Five Reasons Snapchat Could Be The Future of Social Media Marketing
Direct-To-Fan Marketing 2.0
I spent my Labor Day Weekend running around Electric Zoo Festival on Randall’s Island armed with an iPhone and an enormous USB battery pack all in the name of proving that there’s a better way to capture an event in real time. While a dedicated team team of three amazing account managers from Fame House manned Facebook, Twitter, Instagram, and — for the first time — Reddit, I was tasked with capturing the New York electronic music festival in a different way: on Snapchat.
We used Snapchat both before and during the festival, and it quickly became a meaningful way for us to communicate with our most loyal fans. While the following was smaller than on Facebook or Twitter, our 75%+ open rates consistently blew other networks out of the water. Once the festival began and Our Electric Zoo Story (in partnership with Snapchat) began, things got even more impressive. Fortuitous timing of the launch of Snapchat’s new ‘Live’ section meant that Our Electric Zoo Story was pushed to millions of users automatically, and brand awareness spiked all across the board.
My experience using Snapchat for marketing purposes has convinced me more than ever that this platform is the future of direct-to-fan marketing, or at least hints at what’s to come. Here are five reasons why:
- It’s More Like ‘Messaging,’ Less Like ‘Marketing’
We used the exact same version of Snapchat as everyone else and received no special treatment or capabilities. Since there’s no algorithm choosing which Snaps are seen, brands are given a direct line to fans’ inboxes and can be more casual in their Snaps. Rather than crafting an advertisement-style post for Facebook or Twitter, it’s more off the cuff and conversational. Maintaining this friendlier tone in communications encourages participation and leads to greater fan engagement. - It’s A Two-Way Conversation
Not only were Snaps sent from the official Electric Zoo account on a daily basis, nearly 1,000 Snaps were sent to the account both before and during the festival. Snapchat became a great way for fans to express excitement in an environment that wasn’t Facebook or Instagram, and were encouraged by screenshots and other votes of approval from the official festival presence. Corporate Twitter accounts often hold back from engaging with most fans, but it was amazing to see how a single ‘thumbs up’ emoji sent in response to a Snapchat could galvanize a fanbase (or even just a single fan). When replies aren’t public like they are on other platforms, brands are more likely to engage in a candid back-and-forth. - It’s Got Big Potential For Customer Service
Snapchat’s private messaging features proved to be a solid way to answer questions about everything from prohibited items to transportation options more quickly and efficiently than via Facebook or email. (Twitter DMs aren’t ideal either, since they require mutual following.) There was a fair share of negative feedback after inclement weather forced Sunday’s cancellation, but it was far less visible on Snapchat than on other platforms because messages were sent privately to the account. We plan to continue using Snapchat to distribute messages even now that the festival has wrapped. - It’s Easy To Use, But Hard To Be Good At
Pretty much everything in Snapchat is easy to do and quick to accomplish, but that doesn’t mean it’s easy to be good at. Crafting a Snap is a much less laborious process than perfecting an Instagram or Tweet — they do disappear after all — but that doesn’t mean the process is any less important. Snapchat works unlike any other existing social network and its unknowns make it that much harder to master. Part of the allure of Our Electric Zoo Story was the narrative it conveyed… Building such a narrative and playing to Snapchat’s strengths is a must for success on the platform. - It’s Authentic
More than anything, Snapchat is an inherently authentic platform. It’s playful and cutesy, and its impermanence encourages people to be their true selves. This was never more apparent than when watching Our Electric Zoo Story, the collaborative video created by Snapchat and pushed globally to all users. It showed off the good and the bad of the festival, but it provided a realistic version of what went on. The ability to be yourself without fear of consequence is one reason people have gravitated to Snapchat, and brands who get onboard must be willing to experiment.
The Bottom Line
Snapchat has big potential for brands but success comes down to how much risk they’re willing to take. Day three’s uncooperative weather (and subsequent cancellation) was an unexpected blow that no one could control, but the narrative on Snapchat accurately reflected the storm’s sudden arrival and told a relatable story of how things went wrong. The incorporation of multiple viewpoints led to a more authentic version of the day’s events than an official push notification or Tweet ever could. It wasn’t just another update, it was part of the story.
The disappearing photo messaging service has matured from a salacious selfie safehaven to become a major communications channel that poses a viable threat to Facebook and Twitter, both as a persistent marketing channel and as a real-time journalistic tool. There’s a definite art to running a brand’s Snapchat account (see #4 above) and there are still missing features, but the possibilities for this service are endless. Its intrinsic authenticity is what gives it an edge.
So, attention social media managers and CMOs of tomorrow: brush up on your Snapchat skills, or at least start developing them… I’ve got a feeling they’ll be quite valuable in the future.
