Article

Daniel Wilson
Daniel Wilson 29 October 2019

How Marketers Drive Brands With Snapchat

Using Snapchat for brand marketing is almost obligatory if your prevalent audience is Generation Z and users below 34. Over 71% of them use Snapchat daily and launch the app around 11 times a day. After problems with retention rates and a significant user base decrease, the platform has surpassed a new record of 203 million daily active users. Fortunately, Snapchat is a well-researched marketing tool, so let’s take a look at what it has.

Use The Best Practices

Every brand has a particular audience that requires a specific approach, but some methods work for most cases. Here are the most useful ones that are likely to be effective forever. Don’t weaken your hold, though! Explore what your colleagues invent and pick up successful methods to convert them into your specific format. If you’re new to the platform, read the Snapchat app review first.  

1. Test on Smaller Groups

The option to send private snaps provides another great opportunity – content testing. Isn’t it great to test your content on a group of users before making it public? Send your latest ideas to several groups of users in private messages to measure their feedback and decide whether they’re worth posting or not. 

2. Tell Stories

No one will pass by a good story, so if your brand has one, it must be told. Snaps and stories are played automatically, so you can come up with multi-snap storylines. This option breaks the barrier between rich, engaging stories and brief time-limited Snapchat posting formats. 

3. Alternate Images and Clips

Similarly to Instagram, Snapchat users enjoy viewing mixes of photos and videos. While images are intended to be more descriptive and suitable for making screenshots, 10-second videos will help you make the experience more dynamic and alive. 

4. Be Real

The vast majority of Facebook and Instagram accounts try to make their products, services, and personalities look spotless. Snapchat, on the contrary, is more about transparency. Being glossy, admirable, and fabulous is not that important here. You can be as casual, funny, and straightforward as you really are and be sure that nobody cares about how good you are at Photoshop. 

5. Create Urgent Situations

Motivating followers to do something may seem to be a difficult task, but you can facilitate it by creating a sense of urgency in stories. Don’t be afraid to say “hurry up to catch your chance” to engage more people in using discounts or downloading new content. 

6. Explore New Options

For example, Snapchat Ads feature that has always been a privilege for huge brands now costs just $2.95 per thousand views instead of $40.000. Don’t neglect to explore new opportunities as they may change your game. Sponsored Lenses, FIlters, and Geofilters are also accessible for any brand, and they look impressive. You need minimal knowledge and funds to create, adjust, and load them into the network. 

Tracking The Results

Snapchat offers a robust analytics tool, Snapchat Insights. It lets you evaluate the actual performance of your campaign by counting the rate of snap views. It consists of the proportion of views quantity to the number of snaps. It may look tedious, but marketers track this ratio over time manually to define which snaps were successful and which ones need improvements. 

Next, you can see how many views your stories have generated and how many screenshots users have taken. Stories have the overall statistics and separate numbers for every story in particular. Together with the number of views, you can check out viewers’ ages, gender, location, and even their top interests. 

Now goes a sad fact. This analytic tool is available only for those personal and business profiles that already have a big audience. Fortunately, at the very beginning or anytime, you can use third-party services, such as Snaplytics and Delmondo. Both provide the number of views, screenshots per story, completion rates, and detailed demographics. One more thing that makes Delmondo even better than Insights is Channel Comparisons. This tracker allows you to compare the effectiveness of Snapchat stories to rates on accounts on Facebook, Instagram, Twitter, and YouTube. The general rule of metrics is simple: the more measurements you have, the better picture you have. 

Conclusion 

With all the benefits, don’t use Snapchat as your only marketing medium. Experience says that it’s better used in a bundle with other platforms, of which Instagram and Facebook are the most important. Make sure that you defined your target audience right and apply Snapchat to boost their activity on each of your social profiles and websites. In fact, there’s nothing fundamentally new. You only have to know your tools and be creative!

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