If you’ve only just figured out how to hashtag your Instagram photos, be warned, we are about to enter a whole new realm of social media.
Have you ever heard of Snapchat?
Chances are if you have teenage children or you know anyone under the age of 25, they are going to be on Snapchat.
What is Snapchat?
Snapchat is a popular mobile app that allows you to send videos and pictures to followers that will disappear after a few seconds of the person seeing it.
It also allows you to take a photo or video, write over the top, add a lense, add an emoji, or add some squiggles and then send it to a friend.
Or – you can add the snap to your story and it will be visible for 24 hours.
It was launched in 2011 and has been on an upward trajectory every since then.
The platform is taking off astronomically, and has captured the attention of Generation Z.
And the statistics are clear – if you want the undivided attention of a younger audience, you need to understand how to Snap.
According to comScore data, 64 per cent of smartphone users between the ages of 18 and 24 used Snapchat in late 2015.
That figure is set to increase astronomically.
Brands like Burberry, ASOS, Comedy Central, MTV and CNN all have a presence on Snapchat and are having their videos seen by millions of young people.
And the potential for your brand is huge – it’s live, current, fluid, and multimodal.
Not only does it allow you to reach a younger audience, it allows you to give your followers a behind-the-scenes look, you get real one-on-one engagement, you can easily partner with influencers and you have social proof of your “cool” factor.
Snapchat was once used as an app for picture messaging but it has become so much more than that.
It is a way to tell your story – effectively.
So how can you use Snapchat for your brand, and how can you make it a part of your social media mix?
Have a look at these other examples:
World Wildlife Fund’s #LastSelfie
Inspired by the disappearing nature of the Snaps, the WWF created the #LastSelfie snaps, which symbolises the diminishing population of some endangered species.
NBA and Kevin Durant
The NBA created its own story over the Kevin Durant Most Valuable Player award. The NBA encouraged people to tune in to his speech in real-time.
Grubhub finds a summer intern
Online food ordering company GrubHub used its profile to find a summer intern. The series of six snaps explained how interested applicants could apply.
Audi and The Onion
During Superbowl XLVIII, Audi went with a strategic partnership with Snapchat and The Onion. With the help of The Onion, a number of humorous photos and captions were created in line with typical superbowl behaviour. It resulted in a hilarious series of snaps throughout the course of the game.
NARS new collection
Cosmetics company NARS used Snapchat to release its Guy Bourdin colour collection. Only people who had NARSissist as a friend were able to view exclusive content.
There are also a number of key things to remember when you are developing your SnapChat brand:
1) Showcase your digital narrative
2) Provide value
3) Offer platform-exclusive content
4) Connect with your audience on a personal level
5) Find new influencers
6) Be authentic
7) Incorporate original and snapchat-exclusive content
8) Show the “behind the scenes”
So how do you make this additional social media platform to the advantage of your business? Just ask us: firstname.lastname@example.org