Digital marketers may feel like they’re always being told to leave other social media platforms behind and focus on the next big thing. Lately, that next big thing has been Snapchat, however this is one channel that marketers definitely shouldn’t ignore.
Snapchat is a disappearing messaging app where users can send videos or photos to their followers that disappear after just a few seconds. Not only does Snapchat receive 4 billion video content views per day, it’s also growing within the younger population which is a valuable audience to many marketers.
Here are just a few ways to get started marketing in the world of Snapchat:
Snapchat may have become popular with disappearing images, however now, videos are just as popular as still images on the app. Brands have the unique opportunity to speak to consumers directly (although in short snippets) through Snapchat videos. Marketers should focus on showing a side of the brand that isn’t found on other social media channels.
Snapchat has a much more relaxed, laid-back tone, so marketers can use this to their advantage and show behind the scenes videos, sneak peeks of new products or funny outtakes from a recent promotional shoot. Be creative and let your brand’s personality really shine through with these videos.
If you’re just getting started in the world of Snapchat, a great way to launch your account is to partner with an influencer. For example, a cosmetics company should contact beauty bloggers that have large followings on Snapchat to promote their products and direct followers to your brand’s account.
Luckily, partnering with a blogger is less expensive than working with a celebrity, and consumers tend to trust these endorsements more anyways. Not only will this help you reach an audience of potential customers, it will drive up your follower count so you can continue to advertise to them later on.
Launch a Q&A
Do you have a new product or service that has never been seen on the market before? Or maybe a product that seems difficult to use? If so, Snapchat should be your go-to platform. Because brands can send out short video clips to followers, this is the perfect opportunity for marketers to solicit questions from the audience, and then send out short video answers.
The request for questions should be sent out to all of your social media followers, not just those on Snapchat, however the answers should be pushed out solely through this platform to drive engagement. This tactic will help you clear up any confusion about your product or service while also getting fans involved with your brand.
Tell a Story
One of Snapchat’s features allows users to tell a story to their followers with a series of related pictures. For brands, this means a chance to pique followers’ curiosity with vague, somewhat revealing photos leading up to a large event or company announcement.
Use each of the photos in a story to reveal a tad more information or remind followers to tune into something, visit a website or take advantage of a great discount before it ends. Many brands have already started to use Snapchat stories, including major fashion retailers who choose to use the stories to excite followers about an upcoming fashion show, blowout sale or new product announcement.
Digital marketers, it’s important to remember that Snapchat should be just one component of your entire social media and marketing campaign. Although it is an important platform, it will be most effective when used in combination with other channels.
Nick Rojas is a business consultant who shares his expertise working with startups in publications like Entrepreneur, TechCrunch, and Yahoo. With 20 years of experience growing successful businesses, he has a passion for implementing strategies that foster growth through marketing, sales, and social media.