Fringe social networks, such as Vine or Ello can be hard to understand. Some of them may not even fit your audience’s profile. But, there’s a huge misconception amongst marketers and business owners about these channels, and Snapchat in particular.
Snapchat isn’t just for sending selfies and cat pics. It can be the ultimate tool to promote your local brand or business. Celebrities like the Kardashians have embraced Snapchat to great profit. Small and local business owners? Not so much yet.
According to a recent report, more than 60% of US citizens, with ages between 13 to 34 years old are using Snapchat. And they’re not downloading the app never to use it again. They engage with the platform every day, creating content and interacting with other users. In fact, Snapchat gets 8 billion video views every day.
But what’s in it for my business and how can I use Snapchat to promote my brand?
Here are a few useful tips.
How Savvy Businesses Use Snapchat
Because it’s still rather new, there is no one-size-fits-all strategy. Most businesses are experimenting with content, publishing hours, and campaigns to see what works for them and their audiences.
Most of them use Snapchat for the following reasons:
1. To Build Brand Awareness
With a very young user base, Snapchat is less about boring marketing techniques and more about storytelling. In fact, Snapchat’s most popular feature is called “Snapchat Stories” – and it’s a compilation of images and short videos that last for 24 hours and that allows you to narrate your day.
With a bit of creativity, you can create engaging snaps that increase the reach of your brand. You can also partner with social media influencers to spread brand awareness and grow your local business.
2. To Engage with Their Audience
Unlike any other social media channel, people can only see content for 10 seconds before it disappears. This weird twist is what exactly what makes sharing content on Snapchat so fun and exciting. Users are more likely to engage with branded content knowing that they have only a small window of time to take action.
3. To Showcase Their Human Side
Just because you are trying to build your brand, that doesn’t mean that everything you share must be related to your business. In fact showcasing your human side is an important small business marketing trick. Sharing snaps from your daily routine and showing fans the mechanism behind your product can make your local business feel natural. Remember, people don’t want brands talking to them in a boring, formal matter. They want authentic communication. And, Snapchat is the perfect medium for providing casual content that helps humanize your personal brand.
Four Tips for a Winning Snapchat Strategy
1. Use Snapchat to Deliver Exclusive Content
For years, brands have built their businesses on the promise of secret formulas and magic potions. Today, secrecy is a thing of the past. People are thirsty for authenticity, and they want an inside look at how things are done.
Snapchat is the perfect medium for taking your audience behind the scenes and offering them exclusive content. Take Victoria’s Secret as an example. Instead of simply shooting gorgeous models in lingerie, they give fans sneak peeks at what it means to prepare for a show.
2. Offer Discounts, Perks or Promo Codes
Contests and promotions are an easy way to boost engagement. They give followers a solid reason to open your snaps. If you are offering awesome discounts and deals to your audience on Snapchat, you have a really good chance of converting them into leads. For example, you can offer exclusive deals to followers who take a snap while holding your product.
3. Tease Your Fans
The 10-seconds limit of Snapchat makes many see this platform as trivial and ephemeral. However, the fast-paced nature of the social network is perfect for showcasing new products and teasing your audience.
Share a few teaser images to get people interested in your new product or service. Or, better yet, share bloopers to engage in a fun and honest way with your followers.
4. Snapchat from Live Events
If you knew something that sounds fun and entertaining will only be featured for a few seconds, wouldn’t you be expecting it with more excitement? It’s this sense of excitement and fun coincidence that makes users love live event updates.
Snapchat is a great digital marketing tool that can help you get exposure. However, you should be aware of the fact that this social network is not a fit for everyone. Before jumping on the bandwagon, make sure you can use Snapchat not only to promote your business but to add value to it as well.