When you think of Snapchat, you may be taken back to when the platform launched. Initially, the hype around Snapchat stemmed from the ability to send a photo or video that vanished into thin air after 24 hours. This provided the perfect opportunity to send a silly selfie to your mate without giving them the power to save this selfie (without you being notified). Fast forward ten years and Snapchat seems to have been neglected by many marketers. Here is why I believe Snapchat should be utilised.
According to Statisa (2020), there are over 230 million active daily Snapchat users. Half of these users are ages 15-25; why is this important? Well, sadly, when it comes to content, there is no one-size-fits-all. You are almost guaranteed to have differing opinions on the content you post. Some may love it; some may hate it.
However, having a predominantly younger demographic on the app enables brands to tailor their content to suit this demographic. If your audience is typically above the age of 25, Snapchat could be your key to reaching a younger audience.
Every brand you follow has probably established itself on Facebook, Twitter, and Instagram. But, it is much less likely for them to have established a Snapchat audience. Having a brand presence on Snapchat could not only reduce competition but allow your brand to post different content and interact with users.
Other brands opt for a behind-the-scenes approach on Snapchat, showing users what goes into the content they see. This has been a successful way to engage followers who have a strong interest in the brand. On the surface, this may appear a bit bland. However Ben Foster is a prime example of how successful behind-the-scenes content can be, as he has revolutionised the Youtube game by showing fans an inside look at a footballer’s matchday.
Late in 2020, we saw Snapchat following in Instagram’s footsteps by adding a TikTok equivalent to their platform. From a brand perspective, if you are making TikToks and Reels already, why not try your arm by posting this content onto Spotlight? You may hit gold. This can help you reach virality and attract a new, younger demographic to follow your brand.
Snapchat also allows brands a public profile: a place to showcase their best content prior to users subscribing. This is unique. It enables brands to highlight what they are all about and enticing users to click that subscribe button.
Finally, lenses: a way to get users to use your custom-made lens whereby your brand is essentially incorporated into augmented reality (AR) 3D enhancements to live real-world environments as viewed through the Snapchat mobile app, which allows users to send and receive ‘self-destructing’ photos and videos.
The World Lenses feature applies cute, cartoon-like 3D emojis to the user’s screen. Pepsi Canada showed just how effective Snapchat can be for a business. They placed scannable codes on their products which enabled Snapchatters to access these lenses. This campaign reached a whopping 8 million Snapchatters. More on this campaign be seen here.
Another example of a successful Snapchat campaign can be seen here with Visible, who utilised a mix of ads and lenses to achieve success on the platform.
It seems Snapchat isn’t stopping there with their new features either as it has recently announced “On May 20, 2021, we’ll be streaming our Snap Partner Summit and would love for you to join to hear the latest about new products, features, and partnerships across our AR efforts, platforms for creators like Lens Studio and Spotlight, and platforms for developers like SnapKit, Minis, and Games.” The full article can be found here.
Snapchat is much more than the app where images disappear now. It has become a platform where brands can explore a wide range of features to entertain existing subscriptions whilst also attracting new subscriptions via the discover feature.
The potential, stemming from reduced competition, to increase brand awareness- combined with the ability to target a younger demographic- is why I believe Snapchat should be a focal point within a digital strategy.