Snapchat is quite an interesting and wildly popular social media app which allows users to capture moments (photo & video) to share with others in a private manner or publicly through their feeds. The service gained its momentum because of anonymity in what was being shared but before long it became a rich environment for individuals and brands to engage through media.
The start of the year (2016) already showed very promising stats for Snapchat which one could predict to only increase by the end of the fourth quarter. Some interesting stats include:
· More people watch Snapchat videos than Facebook’s
· 60% of all smartphone users have tried the service
· Snapchat has more users than Twitter
So these stats are quite tantalizing for any business that wants to engage with their target audience, wouldn’t you agree? Here are some suggestions on how one could go about doing it…
There’s no beating around the bush on this one because the start of any business effort starts with learning the target audience. The Snapchat users that make up your demographics are most likely wildly different than those that predominantly stick to Web or offline services to find and engage with your business.
Your task is to get in there and simply start learning the platform and your audience. Listen and track what they enjoy sharing and what keeps them interested. Take a look at your closest competitors and keep a file on hand about what type of content they share which can be improved upon and give you a better positioning within the community.
B. Let Go
Unless you’re a large company that can afford to hire social media managers in-house – you should work with individuals or companies that do this for a living. You could spend dozens of hours learning and making mistakes while you skip other important tasks or you could ante up the money and hand it over to someone that knows what they’re doing while you focus on the big picture items.
Social media management services are what you’re looking for in terms of handing over the Snapchat efforts. The companies in this realm of social marketing will provide you with experienced individuals that’ll handle the efforts while providing reports to keep everything on track. A nice bonus is that you can scale up with these companies to explore other areas of social that could be beneficial – keeping everything under one roof.
C. Have Fun
Social is meant to be fun. Yes, it can be a powerful platform to market products and be leveraged into a customer service platform but at the end of the day – people simply want fun and cool content from brands and others; they want to engage and share their stories.
Part of having fun is by trying different approaches with Snapchat for connecting with your audience:
· Try using the app as a way to provide exclusive content to followers. Consider a main account where you share the everyday-type content but then a “club”-like account which may have insider content, exclusive coupons, and the like. Exclusivity makes people want to engage enough so they can be part of the inner circle so use it and have fun!
· Try creating a “game” out of the snaps. Tease the community with trivia or behind-the-scene looks at something that could get them interested such as new info on a product, discount codes, or other big developments. Treat it like a story that keeps evolving based on the feedback and engagement you get from the community.
· Try hosting micro-contests. Get people to caption a picture/video you’ve shared, a review of a recent product/service launch, or whatever fits your business model. These micro-contests can be a spur of the moment type thing (even geo-local) to get people quickly engaging for something easy to reward like a discount, shout-out, or gaining access to the exclusive “club”.
There are plenty other ways to go about using Snapchat in marketing (a great way to learn about it is through monitoring what top brands are doing with the platform); overall it comes down to getting out there, giving it a try, and knowing if/when to hand it over to someone (or a group) that can be dedicated to making the service work for your business.
Snapchat is like any other type of messaging/content platform – people want to have fun and connect – you can’t do that if you’re not there so why not give it a shot?