I spotted a great feature recently by David Moth on Econsultancy on eight brands currently using Snapchat as part of their social media marketing strategies. For anyone not aware, Snapchat is an image based social media platform, where users can send images and overlaid text for short periods of time before they disappear. For marketers, the idea is that it appeals to the increasingly short attention span held by consumers.
The examples are excellent, and well worth a read. Find the feature here.
So should small businesses include Snapchat in their social media marketing strategies? Absolutely, providing that their audience matches up with Snapchat’s core users and they have the means to undertake a strategy effectively.
Who are Snapchat’s core users?
Research by the Global Web Index and published by We Are Social, showed that over half of Snapchat’s users are aged 16-24, showing the prominence of the platform among a younger audience. This means that businesses with audiences of teens and young adults are likely to do well using Snapchat as a medium, as much of this age group are now moving to faster means of consumption in their social media, and turning their backs on ‘older’ platforms such as Facebook.
How would I use Snapchat?
You will need to set up an account, and choose a username. The best way to then obtain followers will be to appeal to your existing audiences to ask them to follow your brand on Snapchat – use email marketing and add the information to your Twitter, Facebook, Instagram, etc.
It is also extremely important to consider what you want to achieve – do you want to offer a sneak preview of a product or service? Or maybe you want to offer a short-term special offer to your Snapchat audience, to push them into making a purchase? You need to be clear in your offering, and use simple to read text and images. Don’t forget that your audience have a short time to read your message before it disappears, so you need it to be instantly understandable, rather than ambiguous (unless of course, this is what your aim is!).
Your ‘snaps’ can be viewed once by your followers, for up to 10 seconds. They then are deleted and disappear. If you want your snap to be seen for a little longer (for example, in order for an offer to be effective), you can set them to be re-viewed an unlimited number of times using the ‘My Story’ setting.
Finally, in order to ensure that your audience reacts to your snaps, make sure you include a call to action. What do you want them to do? Do you want them to take up an offer within 48 hours, or visit your website? Whatever you want them to do, make it clear and make it easy for them to carry out.
Snapchat is a growing form of communication, and is one of the lesser used platforms for business at present. Small businesses can (and should, where appropriate) make the most of this opportunity with strong, well-focused campaigns, and take advantage of the direct contact the platform provides to audiences.