Snapchat has more than 200 million monthly active users and its audience continues to grow and mature. Snapchat is very transparent when it comes to their demographics, and reports that 77% of their user base is above the age of 18.
Carlos thinks people are consuming so much content on Snapchat because it puts what you love about Twitter (the micro-content aspect) and what you love about YouTube (pressing a Play button to sit back and watch content) into a single app. You can go in and press a button to see what anyone you’re following has done in the last day.
He explains that when you publish content on Snapchat, it’s available for 24 hours, which forces your network to come back and watch it. The messaging feature on Snapchat, which works almost like a text message, allows you to send content directly to your friends. Then, you can specify how long you want that content to be seen, and see when someone views your content.
there are two different kinds of snaps: one is a photo and the other is a video of up to 10 seconds.
#1: Provide Access to Live Events
Snapchat is perfect for real-time social media marketing because it can give the audience direct access to live events. You can use it for product launches, trade shows or one-of-a-kind events like the 1,000th customer to shop in your store. Snapchat gets your audience excited because you’re providing a different, more authentic view of what’s going on at the event.
The NBA has used Snapchat in a variety of ways including at the Draft, All-Star Game and Finals. At the 2014 All-Star Game, the NBA launched their presence on Snapchat, and fans were able to watch videos from L.A. Clippers star Chris Paul, and up-close snaps of the Slam Dunk Contest.
During the 2014 Finals, the NBA posted a backstage video clip of Boston Celtics legend Bill Russell with San Antonio Spurs star Kawhi Leonard.
#2: Deliver Private Content
You can also use Snapchat to provide special content to your audience that they might not receive on other digital platforms. Think of something unique to surprise your community of followers.
Fashion brands like Rebecca Minkoff and Michael Kors have used Snapchat to debut their collections to followers before they hit the runway.
At a Valentino show for Fashion Week in Paris, actors Ben Stiller and Owen Wilson took it a step further and reprised their Zoolander roles as Derek Zoolander and Hansel for a runway walk-off. They even had a “Blue Steel” geofilter at the fashion show.
The use of Snapchat at Fashion Week made consumers feel included in an exclusive world, and by doing so, they felt like they were part of the event.
#3: Offer Contests, Perks or Promotions
Everyone loves social media giveaways and promotions, so think of ways you can keep your followers coming back for more. For example, you could offer promo codes or discounts to the fans who watch your entire Snapchat story, or ask them to take a snap while holding your product.
GrubHub succeeds in Snapchat community engagement with a variety of promotions, exclusive deals and contests. In fact, they were the first brand to execute a Snapchat scavenger hunt. Each day during the five-day campaign, they asked their followers to post a daily snap, whether it was a food selfie or a food doodle.
This innovative campaign showcased GrubHub’s brand personality and created two-way communication between consumers and the brand. The company was able to capture user-generated content while increasing loyalty, which is a recipe for Snapchat success.
#4: Take People Behind the Curtain
With Snapchat, you can provide behind-the-scenes content to your community, which helps create and engage a strong following. Show off your company and make sure to have fun with it. Capture birthday parties, Friday afternoons or company outings. The sky’s the limit on showing how your brand differentiates itself with company culture.
Fashion brand and startup Everlane excels at this, pulling back the curtain to educate customers while producing enticing content. They use Snapchat stories to highlight tours of offices, happy hours and manufacturing warehouses.
Everlane brings the consumer into the overall process, from ideation to creation to execution, all through Snapchat. In doing so, their customers feel like they’re part of the process.
#5: Partner With Influencers
Just like with Instagram and other social channels, social media influencers on Snapchat can help spread brand awareness and reach. By partnering with influencers, you can spread awareness to a demographic that’s hard to reach through traditional media.
Keep in mind, too, that influencers who are skilled with the Snapchat platform can create spectacular video content that can further enhance your brand voice and personality.
Sour Patch Kids partnered with social media star Logan Paul for a “Real-life Sour Patch Kid” Snapchat campaign.
Paul, who has 500,000 Twitter followers, directed his social media followers to the Sour Patch Kids Snapchat account so they could see his sweet and sour pranks.