Some marketers and brands are afraid to experiment with new marketing platforms because they aren’t sure how it will fit into their usual marketing mix. Snapchat has grown from being a photo and video sharing mobile app into a marketing tool that can’t be ignored. So what can your brand use Snapchat for? Customer engagement? New sales? What are the benefits of sending Snapchat messages as opposed to other platforms?
Snapchat started in 2011; and is no longer the hub of just cellphone-savvy teens. Now, it’s being used daily by marketers who want a new way to reach their target audience. Snapchat (which recently went public) reaches over 40% of 18 to 34 year-olds in the US. Crazy right? This app is insanely popular, and therefore can make for a great addition to your marketing mix as an opportunity for impressions and brand awareness.
If you’re not familiar with Snapchat, it’s an app where people or brands send photos and videos—called Snaps—to their friends and followers. Each message can be viewed for up to 10 seconds before they disappear, so it’s important to get to the point quick! Fun filters, face-swapping photo effects, captions and more are why Snapchat works for marketing.
Why Your Brand Should be on Snapchat
Snapchat is no longer a platform for teens; more and more people are joining the platform. So you may want to try it out if your target audience is one adopting the channel. Plus, Snapchat ads get more visual attention than YouTube, Facebook, and Instagram!
As Snapchat says:
“Over 150 million people use Snapchat every day to Snap with family, watch Stories from friends, see events from around the world, and explore expertly-curated content from top publishers. Every day, Snapchatters watch over 10 billion videos and spend an average of 25-30 minutes on Snapchat. In short, Snapchat is about great storytelling — our stories, and yours.”
You know customers are relating and buying based on the stories you tell. When you advertise on Snapchat, the ads show up in between Snapchatters’ stories. Ads are skippable, and aren’t inserted into the stories themselves. However, some ads will appear full screen when Snapchatters transition between stories.
As you know, I believe that every piece of marketing you have should always answer what’s next for your consumer so with Snapchat ads, you can choose what actions users can take when they swipe up on business content. Some options you can have buyers do is send them to see an extended video, visit a website or article (all without leaving Snapchat), or if you have a mobile app ask them to install it.
Ready to add Snapchat to your marketing mix? Read my breakdown of how to be successful with Snapchat for marketing.
How to Make Snapchat Part of Your Marketing Strategy
First, think of your marketing goal: Are you wanting to build awareness? Increase brand engagement? Add to your sales funnel and close more business?
Using Snapchat Ads to Build Brand Awareness
Advertising on Snapchat is a wonderful way to get the attention of your ideal audience. Brevity is key as you have 10 seconds to showcase your brand in a full-screen, vertical video.
Since the ad itself is short, the goal is to be engaging enough to get Snapchatters to swipe up (their version of click through) to view more detailed content from you such as a blog article, longer video or trailer, visiting a landing page or installing your mobile app.
If you add something that ads value, shows your brand personality, and starts the story, then Snapchatters are more likely to swipe up to see more from you giving you the brand awareness you’re after!
Promote Engagement with Geofilters
Snapchat has two types of Geofilters that you can take advantage of: On-Demand Geofilters or Sponsored Geofilters. These are a wonderful way to bring in new business because when Snapchatters in the area of your choice take a Snap, they can select your Geofilter to explain where, when, and why they took their pic.
For example, if your candy shop is having an Easter event, Snapchatters can show themselves eating candy and add your geofilter to let their contacts know where they are and who’s candy they’re loving! The On-Demand Geofilter (which is significantly less expensive than the sponsored geofilters) would certainly work here.
Increase Purchase Intent with Sponsored Lenses
Snapchat Sponsored Lenses offer the opportunity to play with your interactive ad. Snapchatters press & hold their faces. Then the lens will give instructions on what to do next like ‘blow a kiss’ to trigger an animation. This gives chatters a fun experience that they can share as part of their story or pass along to friends. According to Snapchat, chatters will on average “play with a Sponsored Lens for 20 seconds.”
So if you’re a personal trainer and you want clients to know how those muscles will look after they work out with you, then a sponsored lens is the way for them to find out!
Snapchat is a fun new channel to add to your marketing strategy. Pretty much the opportunities to tell your story are endless: create a unique Snap Ad, engaging sponsored Geofilter, or even give your prospects a sponsored lens that shows off your brand’s personality. Telling your brand story effectively on Snapchat can help you meet and exceed your business goals.
Charisma Communications is a Tampa full-service marketing firm. Contact us for help with telling compelling stories on Snapchat or other social channels to engage and retain your clients.