Capture, engage and retain Millenials and GenZ on mobile with Snapchat Marketing!
Yes, you read that right! SnapChat is a photo/video sharing mobile-only application launched in 2011. In just 4 years, it has become the darling of the audience which is touted as the toughest segment to retain for any brand, 18-34 year-olds.
WHAT IS THIS?
For the uninitiated, SnapChat allows users to send Snaps (photos) to other users connected to them or following them. What’s so different about that? Well, there is one small detail here. The photo ‘self-destructs’ in a few seconds after being opened by the receiver. (No, Tom Cruise does not use SnapChat in Mission Impossible). Users can set the ‘self-destruct’ timer for 3 seconds, 5 seconds or 10 seconds. The only way someone can capture (and store) the shared picture is to take a quick screenshot. And the sender gets notified that a screenshot was taken! You might find this a little gimmicky or strange but 100 million people across the world actively use it per day! As founder and CEO Evan Spiegel says,
“There is real value in sharing moments that don’t live forever.”
OK! TELL ME MORE
Of the 100 million active daily users, more than 60% create content every day which leads to more than 7+ billion video views per day! Yes, that’s almost as much as Facebook daily video views. And these users are loyal, tech-savvy, young and restless.
The videos (and photos) shared are full screen vertical in terms of size, thus using up 100% of the available screen real estate. Full Screen means Full Attention and this has led to almost 9X times completion rate (for video) compared to traditional video apps. The platform is a close third, right behind Facebook and Instagram in the 13-18 year-old segment.
HOW TO USE SNAPCHAT FOR MARKETING?
As a digital marketer wanting to explore snapchat marketing, you have 2 options to choose for serving your content to users.
10 second Ads in the middle of user-generated snaps curated by SnapChat
Buy Ad Space on the channels of the world’s top publishers that include CNN, DailyMail, ESPN, People, VICE, Yahoo, Warner Music, Nat Geo, Comedy Central, etc.
You can target the segment based on LOCATION and GENDER.
This platform is successfully used by brands in Fashion, Retail, Sports, Events, Food & Beverages, FMCG, Fast Food, and a few more who decided to get creative.
Here are a few things you can do to connect with audiences on this platform.
CONTESTS / AT-COUNTER OFFERS / PROMOTIONS
Encourage users to click ‘snaps’ with your product or while availing a service and post it to your handle on SnapChat. In return, they get an instant promotional offer which they can redeem right there at the counter. Instant Gratification!
Similarly, you can hold contests, treasure hunts, and what not to make sure that users follow you and keep engaging to avail instantaneous offers and promo codes.
SNEAK PEEKS / TEASERS
This is one amazing medium for giving sneak peeks. Fashion brands around the world have successfully used this concept to connect and engage their followers for new collections or shows which have created amazing buzz and hype, which in turn results in higher sales numbers during openings. Secret App-Only Previews can have a crazy effect on engagement numbers and can make this tough segment of users hand on to everything you do on digital through SnapChat.
Another industry which has used this well is the entertainment and movie business. In fact, more than 93% of people who saw the Furious 7 trailer on SnapChat went to see the movie in a theatre.
Imagine if Sachin Tendulkar takes over the Star Sports SnapChat account for a day. And you get to see the inner world of the holy number 10 of Indian Cricket. Heavenly, right?
That’s exactly what you can do for your brand with Snapchat marketing. Not just celebrities and icons, there are a number of expert SnapChat content creators who are themselves stars on this platform and they can help your brand become more relevant to the consumer by creating content that is tailor-made for this platform.
INNER CULTURE PEEKS
Big brands use this concept to give people a behind-the-scenes look at the workings of the company, thus giving them a peek into the work culture. Be it an office tour or a tour of the warehouse or a factory floor. It is sure to give the people a closer look and thus make their bond with the company persona stronger.
LIVE EVENT ACCESS
A big push for event promoters comes from this concept as they can give backstage footage, special close views and interview snippets with performers through the App for a select user base.
Think Ed Sheeran talking to you through the App when you’re waiting for him to come on stage. The crowd definitely goes ballistic on that one.
While these are the tried and tested concepts of Snapchat marketing which can immediately be absorbed into your digital strategy, they too started from nothing one day. There are no rules. Just clear constraints. Embrace them and start ideating and next time I’ll be reviewing your concept while talking about SnapChat Marketing. Wouldn’t that be something?