Snapchat is still somewhat new to the social media scene. Yet, it has grown to be one of the biggest competitors for users’ attention. It’s an app known originally for its popularity among pre-teens and teenagers as a key instrument used for taking bad selfies. Its appeal is in the fleeting existence of the pictures sent. This provides a sense of intimacy, as well as a more personal way of communicating than offered by Facebook, Twitter, or Instagram.
The usage amongst youngsters has spread like wildfire. Snapchat has seen a growth in a 40+ demographic as well, likely out of a desire to stay in touch. Regardless of the motive, Snapchat’s 100 million daily active users spend an average of 25 to 30 minutes per day on the app. This says a lot for an app revolving around ‘snaps’ sent with the longevity of 1-10 seconds. Thus, making it pertinent for businesses to utilize this new channel of communication in order to stay relevant.
According to TIME Magazine, a Nielsen study commissioned by Snapchat showed that the app reaches 41% of 18 to 34-year-olds in the U.S. On the other hand, the top 15 TV networks in the country reach just 6% of people in the same age bracket. This is just another reason to prove how Snapchat is crushing their competition. It’s one of the most popular platforms.
Snapchat offers numerous features that you can tailor to your brand. This will give you access to a whole new form of advertising.
GEOFILTERS
One of the most popular and easiest ways to get your brand “out there” for users to see. This tool is accessible to anyone and visible for all Snapchatters in the geographical area of your choosing. There are two kinds of geofilters: free “community” geofilters, and “on-demand” filters at cost. Fundamentally, you create a design or “border” that users can put on their pictures when they swipe in your given area. You can make geofilters for an allotted amount of time for things like holidays and events. Or, create long-term geofilters for a business or area that users can access at any time.
LENSES
Unlike geofilters, lenses are an active feature used while taking the picture or video. This feature can be costly, charged at around $450,000 per sponsored lens on “normal days.” While this feature may seem pricey it can be a key component in creating brand awareness as the lenses are, well, literally in your face.
DISCOVER
Snapchat Discover is more of a news platform, showcasing channels such as CNN, BuzzFeed, and Vogue. Throughout these channels, brands can create Snap Ads, pictures or videos lasting up to 10 seconds long. As these ads are displayed in full-screen effect, a brand should be sure to keep their ad entertaining. One of the most ingenious ways of doing so is to make the ad interactive. This was done by Gatorade when their marketing gurus came up with the idea of an old-style game that users could play directly in the app for the U.S. Open.
MEMORIES
A new key feature of Snapchat has been the initiation of “memories,” which is essentially the use of the camera roll. Memories is a storage locker in the app itself. Users can upload and edit pictures or videos from their camera roll, and then send to individuals, or to their story. Businesses can take advantage of memories because it gives the opportunity to polish whatever you want to post. It also allows businesses to use the same ads they’re using for Facebook, Instagram, and other platforms. You can upload these graphics or ads to the camera roll. Then, they’ll put it on their Snapchat story for all of their followers to see.
STORIES/RESPONSES
Quite possibly the most crucial aspect to promotion through Snapchat, creating stories for your followers to watch that are visually appealing and intriguing is critical. One way of attracting more views is to put coupon codes or passwords for a discount, promotion of a free product, or anything fun. That will keep your audience coming back to watch your story. In addition, responding to any Snapchats you receive, or sending out Snapchats to all of your followers will create a feeling of individuality and connectedness within your brand.
