Being 100% transparent, I have only been a Snapchat user for the last month. As a millennial, I’m an exception and have been hounded by friends to join for at least a year now. I, like many, was stuck on the stereotypical reputation of selfie overload and sexting. However, there’s so much more there and I can truly see the social aspect of it for deepening relationships with prospects or customers and building your personal brand.
What is Snapchat?
I’m sure you’ve heard of Snapchat, but if you don’t have an account you may not fully understand how it works. Users post images and/or 10-second video clips publicly to a 24-hour stream called “My story.” You also have the option to share pictures and videos privately with selected individuals. You also have the option to add Geo Filters or text overlays.
60% of individuals between 13-34, use Snapchat, totaling a whopping 8 billion daily video views. There are more than 100 million daily active Snapchat users.
Factors to Consider
It would make zero sense to jump on a platform where none of your target audience resides. But, do not discount that there are millennials in your industry using Snapchat. As mentioned in a previous article, many millennials have a part in the buying process. We make up 46 percent of the B2B researcher demographic, so find us where we are.
If you’re already acting like a media company you can think of Snapchat as another outlet. Creating professional-grade videos for Youtube can be expensive. Snapchat users do not expect high production quality; consider the budget you could save adopting this platform!
Carlos Gil, a popular social media expert and avid Snapchat evangelist, has seen some impressive results through Snapchat. He’s seen a 25 percent increase of email list subscribers, 80 percent higher engagement on his daily story over other social networks, and increased his YouTube subscribers by 30 percent.
Tips for Using Snapchat
- The culture of Snapchat requires a face behind the account. Unlike Instagram where brands can share quotes and garner attention, plan to incorporate real human beings into your Snapchat strategy.
- Cross promote on other platforms by sharing your Snapcode. Many people are using their Snapcode as their Twitter profile images.
- Create Geo Filters for events and locations.
- Generate a theme that will encourage users to come back daily to see what your brand posts.
- Collaborate with influencers, either in-house or outside influencers who have the audience you are targeting. Make sure it’s mutually beneficial for the influencer so they are all in.
- Be courageous and try new things to see what works for your brand. MGM Resorts International displayed the Snapchat ghost on the side of one of their Las Vegas hotels to garner attention for their account.
- Don’t be afraid to get started. If you see your audience is there jump in! Don’t be a laggard and create a Snapchat account once the platform is overcrowded and noisy.
It’s Not for Everyone
Snapchat won’t be a platform for every brand right now. But, as it continues to become more mainstream, the older generation will jump on and there will be more opportunity.
Consider embracing your millennial and Generation Z salespeople to adopt Snapchat for relationship building. Encourage them to tell stories that humanize and share your company culture. Snapchat is an excellent platform for social helping. As your employees build their own brand they’ll likely build credibility with your target audience. And, as Snapchat’s popularity grows, that audience just might include your target customer.