3 Things That Brands on Snapchat Can Learn From Taco Bell
1. Include Snapchat as part of your Integrated Marketing Communications Strategy
Have a purpose. This goes for any social media account you are running. Successful accounts tie in with broader campaigns. Don’t snap about your existing line of products just as you’re running a huge campaign about a new product you’re launching. You should be sending a consistent message across all platforms. Taco Bell did a great job of integrating the launch of the Quesalupa in early 2016 on Snapchat and building excitement across all platforms. In addition to in person and TV spots, which debuted at the Superbowl, Taco Bell introduced a geo-filter and built a story around guessing what the new release was.
2. Hire a team that understands what users want
Having a good plan isn’t enough — you should have a solid team that can execute. Make sure that the people you hire actually send engaging snaps themselves. It’s not a bad idea to hold interviews over the platform in the way that Taco Bell accepts applicants for the Live Mas scholarship. A director should help create your strategy and assess performance of the account but should they be the one running it. Taco Bell’s team is young but they are also in tune with what consumers want to see. There’s a sense of realness that you get when watching their videos which may be why so many are watched in their entirety. It’s also the reason that organizations are hiring Snapchat influencers to run their account for a day or event — not only do they take advantage of the new followers, but they’re getting someone who knows what they are doing.
3. Don’t be on Snapchat for the sake of being on Snapchat.
This is painfully apparent with some organizations. One of the largest marketing firms in the world has kind of done this in my opinion. Their snaps are not engaging, true to the brand, or even in line with what users want. If you’re a law firm — look at what you are trying to achieve and ask yourself:
A) Why do I want to be on Snapchat?
B) Are potential/existing clients using this media?
C) Are potential recruits using this media?
D) Does the content I am creating align with A) to C)?
Taking pictures of work done for clients or a wall of fame is interesting but perhaps best saved for Twitter. Don’t be on Snapchat without a plan of how you’re going to execute and come up with compelling content that is going to captivate an audience. However if you consider this and take the time to strategize and hire the right people, chances are you can stand out amongst a crowd on a relatively new platform — with a direct link to engagement with customers!