If you’re skeptical about the value of Snapchat for your business, you’re not alone – but if you completely ignore it, it could be detrimental to your business. For some brands, Snapchat is the greatest thing since sliced bread – but what about your brand?
What IS Snapchat?
Snapchat is kind of the new kid on the block as far as social media platforms go, even though it’s been around for a few years. And perhaps you’ve even downloaded the messaging app to your phone to see what the hype was all about only to realize it made no sense to you and seemed utterly juvenile.
That’s ok.
But it’s time to take a second look, because Snapchat is taking the social media world by STORM, and many social media marketers are flocking to the platform, touting its values, declaring the day of Snapchat is upon us, and well, you get the picture. So let’s break this down to see just what we’re missing and if it’s truly going to offer the value you need for your business marketing strategy.
Functionality/Terminology
Recently, Snapchat rolled out a huge overhaul that greatly increased functionality. The tool offers an amazing amount of features, including live video chatting, messaging (like texting), geo filters, and even fun photo and video editing (in real time). Let’s briefly cover what Snapchat does and what those phrases the teenagers are throwing around actually mean.
- Snaps: These are pictures or micro videos you can send to your friends or connections that disappear within seconds of being opened.
- Replay: Want to see a snap again after it disappeared? You get one replay per 24-hour period, but you can buy more replays if you want.
- Stories: If you’re Facebook savvy, think of your story as your Timeline. This is where you post what you want the general public to see as opposed to a specific individual. At any time, someone connected to your Snapchat account can view all of the posts to your story from the past 24 hours sequentially.
- Screenshot: Since snaps disappear within seconds, you can always take a screenshot of a picture snap and save it to your phone. But beware, the sender is notified of screenshots.
- Time Limits: You may set how long your snaps are visible before disappearing – up to 10 seconds.
What Is This Good For?
As it turns out, there really are some great business applications for this tool, depending on your focus. But others are right to shy away from it. Here are some of the pros and cons you need to be aware of to help determine if this is the right tool for your business.
1. Marketers have observed that building a big network on Snapchat is very difficult (much harder than on Facebook or Twitter), but that the depth of the connection is much greater. So if you want to build relationships with your customers in very meaningful ways, consider using Snapchat. However, while engagement may be high and highly qualified, there are very few ways to measure this engagement.
2. The primary demographic most likely to be on Snapchat is 15-25 year olds. Let’s face it – everyone is on Facebook now. Chances are, your mom has been on Facebook for years. So if you want to really connect with a younger demographic, Snapchat is a surefire way to do this.
3. If you are building a personal brand, Snapchat makes it extremely fun for people to follow you and your brand. You can post video or picture updates in the moment that show what you’re about, and you can get highly authentic feedback about what your crowd wants. However, currently, you cannot send people to your other sites via outbound links.
4. Event marketing can benefit from Snapchat immensely. There are several ways to connect people at an event on Snapchat. You can actually find users just by scanning the Wi-Fi connection. This means events can be highly personal, connected, and immersive via Snapchat.
5. Snapchat is a very immediate and real-time platform, so it’s perfect for building hype or buzz for a launch or upcoming event. Much like Twitter, people visit every day looking for extremely up-to-date info. Be sure to keep it light and fun.
With Snapchat, it all comes down to who you are marketing to and what you are marketing. I do not recommend Snapchat for B2B brands or for those marketing to a middle-aged demographic. The tool is a lot of fun to use to chat back and forth with young connections in unique and meaningful ways, and some brands will soar with a tool this diverse. But it is certainly not for every business. The trick is in making that determination for your brand.
How about you? What is your opinion of Snapchat? Here to stay or passing fad? Clever messaging app or vibrant mass marketing tool? Tell me your thoughts in the comments!
