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Snapchat: Essential to Your Marketing Mix

August 12, 2016

Snapchat has recently surpassed Twitter by hitting 150 million daily users, making it a desirable option for some brands’ marketing mix. Many things make the channel attractive to marketers, including the average demographic of young users and the zeal they have for using it. Without a doubt, this social media platform can be an indispensable part of your marketing mix.

USING SNAPCHAT

Before we explain the benefits and recommended uses for adding Snapchat to your marketing, here are a few cautionary statistics from AdWeek.

Although it is true that 54 percent of users visit the channel daily and another 32 percent use it two to five times every week, there are some things those users are not doing. For example, 87 percent say they never buy something they have seen on Snapchat. Moreover, 56 percent rarely or never watch Snap Live Stories. Finally, 52 percent rarely or never use branded filters.

So that’s the bad news. What’s the good news?

THINK: EXPERIENCES

Like all forms of social media, Snapchat is about experiences, those special moments you want to share with friends and fellow Snapchat users. And if you are able to deliver a compelling experience for users, you will be noticed. So how do you do that?

Snapchat is about casual conversation, so in order to succeed, you need to embrace that style. In creating your Snapchat strategy, focus on the tone of what your post exudes. Snapchat is fun for its users, so you’ll want to ensure that whatever you add to the conversation brings a sense of fun to whoever is watching.

You may want to start by using Snapchat’s drawing feature to add hand-drawn notes to your photos. No need to send a photo to the graphics department for them to “professionalize.” And take advantage of the time-limited nature of Snapchat to offer teases to users. And finally, use video as a teaser.

Snapchat is only going to grow in popularity, so it’s important for marketers to figure out how best to reach users. By giving them a positive experience with memorable moments, you can convert those Snapchat users into brand lovers.

MARKETING INSIGHTS FOR YOUR SUCCESS