Should Businesses Use Snapchat as Part of Their Digital Marketing Strategy?
Snapchat is a mobile app that allows users to take photos and videos called snaps and share them with their friends or followers. The snap’s maximum duration is 10 seconds and they will disappear after 24 hours. As a new social media platform, Snapchat keeps on developing its Snapchat for business features so it can be more beneficial from a business point-of-view.
How have the big brands and major companies been using Snapchat for their business so far? Here are some real examples to give you an idea:
- NBA has used to Snapchat to provide live event access to their followers. They launched their Snapchat account to the public at the 2014 All-Star Game. Fans are able to watch videos and up-close snaps of the Slam Dunk Contest, final and draft games.
- Designer brands such as Michael Kors previewed their new collections before they hit the runway, while Valentino shared videos from their fashion shows to their Snapchat followers.
- Intel gave their fans an opportunity to see a quick tour of the Intel museum.
- The candy brand Sour Patch Kids decided to use an influencer for their Snapchat campaign. The social media celebrity Logan Paul took over Sour Patch’s Snapchat and shared some silly prank stories, which suited Sour Patch’s customer profile very well.
- The food delivery service GrubHub posted a contest on Snapchat for its followers for a week for the chance to win $50 take out voucher daily.
- A New England-based froyo company, 16 Handles, organized a Snappy New Year promotion where it asked its Snapchat followers to snap a photo of themselves tasting 16 Handles yoghurt in exchange with a surprise discount coupon.
- Spotify purchased Snap Ads to promote their Year in Music campaign on Snapchat.
- Gatorade purchased Snapchat’s sponsored lens feature to create a Superbowl-related filter.
So, many businesses have used Snapchat for their digital marketing campaign. Snapchat claimed some of the aforementioned campaigns as extremely successful in increasing the brands’ followers, and even in contributing to their sales. But should businesses in general use Snapchat? And most importantly, should your business use Snapchat?
Here’s a checklist to help to determine whether or not a business should use Snapchat in its digital marketing strategy:
- The business is looking to try different ways of marketing with a minimal budget.
Snapchat is free, and so are most of its features. While the business features are not free, some of them are modestly priced.
- The business has customers demographic that ranges from 12–34 years old.
Yes, it’s true. Snapchat users’ age ranges from 12–34 years old, with 45% of them fall between 18 and 24. As a result, it is very well suited for a business whose customers profile is in between that age range.
- The business has a very creative digital marketing team.
A snap’s longest duration is 10 seconds, and it will disappear after 24 hours. It differs with other social media platforms, which the contents stay for good, unless deleted. So, Snapchat functions best only if the team can create 10 seconds contents that are compelling enough to captivate their followers’ attention and make them share the contents to their friends. It doesn’t have to be as neatly designed as the old generation ads, but it surely has to be creative and out-of-the-box.
- The business’ main customer gender target is women.
If the product or service being offered specifically targets women, then Snapchat is the right place to be. 70% of Snapchat’s users are female.
If you can check all the above checklist, you should create a Snapchat account right now. But in case you are still unsure whether your business should use Snapchat or not, below are some other facts about Snapchat to help with your doubt:
- 150 million people use Snapchat every day.
It makes Snapchat more popular than Twitter by daily active users, as the latter only has less than 140 million users interacting daily.
- As of April 2016, the number of Snapchat daily video views has reached 10 billion views.
From a marketing point-of-view, it means 10 billion potential opportunities for a product or service to be exposed.
- 76% of Snapchat users purchased a product online in the last month.
That means Snapchat users are active buyers of online products.
- The average number of photos shared on Snapchat every second is 9,000.
- 54% of Snapchat users use the app daily, while 32% of them use it only 2 to 5 times a week, with an average of 30 minutes in-app time spent daily.
So, should businesses use Snapchat? The answer depends on whether they are interested in getting more attention from their potential market.
VIDEO CREDIT: Sour Patch Kids/YouTube