Snapchat is a social titan. As one of the largest networks used by people around the world, its influence can’t be ignored.
Snapchat works in a disarmingly simple fashion – people signed up to the platform can send temporary photos or video clips (snaps) to friends and/or followers.
The app further characterized by the use of filters and colorful graphical on-camera effects that make it appealing for users of all ages.
This fun and non-committal way of interacting has caused the platform to grow to massive proportions – with over 150 million users, it’s obvious to see why many businesses are getting involved with this kind of social marketing.
Why should your business use Snapchat?
As mentioned before, the sheer number of users is phenomenal: 173 million people to be precise. As you can imagine, those numbers can spell big profits for brands and marketers, if you know how to market on the platform.
Depending on your aims, you may very well want to test the waters before putting a lot of budget into it. Below, we’ve outlined some of the ways in which you can use Snapchat – both organically and paid.
Growing Your Snapchat Reach Organically
There are plenty of ways to use Snapchat for web marketing without cutting into your ad budget. As the platform has a wealth of enticing features for all users, it is an attractive option for those looking to try things out organically first.
1. Make Use of Stories
One of Snapchat’s main draws (besides the snaps themselves) are Snapchat stories. Stories, much like snaps, can include both photos and videos. Their main difference is they last for 24 hours before disappearing and live on your profile for all to see.
Users also have the ability to ‘repost’ content, meaning anything they find entertaining has the opportunity to make it onto many users’ stories.
If you and your Internet marketing team can construct compelling content that is reposted by a network of people, you may find your core audience grows immensely.
2. Incentivize Your Efforts
Using the time-sensitive nature of Snapchat to offer incentives can push users towards your offers very effectively. This is because they may miss out if they fail to act at the appropriate time.
Brands can also take advantage of contests, whereby those participating get a reward for being the victor. The prize can be anything you please, but the fact that users have to follow your account in order to stay in the loop can become a driving force to building a following.
How to Make Snapchat Work for Your Business
The paid methods for using Snapchat are even more enticing. Snapchat’s precise targeting and range of ad types make it great for finding your ideal consumer base.
Some of the options you can choose from when using Snapchat ads are the default Snap ad, a sponsored Geofilter, or a sponsored lens.
Looking at the pros and cons of these options is important for working out what exactly you’d like to use for your first Snapchat internet marketing campaign.
- Snap Ads for Brand Awareness
Snap ads are ideal for snagging your audience’s attention. They work by inserting a full screen video between story panels on the app. If users like what they see, they can swipe up on the ad to gain access to richer content offerings, such as longer videos, articles or an application installation – whatever you include as your ad’s conversion.
- Geofilters for Location Targeting
Geofilters are art graphics that are overlaid on a snap. Their customization means that they can be tailored to an infinite number of audiences. Their design depends on the way they are used.
Certain Geofilters are representative of nationwide events, drawing in a massive amount of Snapchat users.
There are also Geofilters for much smaller, specific locations (both priced accordingly). The advantage of the latter is customers already enjoying your products or services can show their appreciation via a snap overlayed with your Geofilter graphic, which can in turn bring more people to your door.
- Sponsored Lenses Drive Purchase Intent
Lenses are interactive ‘masks’ that display designs or graphics over a user’s face. Depending on the lens, the graphics displayed may have moving features that can be activated by users by performing certain facial expressions, like wiggling their eyebrows or opening their mouths.
Users can attach lenses to their face or send lenses to other people. Their versatility allows businesses to capture the essence of what their brand stands for.
The Reality of Snapchat for Business
There is also the option to collaborate with Snapchat’s creative agencies to put together an effective campaign, although the standard routes of marketing via the app are still immensely effective. Regardless of the tactic used, one thing is for sure – there is a large audience to be engaged.