- On June 7, 2016
- Behing-The-Scenes, Content Marketing, Digital Marketing, Journalism, Media Production, Snapchat, Social Media, Storytelling, Video, Video Production
According to Bloomberg News, 150 million people use Snapchat each day, which surpasses Twitter’s average of 136 million active daily users.
Founded in 2011 by then Stanford students Evan Spiegel, Bobby Murphy, and Reggie Brown, Snapchat has grown at an astounding pace over the course of half a decade, primarily because of its popularity amongst teenagers and those in their early twenties. More specifically, Edison Research has found that 26% of users aged 12 to 24 say that Snapchat is their favourite social media platform.
In comparison to Facebook and Instagram, Snapchat has grown at a much faster pace, and it’s in the best interest of many brands to capitalize on Snapchat before its too late. Below, Social Media Examiner provides five ways in which Snapchat can be integrated into a digital marketing mix.
1. Provide Access to Live Events
Snapchat is perfect for real-time social media marketing because it can give the audience direct access to live events. Marketers can use the platform for product launches, trade shows or one-of-a-kind events. Snapchat gets your audience excited because a different and authentic perspective of an event can be provided to the end user.
The NBA has used Snapchat in a variety of ways including documentation of the NBA Draft, All-Star Game and Finals. At the 2014 All-Star Game, the NBA launched their presence on Snapchat, and fans were able to watch videos from L.A. Clippers star Chris Paul, and up-close snaps of the Slam Dunk Contest.
2. Deliver Exclusive Content
You can also use Snapchat to provide special content to your audience that they might not receive on other digital platforms. Think of something unique to surprise your community with.
Fashion brands like Rebecca Minkoff and Michael Kors have used Snapchat to debut their collections to followers before they hit the runway.
At a Valentino show for Fashion Week in Paris, actors Ben Stiller and Owen Wilson took it a step further and reprised their Zoolander roles as Derek Zoolander and Hansel for a runway walk-off. They even had a “Blue Steel” geo-filter at the fashion show.
3. Offer Contests, Perks Or Promotions
Everyone loves social media giveaways and promotions, so think of ways you can keep your followers coming back for more. For example, you could offer promo codes or discounts to the fans who watch your entire Snapchat story, or ask them to take a snap while holding your product.
GrubHub succeeds in Snapchat community engagement with a variety of promotions, exclusive deals and contests. In fact, they were the first brand to execute a Snapchat scavenger hunt. Each day during the five-day campaign, they asked their followers to post a daily snap, whether it was a food selfie or a food doodle.
4. Take People Behind The Curtain
With Snapchat, you can provide behind-the-scenes content to your community, which helps create and engage a strong following. Show off your company and make sure to have fun with it. Capture birthday parties, Friday afternoons or company outings. The sky’s the limit on showing how your brand differentiates itself with company culture.
Fashion brand and startup Everlane excels at this, pulling back the curtain to educate customers while producing enticing content. They use Snapchat stories to highlight tours of offices, happy hours and manufacturing warehouses.
5. Partner With Influencers
Just like with Instagram and other social channels, social media influencers on Snapchat can help spread brand awareness and reach. By partnering with influencers, you can spread awareness to a demographic that’s hard to reach through traditional media.
Keep in mind, too, that influencers who are skilled with the Snapchat platform can create spectacular video content that can further enhance your brand voice and personality.
Sour Patch Kids partnered with social media star Logan Paul for a “Real-Life Sour Patch Kid” Snapchat campaign.