Snapchat has shaken up the world: injecting raw, instant uploads into the social media sphere. So why is it not treated with the same respect as other platforms in the corporate world?
Snaphappen, an event dedicated to Snapchat was held for the first time on the Thursday 22nd September at the Magic Roundabout (pretty trendy I know, but would you expect any less from top influencers in the quirkiest communication app?). Although it wasn’t an event run by Snapchat itself, it was run by a bunch of talented snappers with an apt tagline of: ‘by the community, for the community.’
The event tried to turn opinions of Snapchat on their head, encouraging attendees to view Snapchat as a business tool. But is Snapchat really anything more than a fun gimmick used to send dog filter photos to your friends?
1. Snapchat will not generate new leads
One of the major points I got from the event was that you use Facebook, Twitter, YouTube etc. to generate your following and then you can retain your following by engaging with them on Snapchat.
Which begs the question: will this really be a good use of your time? The answer of course is yes! If you are engaging with your market you are encouraging brand loyalty - and although you may not be generating new leads, you must not forget the importance of your existing clients/customers.
2. Your demographic will have to be young
This bit is about to be infiltrated by stats: I apologise. But bear with me for a second…
A survey by Statisa (2016) predicted that 75% of US Snapchat users are between 18-54. Now according to Bloomberg Technology (2016), Snapchat has 150 million daily users. That means that 112, 500, 000 (that’s a whole lot of 0’s) potential customers are accessing Snapchat daily - that’s a bunch of people to engage with!
Forbes (2015) has predicted that by 2020, 50% of the workforce is likely to be millennial. Therefore your demographic is rapidly changing and Snapchat is becoming the place to be! These people are digital natives and as a business you have to keep up with their changing modes of marketing.
3. People like an incentive
Top Snapper Shaun McBride, more commonly known by Snapchat name @Shonduras, used a pizza analogy to state that, ‘people love free stuff!’ It may be the oldest trick in the book but it works! Shonduras vouched for the incredible impact of giveaways citing his work with Samsung, Disney and Taco Bell to name but a few.
If you have a physical and desirable product, Snapchat is a great platform to leverage interest and generate awareness.
4. Large Companies are likely to do well Snapping
Snapchat can be incredibly effective for larger companies, especially if Gatorade’s Super Bowl Campaign is anything to go on. According to Digiday (2016) the campaign got a whopping 160 million impressions on its Gatorade dunk lens.
Large companies will benefit not only in terms of sales, but also in terms of recruitment. Snapper Chris ‘Kubby’ Kubbernus (@chriskubby) advised that filming quirky, behind the scenes footage of your company could generate a real buzz around working for you. Making your business seem like THE place to work.
5. Geofilters are the Holy Grail of Snapchat marketing
Geofilters are the unique overlays that you can put on a Snap in: specific locations, after you have taken the picture, by swiping left. They are a great way to get people to engage with your product.
Brands can design a distinctive piece of art, incorporating brand visuals, promoting your brand image. People can then access the Geofilter at certain locations, which is why you should not necessarily pinpoint the Geofilter at the office - put them where people use them to have the most impact. This way you will get your brand out there in a fun and graphic way.
6. Think outside the box
Don’t just plug people with adverts, the Snapchat community like ads even less than the average person. Incorporate artwork by using Snapchat artists such as Geir Ove Pedersen (@Geeohsnap), they will come up with clever illustrations to create entrancing content.
Check out Geeohsnap’s work for Starbuck’s mini frappucino, ‘so small it defies gravity…’
Snapchat as a tool requires a lot of attention in order to build an effective strategy and a loyal audience. Its ROI is only evident for certain businesses, but you should not be so quick to dismiss it.
Since 2013, business usage of Snapchat has increased by 17% and that figure keeps on rising. Ultimately, the millennials will soon rule the world - it’s just a matter of time before they become corporate heads. I suggest you move with the times.