What Audi has created is a real-time social campaign based on engaging, interesting content that runs for a limited time that SnapChat allows, and it’s been cross-promoted with other social networks. He got a total of 37 Audi impressions.
In March 2016, Mark W. Schaefer wrote a “balanced look” at Snapchat marketing where he brings up two of the biggest problems with Snapchat:
- The difficulty of “creating a relevant and engaged audience.”
- “The challenge of creating continuous, trustworthy, instant content that disappears can be significant.”
Schaefer cites Disney’s efforts to promote its own theme parks as an example, explaining how Disney hired celebrities and artists to work on promotional content, but all that work “disappeared in the blink of an eye” – Snapchat style.
But all this content (and effort) volatility also adds another “flaw” to Snapchat: stats aren’t available 24 hours after posting, and there’s no access to persistent content history.
Indeed, these issues (which are part of Snapchat’s “physiology”) add limits that keep marketing appeal still low as of 2016. Despite some difficulty in terms of budget, resources, and patience, low competition also increases the chances of getting your message across. without too much noise.
So what works on Snapchat?
Here are the top 10 rules for smart (and effective) Snapchat marketing. I asked marketers who use Snapchat for their marketing activities to share their tips and experiences so you can get the widest possible overview of Snapchat marketing.
1. Interaction and interaction
Because of the ephemeral content, it’s critical to prioritize interaction over the beauty of your Snapchat posts – their lifespan is so short that any more complex tasks would be a waste of resources (and you can’t even remarket your content).
Engagement is where you can win: product previews or teasers, question invites, coupons, and contests are all interaction-based marketing tasks that can get you results on Snapchat Public Profile.
Becca Booth, President of Forex Marketing , suggests that you “use [Snapchat] as a ‘work phone’ specific to your organization rather than a personal account, and allow employees to capture fun things during the day. Snapchat is much less “refined” than other social networks – be real, not over-edited.”
AJ Saleem is the owner of a startup tutoring company, Suprex Tutors of Houston , and he used Snapchat to sell his business to his current clients:
It is vital to find your purpose and be as specific as possible in the content you share so that they are encouraged to act “right now” with a very clear, offhand call to action and insist on the core interests of the purpose.
For example, since statistics show that the majority of Snapchat users are teenagers and young adults aged 15-24, you can simply analyze their needs and desires to create a targeted, immediate marketing message directed at them. Limited supplies of cheap college laptops, discounts, and free allowances are all good examples of this approach.
Grab attention and offer a call to action that conveys a sense of urgency – this will elicit immediate action.
2. Go Reactive instead of Proactive
Max Robinson of Ace Work Gear UK says the one thing he and his team have “always tried to maintain on Snapchat is a reactive attitude, because that’s what works best on the platform.”
Indeed, since the lifespan of content is so short that it’s impossible to plan ahead like other social networks, Snapchat’s priority is to remain accessible for interaction and quickly respond to changing user interests.
Robinson shares a few tips for scheduling Snapchat:
Finally, Robinson shares this if you really want to brand Snapchat: “Don’t be afraid. Don’t be afraid to post photos. Don’t be afraid to post videos. If you post great content and take the time to research the channel, your brand will succeed.”
3. Unforgettable content
“Create memorable content,” says Timmy Griffin , SEO and marketing consultant for Fantastic Pest Control. “You only have a few seconds to state your point of view. Don’t be afraid to be positive. Tell the public who you are and what you stand for.”
First impressions count on Snapchat because that’s all users get as your messages are deleted 24 hours after they’re received. This means you only have one chance to be memorable and trigger user action.
Griffin shares four keywords (actions) for creating engagement on Snapchat:
All of these actions are based on the key compasses of effective Snapchat marketing: immediacy and engagement (see Rules #1 and #2), but Griffin also shares three more actions you can take to increase content engagement:
You’ll learn more about using other social networks to generate followers and engage with your Snapchat channel in rules #8 and #9.
4. Collaboration with influencers
Thieze Gordon of Kumo Digital ‘s marketing department agrees that Snapchat is “not a place to hook up your latest product” but a place where “app users want to be entertained”, so entertainment is what you should create if you want to draw attention to your Snapchat channel.
Gordon explains that “one of the most effective ways to do this (and one that has proven effective) is by partnering with influencers. Think about your niche and whether you can incorporate this into your strategy. For example, let’s say you sell cosmetics. There are quite a few bloggers and vloggers out there with huge followings.”
When you have multiple names, reach out to influencers and talk , Gordon also shares a few ideas:
5. Building brand recognition and appeal (using geofilters)
Sean Martin, Content Marketing Manager at Directive Consulting , says his company has been experimenting with different social networks, analyzing the strengths of each, and that “where some social platform tactics are better suited to increase your conversions and sales, Snapchat seems to be the best opportunity to develop your brand awareness and product intrigue. . Use Snapchat as your main sales funnel resource to get mobile users engaged and interested in interacting with your brand.”
Martin’s company has found that the best strategy in this regard is to “align your Snapchat campaigns with a local event or social issue.” Martin explains that companies can “set up and pay to sponsor various Snapchat geofilters that can be set to a specific radius.”
