Explore the features of Snapchat and learn if it’s the right tool for your business
Snapchat is a popular social media app, primarily used to connect with family and friends. What makes it unique from other social media platforms is the transient nature of its content.
Every text, photo or video message sent between users automatically deletes after the message has been closed by the recipient. Snapchat Stories (similar to Instagram and Facebook Stories) are only available for 24 hours before they disappear.
Many people use Snapchat recreationally, but could Snapchat also be the right platform for your business? While some may argue that Snapchat does not attract as many users as other social media platforms, Snapchat is still an effective way for companies to reach a unique new audience.
Snapchat in numbers
When is Snapchat the right platform for a business?
Snapchat can be used for any type of business, if the goal of your social media campaign is to achieve one or more of the following:
- Target a younger demographic
Snapchat for business is most effective for those looking to target a younger demographic. Snapchat reaches 75% of all 13–34 year olds in the U.S.—a significantly younger demographic compared to other social media platforms.
- Increase interaction between your target audience and your business
Snapchat is incredibly user-friendly, with a multitude of interactive features that allow consumers to directly interact with their favorite brands.
Snapchat for business allows companies to include traditional or ‘swipe up’ links in their ads that redirect users to their website to purchase products. Considering that Snapchat users are 60% more likely to make impulse purchases, this can be a big benefit to businesses.
- Stand out and establish yourself as an interactive brand
Snapchat users are looking for brands that actively engage on the app and utilize its features to be lighthearted, creative, and authentic.
What are some tips for using my company’s Snapchat account?
- Document day-to-day operations
Snapchat users love to see unique, engaging content from the brands they follow on the platform. Try out the app’s Story feature to take your followers through your company’s day-to-day operations or to host Q&As with your employees.
- Upload content regularly
The most effective way to connect with your Snapchat audience is to upload to your Snapchat story multiple times per day. The more your followers see you, the more likely they will be to continually connect with your brand.
- Interact with other users
The majority of Snapchat users utilize the app’s messaging feature. Make an effort to regularly check your account’s messages and respond to any questions or comments from followers.
- Utilize Snapchat Ads
If you are looking to utilize your Snapchat account in additional ways, try one of the Snapchat Ad options outlined below to reach a larger audience.
How do I advertise on Snapchat?
If you decide to open an account on Snapchat, it is important to create a Snapchat Business account because this gives you access to features that support marketing strategies, such as Ads Manager.
With Ads Manager, advertisers can choose from a multitude of options to launch paid advertising on the app. The platform includes built-in metrics and other tools to specifically customize content and target their key demographic.
Advertisers can choose from a variety of ad formats:
- Single image or video ads
Advertisers can add an attachment or ‘swipe up’ link for users to access a brand’s website or app.
- Collection ads
These showcase a series of products and allow users to tap on a photo and access a link to purchase.
- Story ads
Branded tiles on Snapchat’s Discover section that allow advertisers to create a series of 3–20 single image or video ads.
These are most similar to traditional advertising and appear on a user’s Discover page.
- Sponsored lenses
Interactive filters that let users play around with augmented reality. For example, one of the most common lenses takes a user’s photo and adds the features of a dog to their face to make them look like a puppy.
- Sponsored geofilters
Similar to lenses, geofilters are linked to a specific location or event. For instance, major cities or tourist attractions have different filters for day-to-day activities and important events.
Snapchat can be a great tool for businesses to utilize—under the right circumstances. If your business has the time to consistently create new content, a dedicated advertising budget for Snapchat, and is looking to connect with a younger audience, you should definitely consider using Snapchat.
If you’re interested in learning more about how your company can utilize social media, take advantage of our years of experience in social media marketing and explore the services we can offer your business.
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More resources for you
1: Digital 2020
2: Snap Inc.