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Creating a comprehensive marketing strategy on Snapchat

Amanda Stoneman — March 17th, 2017
Snapchat yellow branded background image

Snapchat has about 100 million daily users, but brands are not actively leveraging the social media platform to reach younger audiences. If you’re willing to put in the time and effort to create an effective Snapchat marketing strategy, the rewards could be significant.

Did you know Snapchat boasts nearly 100 million daily users? And millennials account for more than 70% of those Snapchat users: 26 million 13 to 17 year olds, 37 million, 18 to 24 year olds and 23 million 25 to 34 years old. If this is your business’s target audience, you need to learn how to actively leverage the ephemeral social media channel to reach younger users and expand your consumer base.

How do you start to get intentional about Snapchat?

First, you need to determine what you want people to understand about your business. You’ll want to showcase interesting aspects of your business that people don’t already know. You’ll also want to show a more authentic side of your business, the people behind your business and how you treat customers. Then, you should start on a project basis. Think of one to two initiatives that would tell the story of your business. Start simple: don’t try to overwhelm yourself by feeling a need to post every hour.

Understanding Snapchat and its users

If you want to create effective, long-term marketing strategy for Snapchat, it’s best to understand the platform and its users. Snapchat is a photo and video messaging app available on mobile devices. It has quickly grown in popularity because it’s a fun, non-permanent communication option. The app’s content will disappear in a matter of seconds or over the course of 24 hours. Snapchat users are watching about 10 billion videos a day and the platform ranks first in daily usage by high school seniors.

Elements of a great Snapchat initiative

  • It should be spontaneous and fun.
  • You should be asking for engagement, not trying to sell a product.
  • There should be a good combination of both photo and video – music is also a plus!
  • Speak the Snapchat language and be in the moment – don’t post a video you’ve already shot.

Using the appropriate voice and tone

Snapchat users will notice unauthentic content with ease so make sure you portray your business as casual, trendy and hip while using this social channel. If these don’t resonate with your business, then a Snapchat account might not meet your needs. This is not the place to sell users on your business, just be authentic and speak the Snapchat language to maintain a vibrant community on this platform. Your content should be fresh, personal, instant and visual.

Snapchat content image

“Snapchattable” content

  1. Live Action – Snapchat users like to see content that’s happening in the moment. Give them inside access to your business. They’ll appreciate an exclusive or behind-the-scenes look at what makes your business great. Give your brand a personality and share it with your followers.
  2. Takeovers – Let the people of your company be your voice. What’s an average day for the CEO look like? Have an employee showcase why your business is a great place to work. Ask your best customers to explain why they love your business. Learn how to leverage your community.
  3. Product Demos – Show off your products in an authentic, fun way. Give product demos on Snapchat but make sure it’s unique and try to add some humor. Maybe come up with creative ways to use your product other than the intended purpose.
  4. Business Tours – If you want to bring your customers to your business, show off your location in a Snapchat story. In addition to promoting your storefront or restaurant, you can entice users in the surrounding area. What can people visit or see after they visit your shop?
  5. Events – When you host a special event, share it with your fans. You can use the Snapchat story feature to show clips of different aspects of the event. Whether your company is doing community service or launching a new product, ensure your potential customers are involved.

Tips and tricks for mastering marketing on Snapchat

    Do’s

  • Create an account
  • Use filters and stickers
  • Go behind the scenes
  • Be mindful of sound
  • Create geofilters
  • Set alarm to save story
    Don’ts

  • Post long stories
  • Forget to turn up volume
  • Record horizontally
  • Get caught saying, “Go”
  • Make it all about you
  • Think you have to tackle it alone

Snapchat takes time, resources and energy to create content that will go away.

Be realistic about what it takes to execute a successful and effective strategy for the platform.