Connecting with Snapchat

October 2016

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Snapchat is arguably today’s fastest-growing social network. Thanks to the Kylie Jenners of the world, the platform now has more than 100 million daily active users. On average there are a whopping 400 million snaps sent every day. Snapchat stories, which last only 24 hours, are a series of snaps strung together to create a video narrative. There are more than one billion Snapchat story views every day, so it’s no wonder this power player in today’s social sphere is supposedly worth a cool US$20 billion.

Many brands and content creators who are ahead of the curve are using the medium to produce daily stories that engage and excite consumers. Understandably businesses may be hesitant at first to use what is really a millennial-driven platform. However, there are many ways brands can make use of the channel to gain greater reach while accessing an untapped audience that is much tougher to reach via traditional media.

Snapchat enables businesses to connect on a more personal level with audiences while growing their overall brand awareness. Examples of engaging with audiences on Snapchat can include allowing users access to exclusive, real-time events (more than any other social platform, Snapchat is perfect for real-time social media marketing), offering perks (everyone loves a social media giveaway) and partnering with a blogger, vlogger or influencer, which will also add to a brand’s credibility.

Brands must be aware however, that standard marketing tactics don’t work on Snapchat. Users have to be extremely creative which of course means a big investment in time is needed to manage it. Much like other social platforms, Snapchat success lies in the user’s ability to update content frequently. Note that this content should be engaging and relevant to a given brand’s personality.

While all this is much easier said than done, before leaping into the Snapchat stratosphere, why not start by checking out what some other local businesses are doing on this channel, such as Maybelline, Burger Burger, Sly Guild or ZM. Do your research, find some inspiration, plan some initial content and you’ll be set to go.

Paloma Harvey