancy, it got a bad wrap for being known as a place where any user could share risque photos because of the platform’s disappearing videos. It was an uphill battle for Snapchat to climb, but it strategically rolled out new features that redeemed the platform years ago.
After it launched Snapchat Stories, updated its photo filters, and adding a Discover page, the new benefits of Snapchat completely revolutionized its platform. These changes made its early adopters love using Snapchat even more and started to attract the attention of some of the largest companies around the world.
Snapchat has continued to evolve its platform to fit the needs of its users and advertising clients. It’s known for serving a very specific purpose, so does that mean that Snapchat will be worth the time and effort for your blog and business? That’s what we want to cover today.
After Instagram rolled out their own Stories feature with photo filters and live video, you might be wondering where Snapchat fits into your social media strategy, or if it even fits at all. Before you dismiss the platform, let’s talk about the benefits of Snapchat and the demographics of its users.
Not surprisingly, Snapchat is heavily focused on serving the young crowd. Sixty percent of its users are under 25 years old. Although 23% of users haven’t graduated high school yet, the largest subgroup of Snapchat’s audience is 18-24 year olds, which makes up 37% of its users.
After Vine, a six second video recording app that was popular with Millennials and Gen Z, was suddenly closed down, many of its users flocked to Snapchat. Platforms like Vine and Snapchat have been built for the younger generations, which means the videos are often centered around humor and entertainment.
If you are building a brand with lots of personality, regularly use slang and emojis, and are known for your wit and charm, Snapchat could be a great fit. Users are looking for funny content they can consume in 10 seconds or less. It doesn’t take long to make a lasting impression.
Snapchat has more than 173 million daily active users who watch about 10 billion videos every single day. If video content is your thing, Snapchat is a no brainer. Brands who are looking to interact with customers or audience members and build brand loyalty at an early age can find a lot of potential with Snapchat.
Another key benefit of using Snapchat for your business is that you are able to tell how engaged someone is with your video content based on how long they view your video. You can access business analytics that will show you if users quickly tap through your videos to refresh their feed, or if they are interacting with it by holding the screen with their finger.
Snapchat can offer some of the best engagement-based statistics because of this reason. Not only that, but Snapchat ads are twice as effective at driving customer interest through video content than Facebook.
Snapchat boasts that its users open the app 25 times each day on average. Since Snapchat has built its platform to keep users coming back for more content throughout the day, advertisers see the potential in using Snapchat to drive traffic and increase their brand awareness. Here are a few ways Snapchat does this.
Geofilters are based on your location, so it can be perfect for events (like weddings and sports games) and local stores. McDonald's and Dunkin Donuts have both created fun Geofilters that gained a lot of attraction. If you are looking to run a brick-and-mortar business, run an event, or rent studio space, you can think about utilizing this engaging feature.
Snap ads allow you to capture the attention of your targeted users by using a full-screen video ad as the user flips through other Discover or Story videos. All videos must be vertical and under 10 seconds. The Snap ads platform will give you robust analytics on snap open rate, response rate, engagement, video views, overall impressions, and more.
In this case, Snapchat Lenses are just another word for the photo filters that Snapchat allows people to use in their own videos or photos. Lenses are the perfect way to build brand awareness around an event and allow Snapchat users to engage with your brand.
As a fun example, Pepsi put unique snapcodes on Pepsi bottles so when a Snapchat user bought a bottle, they’d snap the code and get access to an exclusive Lens. This resulted in 8 million shares, one of Snapchat’s best performing ad campaigns yet.
If your target audience is somewhere between 18-25 years old, you’ve hit the jackpot with Snapchat. As users interact with their friends and view the well-stocked Discover page, they also will be looking to bloggers and business owners for highly valuable and easily consumable content. Here are a few tips to keep in mind.
People are following you on Snapchat because they want to see what your day-to-day life looks like. By recording short videos on Snapchat, you’re able to share a sneak peek into the activities of your day. It doesn’t matter if you are working in an office or enjoying a day at the beach; everything can be shared through Snapchat.
Attention spans are growing shorter, and there are video length limits on Snapchat for a reason. With only 10 seconds to make an impact, you’ll want to tailor your message so it can be easily consumed in a more concise timeframe. Bite-sized content is best!
Since you don’t have to worry about the length of your videos getting too long or having a high production value cost associated with Snapchat, you can focus your attention on capturing more content. Since Snapchat is built for in-the-moment content, it’s important to show up every day.
While it’s great to see what you are eating for lunch, it’s even better to know what you are thinking about or creating. Snapchat users love learning quick tips from other users or hearing what they are processing through.
Before you post a video on Snapchat, think about its purpose. Is it to get followers to comment and interact with you in your private messages? Is it to have them screenshot your video and reshare on their own Story? No matter what the action is, think about the objective and what story you are telling before you publish it.
When I think about the Snapchatters that do this well, portrait photographer Asia Croson and artist Paige Poppe instantly come to mind. They are two creative entrepreneurs I connected with in the early days of Snapchat. For a few months, I would watch their Snapchat Stories nearly every day because they were so good at telling the full story of their day.
One of the main things that attracts Snapchat users is the capability of using filters on their photos and videos. Even as a brand, you don’t have to worry about seeming unprofessional if you use a filter. Have some fun with it!
Since Snapchat videos are only available to view for 24 hours, you can create a sense of urgency with a special giveaway or another limited time bonus. This is a great way to engage with your audience during a product or service launch.
One of the most fascinating things about Snapchat is the ability to see where people are in the world. It can be an especially great platform for travel bloggers or business owners who frequently travel and want to share what their day looks like.
If you aren’t going on a vacation any time soon, don’t worry! You can still switch up your environment by shooting a short video at a nearby coffee shop, going for a bike ride, or visiting a co-working space. Changing up the background will help to create more visual appeal for your followers.
Maybe you are convinced that the benefits of Snapchat are worth testing out as a part of your social media strategy. If so, we recommend starting by creating a few 10 second videos each day for your public Story and interacting with your followers’ Stories for a few minutes every day. You’ll find the perfect rhythm with practice.
What Snapchat features are you interested in experimenting with? Tell us in the comment section below.