While the whole world watches Snap stock to see if the recently IPO’d company will rise or fall, smart companies are using the social platform to reach new audiences. Snapchat entered the world of social media with a bang, offering something no other platform had dared: transience.
While Facebook and Twitter were hard at work making sure every word and image shared on the platforms were catalogued and saved forever, Snapchat was busy deleting everything after 24 hours. The risky move gave messages an air of urgency—something marketers quickly took notice of.
That urgency helped drive Snapchat into one of the largest tech IPOs in recent history, and it’s made Snapchat a favorite among companies aiming to reach particular demographics—specifically those aged 18-29.
If you’re not sure how you can market with Snapchat, we have a few tips to get you started.
Identify Key Influencers
Getting consumers to follow brands on Snapchat isn’t as easy as getting them to follow their favorite celebrities and social media stars. That’s why influencer marketing is such a popular tactic this year.
Start by seeking out Snapchat celebrities and influencers that would most likely use your brand. Remember that, while celebrities may have larger follower counts, they may not be the best option for reaching your target audience. Relevance is better than high numbers.
Share Promotional Events
What better way to ensure a promotional code or coupon doesn’t slip through the cracks after a sale ends than to share one that disappears after a few seconds? That sense of urgency will have buyer clamoring to catch your coupons when they show up in their feed.
These codes or coupons could be redeemed either in person for brick-and-mortar retail businesses or online for ecommerce shops. Simply announce the promotion, let buyers know when to watch for the deal, and then watch as your followers jump into action.
Engage Your Followers
Social media isn’t fun for users if they don’t experience engagement. You can get your followers in on the action by featuring them in your stories, sharing user-generated content, and simply responding to any Snaps you receive from your buyers.
When GrubHub used Snapchat to promote a giveaway, they experienced a 20% increase in followers—all who joined in the fun with user-generated content in an effort to win.
Provide Exclusive Content
Whether debuting new products or sharing brand stories, Snapchat is a great way to share exclusive content that can’t be found anywhere else. You can also give users an inside view of special events or interviews with your influencers and celebrity endorsers. The very nature of the disappearing posts means that only those who are tuned in and engaging with your brand at the time of the post will receive the information.
Perhaps limited audiences seem counterintuitive to marketers, but it’s important to remember that relevance is key. Rather than boosting your post to Facebook for thousands of uninterested users to scroll past, wouldn’t you rather speak to ten people who love your brand and are ready to buy your products?
As you can see, there are quite a few ways to market with Snapchat. In fact, we’ve only barely scratched the surface. If you’d like to discuss new ways to reach your target audience, give us a call.
