With more than 110 million daily active users worldwide, Snapchat has proven to be a social media powerhouse itself, giving big players like Facebook and Twitter a good run for their money.
According to Edition Research, Snapchat grew as much in one year as Twitter has in four years altogether. And according to eMarketer, Snapchat is expected to surpass Twitter and Pinterest’s U.S. user base this year.
With big brands like Gatorade, Spotify and GE already on the Snapchat bandwagon and finding great success, more marketers are now looking to this mobile-based platform to better connect and engage customers where they live online.
If you’re totally new to Snapchat and have no idea how you could successfully run a marketing campaign with it, here are five tips to help you get started:
- Collaborate With Trusted Influencers
Just like other platforms, you’re likely competing against many other brands for the same eyeballs. So if you want to stand out on Snapchat, you’ll want to look into influencer marketing. Many influencers on Snapchat have millions of followers, and they get as much as 400k views for every Snapchat Story they share.
But unlike a blog or social media post, which can be reviewed and edited before (and even after) publishing, influencers don’t have that option when it comes to their Snapchat Stories. This means you have less control over the branded content influencers create. Of course with the new Snapchat Memories feature, it does give brands more control over influencer content since you can now use saved photos and videos in your posts.
By at the end of the day, it’s still extremely important to work with influencers you know and trust, as they likely would understand your brand story and marketing goals better, and can help you achieve them more effectively. Here are some general tips to help you find and build relationships with influencers.
- Be Authentic
One of the reasons why Snapchat is so popular is the authenticity it brings that might be hard to find on other channels. Because you can’t edit your Stories as much as you could with an Instagram or Facebook post, Snapchat feels more raw and “real.”
And the fact that Stories disappear 24 hours after they’re created, people can loosen up and be their true selves without the fear of leaving a trace on the web somewhere that will come back to haunt them one day.
These ephemeral qualities ultimately make Snapchat more personal and authentic when compared to other social channels like Facebook or Twitter. And this is something brands should embrace if they want to be successful on this platform.
What this means is that, if you are working with influencers, you want to let them be themselves, rather than trying to control how they should appear in their posts. And this goes back to #1, by working with trusted influencers, you can let them communicate and share your brand story in their own authentic way, knowing that they won’t do something you would feel uncomfortable about.
- Be Timely
Given how ephemeral Snapchat Stories are, it’s a great platform to build momentum and promote time-sensitive content, such as product launches or consumer events.
And with the new Snapchat Memories feature, you can even use it to create new Stories from your old Snaps, or combine Stories to create longer narratives.
For example, you may want to do behind-the-scene posts on preparing for your product launch, then with live Snaps during the actual launch, and post-launch posts to continue to engage your target audience. You can then string all these Stories together into a Snapchat Memories post that you can use for an anniversary celebration post a year later.
- Stage Regular Takeovers
Whether your brand is new to Snapchat or not, Snapchat takeover is a fun and effective way to grow your audience and drive awareness for your brand.
Like Instagram or Twitter takeovers, you’ll have someone else, such as an influencer or employee, “take over” your brand’s account and post directly for a few hours or few days.
It’s been proven that influencer takeover is particularly effective in promoting your brand to target audience who has little tolerance for branded content. And with employee takeovers, they’re a great way to showcase your employees and share your brand story through their own words, which effectively humanizes your brand.
- Track Your Stats
Snapchat doesn’t provide the detailed analytics you’d get with Google or Facebook, but it’s still possible to capture valuable data and insights that you need to measure and optimize your performance.
For example, you can set guidelines around when and how many screenshots influencers or employees need to take when they do Snapchat takeovers. That way, you’ll be able to track the number of unique views your posts have received, as well as the number of viewers who saw or took screenshots of your posts.
I hope you’ve found these 5 tips on Snapchat marketing helpful! If you have other Snapchat tips or tricks, please share them below! Happy Snapping!