Our intern, Ryan, shares his thoughts on Snapchat’s push to become a digital marketing resource for brands.
Coming this November, there will be a new player in the arena of social media marketing – Snapchat. We know this may sound like another new platform trying to compete with the big boys of social media, but Snapchat is determined to become a key marketing tool in the social media campaigns of companies. Snapchat Discovery will allow for companies to create advertisements, video clips, news stories, and other forms of content. Several of our favorite brands, like Audi and the NBA, have begun playing around with Snapchat. However, some brands may be apprehensive about adding the platform to their arsenal of social media tools. Here are some reasons that Snapchat may be worth a second glance:
The feature that separates Snapchat from other video sharing platforms is that “snaps” disappear. In today’s world of marketing, one bad advertisement can make or break an entire company’s marketing campaign. While this isn’t a free pass for brands to just post whatever they desire without considering the consequences, it does offer more wiggle room for brands that wish to try out a variety of new advertisements, something they wouldn’t have done on more permanent platforms like Facebook or Twitter. Giving users the ability to communicate without leaving a digital trail may be Snapchat’s strongest feature.
10 seconds is not a lot of time. Yet that is the amount of time it takes before a “snap” disappears after it is opened. The rule of thumb when it comes to videos is, the shorter the better. Social media users often have short attention spans, so creating video content that grabs their attention is crucial. Brands have already proven how creative users can be with the photo-sharing feature of Snapchat. For example, 16 Handles, a frozen yogurt chain, used Snapchat as a way to engage visiting customers and share news of special discount and promotional events. The age of the 30-second commercial is gone. Micro-videos offer brands the opportunity to produce content in not only clearer and more concise ways, but perhaps in more creative ways, too.
This demographic has made some marketers’ jobs very easy, while others are left scratching their heads at the end of the day. It is not any easy market to break into, especially for brands that don’t appeal as much to younger crowds. Millennials are often social media gurus, with Snapchat being ranked as the third most popular social media platform among this population. About 50% of social media users aged 18-24 have Snapchat accounts, while 20% of social media users aged 25-34 are on Snapchat. While some brands may not specifically target millennials, this is one market that they simply cannot ignore altogether. Staying current, and most importantly relevant, should always be a priority for any brand. Considering Snapchat as part of your social media campaign down the road may add to the overall value of your brand.
If you need assistance with your social media marketing campaign for your brand, drop us a line.