Snapchat’s more than 173 million daily active users watched 10 billion videos every day. Those numbers suggest significant opportunities for brands and marketers.
And if you have a social media advertising budget, Snapchat has impressive audience targeting capabilities and a variety of ad formats to choose from.
Snapchat collaborated with MediaScience to survey 320 consumers aged 16 to 56, which compared, during 552 sessions, Snapchat video ads to those on TV, Facebook, Instagram, and YouTube. The study tested emotional responses, eye-tracking, and exit surveys.
Snapchat says its ads garnered twice the visual attention of Facebook and 1.5 times more than Instagram. They were also 1.3 times more effective than YouTube. When compared to those platforms and TV, Snapchat claims that its ads generated the greater emotional response and twice as much intent to purchase.
How to do Snapchat work for your business
Snapchat offers several different paid marketing options to meet the specific goals of your business. You can create a bright Snap Ad, build a fun Sponsored Geofilter, or give your potential customers an opportunity to interact with a Sponsored Lens.
Let’s take a look at the different Snapchat marketing options that will help you achieve key business objectives.
Notwithstanding the fact that Snapchat has been around for some years, few marketers are utilizing the platform to target their services to some 166 million daily users worldwide.
Earlier this year, Snapchat launched its Snap MMM Partner Program, specially designed to help companies monetize their content within the platform. There are myriad ways you can start to generate hits through Snapchat’s seemingly ‘lighthearted’ platform.
Set Up Your Business Profile
You will need to set up under a memorable profile name. Use your business’ name, but if it is somewhat generic, include an industry keyword so that you can differentiate yourself from similarly named accounts.
Concentrating on your Snapchat handle is essential because if you are setting up a company profile on Snapchat, you will want to promote this account elsewhere online. Which leads me to:
Go for a SnapCode
Your SnapCode is a QR code you can publish anywhere to help you expand your Snapchat account. Make assured you switch out your other social media profiles with this image to serve you get the word out.
You can also publish it to your blog posts or overlay the image onto your YouTube videos, giving potential followers the opportunity to take a snap through their smartphone and add you in an instant.
Create a Content Plan
Snapchat is thought to be a platform for casual use. This is all well and good, but as a business, you will need a plan to get your followers caught.
- Here are some action points you may want to think for content:
- Play with the illustration tools, fonts, and filters and create great-looking video bursts
- Make a product demonstration video series including several 10-second clips that build up a story
- 10-second interviews – get your ‘roving reporters’ to interview industry experts and fans
- Jump on a meme trend and alter the imagery to include your brand
- Find an influencer with a broad audience and arrange a one-week profile takeover
- Add exclusive previews of models, design thoughts, and new products
As you search for Snapchat content, think carefully about your brand message. You want to be immediately recognizable on the platform so that you will need a strong visual identity.
- Choose fonts and colors that suit your brand.
- Apply filters to give your videos and images an authentic look
Think about your tone of voice in all broadcasts. Are you going to ‘friendly and approachable’ or ‘serious’ in your content delivery?
To help keep your Snapchat business account on-brand, create some guidelines for your staff. State your company’s values, your aesthetic and tone of voice. Anything that doesn’t fit into your house style for Snapchat communications should be cut or re-worked to make it suitable.
Snapchat users in the US can now create branded filters, which can be applied to a geographical location for as little as $5. Head to Snapchat.com and head to the Create Your Geofilter page.
- Select your area of business
- Use Photoshop or any of the supported formats, to build your custom filter.
- Open your program and import the zip file.
- You will be shown with a collection of demo filters.
- Open any one you like, as you will need to delete every layer to start building up your design from scratch.
- You will be displayed with a collection of demo filters.
You also cannot do things like cover most of the screen with your company logo: Snapchat will reject this assent. Think about the kind of pictures you would want to play the round with if you were just an everyday user. Hire a designer and try to think ‘outside of the box’ to come with the idea that is more than only Word Art.
Once you have decided on your design concept, ensure all background layers are removed from your draft and save it as a PNG file. Head back to Snapchat.com and upload your fresh filter. Now you will need to choose your geographical ‘fence’ and length of availability. Geofilters cost as little as $5 for 20,000 square feet.
Draw a line around the areas you would like covered under your filter, make payment, and you’re done. Once you have submitted, you may have to wait up to 24 hours for Snapchat to approve your filter design. If you fail to meet their guidelines for use, don’t worry, the team will offer you helpful hints on how you can ‘tune it up’ and make it suitable for your campaign.
Estimated time: 2 days (designing the concept and waiting for approval).
As mentioned before, influencer marketing is a great way for brands to build public.
By piggybacking onto these larger accounts with thousands of followers, you can pay to get a product display or shout-out.
You can also reach some of these opportunities for free if you’re a committed and well-known brand. The bar is set quite low on Snapchat. The costs for smaller brands looking to promote on the platform are minimal compared with the purchase of a primary print or television ad campaign.
DO NOT underestimate Snapchat’s ability to attract and hold the attention of internet users. Figure out how much you’re willing to invest and get searching for leading voices.
Estimated time: 6 weeks (building relationships, getting promotions executed and proposals accepted ).
Look For Your Users To Support You With Advertising
You will require doing all you can push people to your Snapchat account, to help you build a substantial following. If you’re an e-commerce store set up using software like Shopify, there are a lot of great referral apps – like ReferralCandy – that can help direct traffic to your site by incentivizing followers. Installation is simple and requires no coding skills.
Get users to send you pictures of themselves and your product in action. Award prizes and shout-outs for the best entries. By posting stamped hashtags and shortened dedicated URLs, you can also drive people to your site for different reasons.
Save everything you do by downloading your Snapchat stories. If you come up with an excellent story or viral campaign, post the captured clips directly to your blog. The same can also be done for your Instagram, Facebook Live Stream, Periscope and so on.
Estimated time: ongoing.
There are no ‘hard and fast’ rules for marketing with Snapchat, as the potential for promoters on this program is really in the infancy stages. However, we do know that it is almost cheap to host a significant campaign that could be seen by millions upon millions of people. Brands that think creatively, like Gatorade, will benefit the most from what Snapchat has to offer social media marketers.