With over 100 million daily active users watching more than 6 billion videos a day, Snapchat—the mobile photo messaging app—is one of the fastest-growing social networks around. Of its 26 million US users, 86 percent fall in the 13 to 34 age range. 77 percent of college students use Snapchat daily, and 58 percent say they would purchase a brand’s products or service if they received a coupon via Snapchat. It’s easy to see why you should be adding Snapchat to your marketing strategy, if you haven’t done so already.
Snapchat’s easy-to-use platform is a fun and creative way to surprise and delight your audience while growing brand awareness and loyalty. To get started, here are eight ways you can engage your Snapchat audience:
1. Bring Your Audience to Special Events
Give your audience direct access to a live event no matter where they are in the world. Whether it’s a grand opening, trade show, awards night, or charity dinner, invite your audience to attend alongside you and your team.
During the 2014 All-Star Game, the NBA launched its branded account on Snapchat. Fans could now get up close and personal with players behind the scenes and during the game. The NBA account was so popular that the MLB, NHL, and NFL followed suit.
2. Delight with Exclusive Content
What sets Snapchat apart is its ability to deliver private content that only exists for 24 hours before disappearing into thin (internet) air. The limited-time nature of these posts provides the recipient with a sense of exclusivity unmatched by other social platforms. Take advantage of this capability by offering your followers access to special content they might not see on other social platforms. Try teasing an upcoming product launch to generate buzz around your new offering by delivering it directly to a follower’s inbox.
A great example of this is DJ Khaled’s launch of his online store, wethebeststore.com. Before the launch, he generated significant chatter by sharing design comps and sample pieces with his followers. The pieces featured his signature Snapchat phrases and emojis.
3. Share Your Story
Snapchat’s videos are short and snappy, which make them easy to consume. Your followers can watch your Snap Story while waiting for their coffee, or for class, so they can stay engaged with your brand without realizing it. By creating short stories you can stay at the forefront of your audience’s mind.
Try micro-vlogging about your product or services. Make sure to keep it casual, fun, focus on brand awareness, and do not pitch.
4. Offer Incentives
Who doesn’t love a giveaway? Offer your Snapchat followers giveaways, promotions, and limited time sales. Remember, 58% of college students stated that they were more likely to buy from a company if they received a coupon via Snapchat.
Ask your audience to share photos of themselves with your products for access to exclusive sales. This way you get your followers to share your product with their followers. In the words of DJ Khaled this is a “Major Key to success.”
For inspiration, see how GrubHub, the restaurant delivery service, uses Snapchat to send users special offers, funny doodles, and even job offerings.
Source: Content by Skyword
5. Take Your Followers Behind the Scenes
With Snapchat, you can provide insider content to your community, capture birthday parties, Friday happy hours, or company trips. Showing off your great company culture will help you stand apart from your competitors and add a human element to your brand.
You can even rotate control of your Snapchat between a few trusted employees. Let a developer walk your audience through her day-to-day routine and then pass it on to your sales team or marketing team the next day.
6. Partner with Influencers
Partner with social media influencers to spread awareness to a demographic that’s hard to reach through traditional media. Find an influencer that aligns with your brand and use them to help grow your audience. This could be as simple as an influencer asking her audience to follow your account or it could involve a Snapchat takeover where she can teach mini-classes or create engaging content.
In 2014 Sour Patch Kids partnered with social media star Logan Paul for a “Real-life Sour Patch Kid” Snapchat campaign.
Paul, who has over 700,000 Twitter followers, directed his social media followers to the Sour Patch Kids Snapchat account so they could see his wacky pranks throughout the week.
7. Your Brand – Filtered
Snapchat’s Geofilters are simple to use and easy to create. If you have a storefront, receive foot traffic, or host events, creating a custom geofilter is a great option for your brand. These filters are also fairly affordable and will do wonders for brand awareness.
8. Have Fun and Snap On
Snapchat’s authentic platform can make an impact with your followers and strengthen your brand’s relationship with its audience. It’s important to keep in mind that your followers on Snapchat want to see your brand’s personality. Stay professional and on message but also keep your content “raw.” Encourage conversation amongst your team to come up with creative campaigns and get your team’s “Snap Artist” involved with doodles and drawings. Also, don’t forget to share your Snap Code on your current social media channels to get your existing audience engaged.