Everything You Need to Know About Marketing on Snapchat
A Guide for Snapchat Marketers
Created in the Fall of 2011, Snapchat has risen among the ranks and is now one of the most popular and used social media app to this day. If you are not familiar with Snapchat -- the social network has over 188 million daily active users worldwide.
Here is a quick summary of all the Snapchat consists of: a person or brand can send timed photos and videos, call or message friends and followers, and post stories for all to see. Aesthetic filters, face-changing effects, variety of text options, and other playful functions have made the app tremendously successful, especially to teenagers.
With Snapchat’s growing popularity in addition to its untapped marketing opportunities, read on to find out everything you need to know to help build your marketing strategy on Snapchat.
Why Should Your Business Use Snapchat?
Users on Snapchat are HIGHLY involved. The delivery of content is quick and easily accessible within the app. Since stories only last 24 hours, it creates a sense of urgency for users to get on and see what you posted.
People watch over 10 billion videos and send 3.5 billion Snaps each day...not to mention those 188 million active daily users who spend around 30 minutes on the app per day.
Those numbers suggest huge opportunities for business.
How Do You Make Business Work on Snapchat?
There are a variety of marketing options that Snapchat provides so specific goals of your business can be met. You can create an intriguing Snap Ad, build an artsy Sponsored Geofilter, or give potential customers the opportunity to interact with a Sponsored Lens.
Let's check out these paid marketing options that will help your business achieve key business objectives more closely.
Snap Ads Create Brand Awareness
The younger demographic is resistance to traditional advertising methods. Therefore, a 10-second, full vertical screen video that appears between stories provides a chance for users to swipe up to view more in-depth content.
Snapchat collaborated with MediaScience and conducted a survey of 320 consumers aged 16 to 56, which compared Snap Ads to those on TV, Facebook, Instagram, and YouTube.
The data concluded that Snapchat ads were had almost twice the amount of visual attention and effectiveness than Facebook and Instagram. Also, Snapchat claims that their ad’s generated a greater emotional response which resulted in double the intent to purchase.
Geofilters Promote Engagement and Brand Recognition
Geofilters have proven to be a highly effective way of bringing in business and developing brand recognition. These are small art graphics that can be placed over a Snap. When Snapchatters in the location of your choice take a Snap, they’ll be able to select your Geofilter and use it to explain when, where, and why they decided to use it.
There are two types of custom Geofilters that businesses can take advantage of: On-Demand Geofilters, which start at $5 is displayed as an example on the right of Krystals 27th Birthday. Anyone can make one of these in any certain area. The more expensive route is Sponsored Geofilters which can burn a hole in your wallet because it typically reaches 40-60 percent of daily Snapchatters. This is what Starbucks used because it has a they pay more to reach a wider audience.
Drive Purchase Intent With Snapchat Sponsored Lens
Sponsored Lenses offer users the opportunity to have some fun with your interactive ad. To activate Lenses, Snapchatters must press and hold on their faces. Some Lenses include prompts the user must follow to active the Lense, adding an interesting twist to the experience. Once you’re done playing with the Lense, it is very easy to send to a friend or post on your story.
This goes hand in hand with word of mouth advertising. Once one person uses a Sponsored Lens and sends it around to friends, other people will be exposed to it and may ultimately repeat the process with their friends and so on.
In 2016, Taco Bell teamed up with Snapchat and created a sponsored lens for Cinco De Mayo. The campaign turned consumers heads into giant taco to celebrate the holiday, which resulted in 224 million views in one day. Taco Bell estimated that they spent around $750,000 for the sponsored lens, but considered it a huge success because of the immense amount of brand interaction with consumers along with the brand awareness created.