With over 100 million daily active users, 86% of which are aged 18-34, is Snapchat something businesses can ignore?
With the 18-34-year-old demographic becoming increasingly difficult to reach via television, print and even other social media, Snapchat could be useful in reaching this audience particularly for the B2C market.
The app is currently one of the fastest-growing social media networks in the US, although statistics show that only 2% of UK marketers are using it effectively. There are many possible reasons for this including its vast difference to other social media platforms, content that only lasts 24 hours and that some users find it silly and confusing.
However, ‘silly’ and ‘informal’ marketing techniques can be a win for your brand especially with younger audiences. Marketing has become less formal over the years and Snapchat offers a fun, more personal approach. Well-known brands and companies including Red Bull, Dominoes Pizza and the New York Times are using the platform to engage with audiences and run promotions.
- 54% of the user base engaging daily
- 8 billion video views a day,
- 9,000 photo’s shared every second
- 30 minute’s average time per day spent on the app
Businesses are using the app to run campaigns and promotions for example, a yogurt shop, 16 Handles based in New York did this using a three step technique.
Step 1: Customers would take an image of themselves tasting 16 Handles yogurt on-site to the company’s Snapchat account.
Step 2: The company would automatically send a Snapchat image of a coupon back to the customer’s account.
Step 3: The customer can only open it when they are at the till ready to pay as it expires within 10 seconds of opening
This method allowed 16 Handles to introduce and promote their business, brand and products to a wider audience through their existing customer base for a minimal spend.
Leading up to your event, you can use Snapchat to update your young followers using the “story” feature. Using this feature, you can create a series of videos and images showing the progress of the preparation for your event, the teams working on certain aspects of the event and why those will be activities attendees will not want to miss. Alternatively, you could use it to create a short ad for your event.
During your event, you can use the app to document activities on the day, ideal to keep those who can’t attend for whatever reason informed. Your attendees are also a crucial component to marketing your event using the ‘Our Story’ feature on the app you can use their photos and video’s to create another perspective of the event. By using location technology called ‘geo-fencing’ only those at your event can contribute to your story, which relieves some of the burden of creating content constantly for your non-attending followers. Encourage your users to contribute through for example, contests for the best snaps.
Following the event, you can send out requests for Snapchat reviews and feedback from your followers.
For Brand Recognition
Brands from different industries are using Snapchat to reach their target demographic, connecting with fans and customers in a low-cost, personal and engaging way. One of the best examples is a multinational conglomerate corporation called General Electric. They have used the app to showcase and play on their ‘geeky ‘personality and to encourage interest in science. They use it to answer science questions in a fun but concise way, and have even developed an emoji science curriculum, which they established along with the National Science Foundation. Although it may seem a bit extreme it is effective in creating interaction with their target audience and increasing their followers on all social media platforms