The Snapchat Marketing Dilemma

As social media has shifted to more visual based content, Instagram may have stolen the spotlight from another stand-out platform; Snapchat. With over 100 million daily active users; 65% of which contribute daily content according to Business Insider and 5+ billion video views per day, there’s no doubt that Snapchat is landing on the radar of brands looking to reach this engaged market.

Snapchat has become a valuable tool for brands to enhance visibility and user engagement whilst increasingly being piggybacked to create more extensive social media campaigns. ‘Highsnobiety’ for instance now carry a Snapchat username across their Instagram bio, historically where many brands would highlight their Twitter handle. So why are brands hesitant to promote their product or service on the platform?[/vc_column_text][mk_image src=”https://vvsey3r5o954da0k02p9zymu-wpengine.netdna-ssl.com/wp-content/uploads/2016/01/Highsnobiety-snippet-insta.jpg” crop=”false”][vc_column_text]What is it?

Let’s start by looking at what Snapchat is. Snapchat in a similar way to Vine, found a way to cut through ‘the attention crises’ by allowing users to send self-destructing photos or videos up to ten seconds long to one another. Uses have ranged from selfies, sexting, nights out, and generally just about everything in-between that people would be posting on the likes of Facebook and Twitter.

What’s in it for you?

Snapchat offers a way for companies to increase interaction and grow user engagement with their brand. It can allow user’s access to unique items such as; never before seen private content, promotional offers and competitions, behind the scenes insight, as well as build anticipation for live event access when the opportunity arises.

How can you make an impact?

Depending on the business, it may only be possible to implement certain ideas and strategies into a Snapchat marketing campaign. For instance, one of the best uses of live event access is Coachella festivals’ Snapchat story, which has a compilation of behind the scenes content from organisers and user footage sent in by festival-goers from around the festival site.

Coachella Snapchat
Coachella Snapchat

Could it work for B2B?

So if Snapchat can be so accessible for certain brands to engage with consumers, could it work for B2B brands? Current indicators would point towards the fact that it is largely used by a young demographic, so for certain companies the time may not be right just yet. What is clear however, is that over time and with the right investment, there is every chance that B2B relationships can and will be built with Snapchat. As the demographic widens and better accuracy in reporting and analytics become available, serious marketers will make a play. A key point to remember is that with such a large user base, there is strong likelihood that some of a brands target market will be using or accessing the platform.

Flaws?

As already mentioned in regards to ROI, there are currently no accurate tools to monitor the direct performance of a campaign. With no precise data outlining the cost of Snapchat, the only other factor one can measure is the bond between brand and user is being positively enhanced.

Is it worth it?

With a recent Cnet report indicating that 71% of the total user base is in the 18-34 bracket, then some or part of a brands audience may view their content. This, enhanced as part of a broader social media campaign, may be a good start to building foundations with this audience and seeing if the service or product could hit the right chord with them. For example if a business is trying to sell insurance to the over fifties, you might need to look at another platform, however if that same business is trying to sell car insurance to new drivers, then this particular platform may have potency when mixed with  the right creative and as part of a deeper social marketing mix.

This is a brief insight into one of many social channels that can help your brand engage with your target market. For further details on how to implement social into your marketing strategy contact a member of the team at Digital Clarity.

Nick Blane
Nick is a recent graduate of Music and Live Events Management from Bucks New University in High Wycombe. Though his business background centred within the music industry, his exposure and involvement in marketing and social media engagement for brands, helped him take a more holistic approach and apply his connection of digital with sociology along with his entrepreneurial skills.