Soon after its launch in 2011, Snapchat quickly gained a reputation as the app where teens send questionable photos to each other that eventually disappear. Just over 5 years later and it boasts 150 million users, over 5 billion daily video views and has been valued at about $18 billion dollars. Yet many companies still haven’t embraced the app, relying on the outdated presumption that it’s not relevant for their business or target market. Yes, photos and videos still disappear. Yes, most users are still young. But Snapchat is all grown up.
Where does this leave your business in determining whether or not to jump on the Snapchat bandwagon? Before deciding whether or not to invest time or money into this highly-engaging storytelling platform, there are a few questions you should ask yourself:
Is Your Ideal Customer There?
Most likely the answer is yes. On average, 60% of users are between the ages of 13-37. However, 17% are over 35. In just one year, from May 2015 to May 2016, Snapchat’s daily video views grew from 2 billion to 10 billion, according to Bloomberg, making it the fastest growing network. Even if you’re not actively targeting younger people, the more you can get in front of them now the more likely they are to consider you when they ARE your target audience.
Do You Have a Reason to Crash the Party?
Authenticity is key for brands playing in social, and especially so on Snapchat. If you have no products, services or natural brand hook that will resonate with this younger audience, don’t force it. Think less about how you’ll speak to your offerings and more about how you’ll PLAY with your followers on Snapchat. Very often, brands on Snapchat are not pushing their own messages, but rather using the platform to show their fun side. Are live events a part of your marketing? Consider creating an On-Demand Geofilter for your brand. When your Snapchat-using attendees scroll for a fun filter, they’ll see yours as an option. It’s a great opportunity to encourage people to engage with your brand in a completely authentic way, and you can measure RIO through the number of uses and impressions of your geofilter. Another great way to provide value on the platform is to offer coupon or discount codes exclusively for your Snapchat followers. While you can’t link them off the platform, you can track how many people used the exclusive code.
Can You Maintain Brand Consistency?
With social media network it’s important for your brand to fit within the ecosystem and existing culture. You can’t post the same exact content to Facebook, Instagram and Snapchat and expect success – you have to know what people are looking for when they visit that platform and tailor your content accordingly. However, it’s essential to maintain your branding. Can you create humorous, off-the-cuff, behind-the-scenes content on Snapchat without altering what your brand stands for? It’s a fine balance of avoiding putting your branding front-and-center, while still keeping the connection to what you actually sell or do.
Do You Have the Resources to Support It?
The good news here is that it doesn’t take much, and there are tons of different options. First of all, since your content disappears after 24 hours, there is no real need to maintain a consistent schedule for posting. Post when you have something going on and not when you don’t. Second, one of the best ways to utilize Snapchat is to put it in the hands of “brand ambassadors.” Different industries will approach this differently, but look to your employees, local influencers, or anyone from the company who’s traveling for work to do “takeovers”. Find out where the most exciting moments are happening within your company, and enlist those employees to help, even if they aren’t on your social marketing team. And if you do have the budget, Snapchat recently increased its targeting abilities to provide advertisers even more ways to effectively reach their audiences. Brands are taking note and investing in the platform – according to AdWeek, Snapchat will reach $1 Billion in ad revenue by the end of 2017.
Taking all of this into consideration, the answer for most brands should be a YES to Snapchat. There are exceptions of course, but with the massive amount of creative options the app provides combined with the fact that consistent participation isn’t required to effectively reach audiences, there’s most likely a strategy that will work for your business. Let us help – Team 624 Communications can help you determine a strategy for how to best use this platform to drive your business goals. Just give us a shout for a free consultation!