Article

Laura Stack
Laura Stack 24 February 2016

What We Can Learn From The Growth Of Snapchat

Snapchat made headlines at the end of last year when its growth rocketed throughout 2015 to more than 5 billion daily video views, closing the gap on Facebook’s 8 billion.

In brief, Snapchat is a mobile app where users take photos and videos, and then decide on the timescale the receivers should see it for, up to a maximum of 10 seconds.

Using the Snapchat story function, multiple pieces of content are strung together into a slideshow of events that reveal a larger story of an event or string of events.

How to use Snapchat to connect with your business audience

Those with big marketing budgets (Snapchat charges a staggering £500k per ad) can take advantage of its 3V advertising or full-screen advertising, which no other social platform currently offers.

Snapchat can also be a great way to connect with people, especially if your target audience fits in the age bracket of 13 to 34 - check your website’s demographic in Google Analytics. Don’t know how? Ask us about our Google Analytics workshops.

Snapchat is frequently being drafted into social media marketing strategies and there are some interesting examples of how businesses have reaped the benefits.

Due to the specific audience demographics and informal values of the mobile app, it cannot be exploited by all marketers. However, everyone can take something from its surging popularity, and it’s this - users engage well with short snippets of information.

How to use Snapchat techniques in your video marketing

You can employ this technique across all marketing platforms, but considering Snapchat’s success is owed to video technology, it’s best practised in your video content marketing.

Applying this to your videos means trying to put your message across in the shortest amount of time possible. For a 30-second video, it’s likely the majority of those who’ve clicked on your video will have watched it to the end, and thus, message received.

The short timeframes can also be applied to the specific content of your message. Allow each singular piece of information no more than 10-15 seconds of your total video length. Start with the most interesting piece of information to draw your audience in, then, feed them other short bursts of information so they can piece together a fuller picture of your product or service.

This method will also come in handy when you’re analysing your video success. Finish rates will leave you with a number of people who have fully engaged with your video. Drop-out points will show you which messages have been communicated effectively and which may have been lost.

There’s never been a better way to measure your video content marketing success than now.

Bespoke can storyboard, script and produce your online video. Get in touch on 01772 591100 or email laura@bespokeintenet.com

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