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Snapchat is the newest kid on the Social Media block that is making heads turn. Not only has it become hugely popular with the younger crowd, but has also given users new features and cool filters to have fun with. Snapchat is no longer just a simple video and photo sharing app, but one that is being adopted by some of the leading brands as part of their social media campaigns. With self-destructing videos and limited viewability, users find the platform much more private and suitable for self-expression. Here’s a low-down on how to use this app as a marketing tool?

Why you should pay attention to Snapchat?

Snapchat is a popular mobile app that allows you to send videos and pictures, both of which will self destruct after a few seconds of a person viewing them.Snapchat is also a fun messaging app. Users can control who views their messages, photos and videos and also has some cool filters and labels.

With over 100 million daily active users and 400 million snaps per day, Snapchat is one of the fastest-growing social networks. It’s primary differentiating factor from other messaging apps is that it provides immediacy and intimacy. Majority of users are aged 36 and under. Snapchat is specially good for business/brands whose target audience is youngsters and millennials.

How can you use Snapchat for marketing?

1. Real-time marketing

It provides opportunities for your audience to get direct access to live events. If you are rolling out product launches or tradeshows, Snapchat is the perfect medium, it gets your audience excited because you’re providing a different, more authentic view of what’s going on at the event. Some brands have appointed brand ambassadors or Influencers who regularly post updated about such events and manage to create a buzz.

2. Takes content marketing to another level

At its core, Snapchat is for storytellers. Content is fairly quick and easy to produce, but must be filmed or shot in the moment, as opposed to traditional content uploaded from a camera roll. There is no “select all” option to send one message to your Snapchat friends instantly, meaning that each recipient needs to be checked individually.

3. Gives your business a personality

Snapchat gives your business yet another chance to show the values and beliefs of your company, whether it involves providing a service or a valuable product. Since this platform is very popular with the younger generation who place a lot of value on a company’s purpose and wants to interact with brands on its own terms, this is a great medium to build relationships with this demographic.

4. Contests, perks or promotions
   

Contests and promotions have been very successful and popular on Snapchat, proving that everyone, including youngsters, love these kinds of perks. Brands need to think of creative ways to keep their followers coming back for more. For example, offering promo codes or discounts to the fans who watch the entire Snapchat story, or ask them to take a snap while holding your product.

Another way, you could use Snapchat is by providing special content to your audience that they might not receive on other digital platforms. Fashion brands like Rebecca Minkoff and Michael Kors have used Snapchat to debut their collections to followers before they hit the runway.  Recently, cosmetic giant NARS turned to Snapchat to release a preview of its upcoming collection.

5. Geofilters

Geofilters are special overlays that communicate the “where and when” of a Snap in a fun way, whether you’re sending it to a friend or adding it to your Story. Snapchat geofilters are the perfect way to harness your audience’s attention because they’re already digesting your content. Geofilters make it easier for your audience to engage and promote your product or brand organically.

Enhancing business brands through Snapchat

Snapchat’s popularity with the young generation, combined with its unique photo sharing and messaging features is helping brands turn over a new lead by connecting directly with their consumers. Many businesses are now jumping on the Snapchat bandwagon to promote their products in a fun way, or to announce product launches. Urban Decay recently launched a set of special Augmented Reality powered filters to let their young users try out lipsticks from its newly launched collection. NARS, another fashion powerhouse has previously used Snapchat to announce its product launches. Audi, in partnership with The Onion did a unique coverage of the Superbowl sports event depicting funny behaviour of people and pets during the event. Gatorade created a special filter for Snapchat that users had amazing fun with – dunking a bucket of Gatorade over them. All of these, and many more such examples are helping brands break out from the stereotype. It has given the businesses a more and fun personality, helping them develop relationships with their equally fun-loving consumers.