Snapchat is the newest social media kid on the block, and businesses far and wide are jumping at the opportunity to figure out how they can effectively intertwine the instant photo messaging app with their existing digital marketing strategies.
Before we delve into any further details, it’s essential to note that Snapchat isn’t for every business! Snapchat is informal, casual and fun. Your followers AREN’T interested in corporate offices, paperwork or excel spreadsheets (no matter how beautiful they are) – they’re looking for action, colour and creativity.
Like almost every online social media platform, users are given options when it comes to advertising. Brands can either spend their digital marketing resources leveraging FREE advertising strategies, or alternatively, businesses can develop a budget for their social media usage, and pay for advertisements.
Since Snapchat is so fresh, many brands are in the process of finding their feet, and getting a feel for what strategy best suits them. Which Snapchat strategy (free or paid) is going to get the best results for your brand? Unfortunately I can’t make the decision for you… however I CAN provide you with a detailed outline of the two.
So, let’s begin!
FREE MARKETING STRATEGIES
After creating a Snapchat account, there are a few top line tactics that can be used in order to attract the regular attention of your follower base.
- Behind the Scenes
Research confirms that consumers respond more favourably to brands that are personable. Behind the scenes footage, whether a photo shoot, or a sports training session, are easy ways to tick this box.
- New Product Teasers
Get your followers talking! Excite them with snippets of new flavours, colours, patterns, technologies… anything!
- Snapchat Take-Overs
Partner with a key influencer – see Instagram – and let them ‘take over’ your brands Snapchat account for an allocated amount of time (day, hour, week). This may require some sort of monetary fee, depending on how popular your chosen influencer is, however, when executed correctly, this is certainly an effective strategy for creating hype around your brand.
Who is using these strategies?
In 2014, American confectionary brand, Sour Patch Kids had social media influencer and comedian Logan Paul take over their Snapchat account for a week of pranks. The idea stemmed from the brands tagline “First they’re sour, then they’re sweet”.
Check out some of the pranks here: https://www.youtube.com/watch?time_continue=48&v=EG-1DpHvi8s
PAID MARKETING STRATEGIES
Snapchat geofilters allow businesses to develop and purchase their very own on-demand overlays that ALL Snapchat users can view when situated within the appropriate radius. Once the brand has developed their design, and selected both a location and time period, Snapchat reviews the submission within one business day, payments are made and BOOM – we are live!
Here is the first EVER business geofilter designed by McDonalds, which was only available to Snapchat users when they entered a participating restaurant.
If you’ve familiarised yourself with our previous blog post, you would be aware that in order to host on the Snapchat Discover page, you have to be some sort of publication, blog or channel. However, there ARE still options for all you non-publication folk out there!
Brands can pay for 10-second advertisements to be slotted in-between publisher content.
The most popular (and successful) form of advertising on Snapchat are sponsored lenses. When executed correctly, they can be a fun, and highly effective way of engaging a wide range of audiences.
Who is using these strategies?
Take a look for yourself!
Before we know it, the Snapchat platform will be updated and upgraded, with more advertising opportunities than ever before.
With brands furiously competing to create innovative, engaging and creative campaigns, all that we DO know is that there are exciting times ahead for both brands and their consumers in the big wide world of social media.