Using geofilters seems to be working quite well – the strategy was brought in by Alex Kehr for 200k target views for only $15.33 :
As Martin explains,
For Mike Koehler, president and chief strategist of Smirk New Media , Snapchat has become one of the most important platforms for managing his clients. “The type of content that users are looking for there has to be insightful,” Koehler says, “fun and (if possible) exclusive.”
Koehler offers a precise strategy for brands: “Showing behind-the-scenes videos with personality and merging them into one story is vital to Snapchat’s success.”
Köhler goes in detail:
6. Build brand trust with Livestreaming
Digital marketing firm WebbMason Marketing Isaac Hammelburger says his team started with Snapchat, of all platforms available, to give their customers as much information as possible, and that “Snapchat offers a way to demonstrate brand trust better than any other. another platform around.”
Hammelburger recommends Snapchat’s revitalization strategy to build brand trust, and it’s worked for its customers:
“Live streaming day-to-day work can really show your clients how the magic works. In fact, for one of our locksmith clients, we recommended streaming the opening of their castle live. Thanks to Snapchat, they were able to avoid the trust issues many locksmiths have and added an average of five extra calls a day.”
7. Offer unbeatable freebies and sales
“Make special offers or giveaways just for Snapchat work. Use Snapchat to post original content not found on other social networks,” Booth says.
Well, she’s right! The duration of short messages and even shorter response time of Snapchat users give you a minute or less to get your message.
But that’s not all: you have to make it appealing to a younger audience!
“Your target audience is 18-24 years old,” says Timmy Griffin, “[and] this particular demographic loves personal stories. Give your shots a personality and share them with your audience.”
Brands also need to be young if they want to open new doors to success on the platform.
Griffin mentions some useful statistics:
You can’t collect data on Snapchat, so it’s imperative that you do this on your website: assign an ID or code to each Snapchat campaign for your analytics suite to track and return as data you can use, such as the number clicks and their distribution by time of day.
Read More : How to Download TikTok Videos Without Watermark
8. Get followers (they are valuable marketing data)
As one aspect that makes Snapchat different from other social networks, users need a QR code or username to follow a brand, so each follower is essentially an intentional one, not someone who chooses to follow randomly or a spambot (spammers definitely Don’t try to scan the QR code or manually add usernames, right?).
This means that follower counts should not be underestimated on Snapchat, but valuable marketing data should be considered when evaluating a brand’s performance on the platform.
In this note, Jason Parks, president of Media Captain , recommends building followers as the first step to a successful Snapchat strategy, and for that, “you need to tell great stories. If you are a brand, timeliness is key. If big events are happening, get in on the action with geofilters and witty photos and videos.”
Another way to attract followers is to use other social channels and your blog to massively promote your Snapchat account as a place to get exclusive deals and interactions that they can’t afford to lose and that you can’t make available elsewhere. Again, creating scarcity is a winning strategy for convincing “fans” to join your community.
9. Use other social channels to increase engagement
You can generate followers according to Rule #8, but why limit your efforts to just the Snapchat platform? By now, you’ve learned that Snapchat won’t hold back your content marketing efforts for long, and in Rule #3, Griffin suggested that you use your other social channels to give Snapchat a bigger boost – so it’s time to focus on that marketing option.
Jason Parks suggests that you “cross-promote your Snapchat account across all other channels, especially Instagram Stories” just like Snapchat. Instagram which allows users to post photos and videos that expire after 24 hours.
Additionally, Becca Booth recommends “use the Snapchat logo and your direct link in your Facebook description, Instagram bio, and LinkedIn profile.” This will make your Snapchat account more visible across multiple channels.
Booth goes in a bit more detail:
According to rule #7, it would be an extremely powerful tactic to have Snapchat-only content (like scheduled offers) that your readers or customers can only access through the platform by following your updates – this will get interested users to meet you on Snapchat. to receive these offers, and you can use other social networks to let your followers know about any upcoming content you share on Snapchat.
10. When Unsure, Go Ads
Perhaps the previous 9 rules seem too time consuming for your resources and you would rather choose an easier solution to generate sales and traffic from Snapchat, but all is not lost – while Snapchat is a different type of social platform and you can definitely implement some of them. rules, without giving too much importance to available resources, you can still show ads.
Buy ads from Snapchat and let the platform do the rest. Snapchat ads don’t come cheap , but if you can afford it and your content is designed to get teen users to use it, the effort can be worth the money.
Features Mediakix Statistics 10 Snapchat (2016), you may find useful for easy use in your campaigns, and Snapchat summary Statista provides.
Summarize…
Snapchat is definitely a tough nut to crack for social media advertising. Content is never consistent and your efforts can feel more like a hit and miss attempt.
However, you can still reach a growing Snapchat audience by keeping these key marketing rules in mind:
- Snapchat content is ephemeral yet instant – use this to your advantage with strong calls to action, emotional, impactful content, and captivating livestream sessions that show the human youthful face of your brand.
- The best way to convince users to care about your content is to put a limit on it – create a scarcity to generate interest.
- Put interaction before data collection, always remember that your target is teenagers and young adults; in other words, be reactive, not active.
- Use geofilters and ads.
- Cross promote your content between your social channels.
- Take care of your followers because they have to do some work to follow you and they won’t be without real interest.
