Should your brand be on Snapchat?
Snapchat, snapchat, snapchat. You’re hearing a lot about this social media platform lately – you heard about it if you attended the Southern C Summit, plus you read about it in this post from Emily Hines right here on the blog. And rightly so considering it now has more daily active users than Twitter. Plus, Snapchat users are the most engaged audience and find it to be the #1 most enjoyable communication technology.
Previously regarded as a teen’s kingdom for quickly sending messages that poof! disappear, things have changed a lot since their debut in 2011 and wider adoption in 2013. In fact, 63% of Snapchat’s users are 18-34 years old.
As a small business owner, creative or blogger you may be wondering whether you should put your brand on Snapchat. Your brand being you in your day-to-day life (especially for bloggers) or your company. The possibilities of how to utilize the tool are endless. In fact, businesses could even use it for product testing (“screenshot your favorite”) or exclusive coupon codes (“use code SNAP123 to get 15% off”).
Snapchat is quickly growing, but it isn’t for everyone just yet. In fact, the platform was (and for the most part still is) designed with 17 year-olds in mind, so it’s not super intuitive :). Here’s a checklist to help you decide if it’s right for your brand:
- My target audience is between the ages of 18-34
- My target audience is primarily female (70% of users are women)
- I have behind-the-scenes, exclusive, live and/or beautiful moments to share with my viewers
- I, or someone on my staff, is available to post frequently and real-time
- I have Instagram, Facebook, Twitter, a blog, a website, etc. that I can promote my Snapchat username on
- I’m not intimidated by video – I don’t mind being the voice behind the camera, or better yet, I don’t mind talking into the camera
- I have an understanding of Snapchat including how to use the stickers (emojis), how to write text and make it different colors/sizes, how to draw, how to swipe to apply geofilters and how to utilize the lenses
- I understand how to respond to chats sent from viewers
Now, this isn’t meant to be intimidating and you shouldn’t see these as barriers to entry. In fact, I would say you should go ahead and get the username you want now even if you might not ever put your brand on the platform (note once you create your username, you can’t change it). If you’re toying with the idea, at least join now and start watching what other folks are doing.
So go ahead, get on Snapchat, play around, do a soft launch of sorts. Then, when you feel like you can check the boxes above, share your username everywhere and with everyone to grow your audience.
And remember, having a username and being a content creator on the platform isn’t the only way to play. There are geofilters you can create for a very low cost of entry for smaller, localized events (go here). Although know that large or national events are often given by priority to sponsors or first come/first served.
Snapchat is also getting better in providing ways for brands to advertise and if you have a decent budget, there are a variety of options on how you can participate. More importantly, their targeting is getting better too and will be a lot more sophisticated by the end of Q3.
Are you on Snapchat? Share your username in the comments so we can all follow each other!
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