Snapchat is one of the latest emerging social media platforms that appeals to a millennial audience. When Snapchat was introduced in 2011, it was viewed as a personal platform. It was known for enabling risqué behavior in teens because images and videos posted to the app disappear without a trace. As the app has evolved it’s popularity has soared. Brands are now looking at Snapchat marketing as a vehicle to reach a millennial audience. According to an article by Hootsuite, over 150 million users view more than 10 billion Snapchat videos every day.
There is room for a lot of creativity in Snapchat. It’s a highly visual medium that allows you to post photos and video to your brands “story”. Users find friends and view their stories, and communicate through photo and video Snaps. They can also chat in text messages and can even call and video chat. Snapchat has a guerilla marketing and viral feel, It offers some great tools that can allow you to dress up your video and photos with copy, graphics, filters and more.
Snapchat Marketing Opportunities
To create a Snapchat marketing strategy, consider the following Snapchat marketing opportunities:
Snap Ads – Snapchat offers 10 second long SnapAds that appears between user stories. During the ad, users have the option to “swipe up” to view longer form content, stories, additional video or even a link to a mobile friendly website.
Custom Filters – Your brand can sponsor a filter that users can choose to place over their photos. They are geotargeted, and show up as an option when users scroll through their filter options. These can be targeted as narrowly or appropriately as an advertiser chooses, based on location and budget.
Custom Lenses – A fun component of Snapchat is the ability to take a photo, press and hold their face to unlock a series of custom lenses. These offer the ability to do anything from turn your face into an animated drawing, or add puppy ears and a tongue. Sponsored lenses make sense if you sell a product that could be easily overlayed on a photo. For example a tanning salon could sponsor a lens that allows you to add a tan to your face, or a sunglasses manufacturer could enable you to add animated sunglasses to your image.
Exciting new Snapchat advertising opportunities have just been announced, so expect many more Snapchat marketing ideas to be unveiled. Snapchat is a branding and audience building tool, that allows you to build community. It offers unique solutions for creating customer loyalty rewards, help your followers feel like insiders to your brand, run sweepstakes and motivate customers to buy. To begin using Snapchat, start with a personal account. Once you’re comfortable with it’s function and features, explore Snapchat marketing campaigns and advertising options. Snapchat gives you access to the highly coveted millennial audience - making it worth investigation.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.