When Snapchat was launched in 2011, it looked more like a fun tool and many people thought that it is just another messaging application. But time has proved that it is more than just a messaging tool. Snapchat is an application that uses the messaging interface to communicate with others.
From just 46 million users in the first quarter of 2014 to more than 191 million users in the first quarter of 2018, the messaging app has come a long way in a time span of just five years, Statista reveals. The source also shares that 60% of the total number of users constitute the people under the age of 25.
The app is particularly popular in the American market. Here some other interesting facts of the messaging app regarding the American region:
Taking into consideration the aforementioned statistics, a business can’t afford to underestimate this app that caters to such a phenomenal number of audiences. But this is just the icing on the cake as this tool has some more cool features to offer to the businesses. Here are some of the facts to prove the viability of this tool for the business:
According to a report by CNBC, advertisers spend $90 million dollars on Snapchat in the year 2016. L2 Inc. reveals that 64% of marketers have an account on Snapchat. On the other hand, Snaplystics ranks video (57%) as among the poplar form of content on the app.
According to the United States Securities and Exchange Commission, total ad spending on Snapchat is going to increase $767 billion by 2020. Aytm shares that more than half of the American (55%) say that they follow one or more brands on the platform.
Let’s now delve deeper into how your brand can use Snapchat to promote their products and services to get the attention of their leads:
Snapchat is an app that is used more for making personal networking. So there is a human element to this app. So when you use this tool for the business purpose, you have to bring out the human side of your business. What you need to do is show the people ‘behind the scenes’ photos and videos of your company and let them know about the people who work for you.
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MTV is one business that understands the essence of Snapchat marketing, i.e. engaging the interest of people. That is why the brand uses the behind-the-scenes videos of its shows. People love to see the celebrities doing the retakes and goof-ups and this is what keeps them hooked on to the show.
Snapchat uses the visuals to market your business which makes it a good tool for brands to pitch their brand story. According to One Spot, 92% of consumers want to read ads that use the storytelling technique.
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Taco Bell was quick to respond to the psyche of the audience as the brand uses storytelling to share with its audience the highlights of its different events.
The brand has an in-house team of social media marketers who post content on the “Stories” section of the application. Jozlynn Rush is a Senior Social Media Specialist at Taco Bell and describes Snapchat as a nifty tool that offers the storytelling approach to interact with the audience.
When it comes to Snapchat, you need to take a holistic approach and promote all forms of your content. You should use this tool to share the links of your blogs, promotional videos, ebooks, podcasts, and webinars etc. What you can do is share in your snaps a shortened version of the links that the followers can easily remember. You can use the link shorteners like Bitly or Google Link Shortener.
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In this image, Foundr Magazine shares the Bitly link of the behind the scenes of the media company. The company aptly uses the short link in the snap to let it followers see the interesting moments of making a show.
Snapchat is an apt application for brands to drum up sales of offers that come with an expiry date. Since the application is based on the “self-destruct” mechanism, it will create a sense of urgency in the audience to grab a time-sensitive offer. To make it more interesting, you can even gamify the process.
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For example, you can turn it into a quiz contest where the users will be following a link to answer questions to get a coupon code. If they successfully complete the quiz, they will know the coupon code that they can show the business and get meaty discounts.
Influencer marketing is on the rise. Influencer marketing is going to be the key factor in the majority of marketing efforts in the next three year says Statista and we can’t agree.
The example of Indigenous Media deserves a mention here. In 2016, the production company roped in Andrea Russet, a YouTube celebrity, to act in a film to promote its studio on Snapchat. Both of them struck a chord and created a sort of short film which they named “Sickhouse”.
The film is shot with a handheld camera and it shows the real-life story of Andrea Russet and her cousin Taylor who plan to visit a haunted house which was a subject of many local lores. The film follows the story of these two people and shares the short clips of their expedition. The film became an instant hit and attracted the attention of the many people to the brand.
As mentioned in the intro, the majority of Snapchatters are under the age-group of 24 which means you need to tweak your snaps to hook the attention of those youngsters who will be interested to share your snaps. This is particularly applicable for the brands that sell to a younger group of people.
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Mondelez is one brand that is banking on the young snapchatters to sell its products. In a bid to attract the teenagers, the brand turned to Snapchat and shared what it called “Real Sour Patch Kids”. They are different types of characters that the company posts under the “Stories” section of the Snapchat to promote its candies.
The candy brand used the emojis to give different avatars to a character. The campaign was immensely successful and lured more teenagers into buying the candy.
Snapchat is a cool app for any brand to promote their products and pull in their target audience. The aforementioned are some of the ways brands can use this incredible tool to increase their outreach. Hope they help you tap into the potential of this powerful marketing tool.