Snapchat – Why Brands Should Be Taking Notice
Despite being around since 2011, Snapchat is still the newbie of social media platforms. Snapchat is also the fastest growing of all social media platforms, however brands still don’t seem to be fully taking notice of it. With 100 million daily users, and 45% of users aged 16-24, there is a good chance that your target audience is using the app.
With Snapchat continuing to grow some big brands have recently jumped on the Snapchat bandwagon, such as McDonalds, Coca Cola and Amazon. However, with only 1% of advertisers using Snapchat for marketing, I have outlined why brands should be using Snapchat to communicate with their audiences.
What is Snapchat?
For those who don’t use Snapchat regularly or are completely lost by the concept here is a brief explanation.
Snapchat allows users to take photos or videos up to 10 seconds throughout the day and share them with their friends or via ‘my story’. Snapchat also allows for users to add an edit or geofilter (which we will come back to) over their image or video. The photos and videos expire after 24 hours on ‘my story’ and private snaps and videos disappear after viewing. This means that the platform is constantly changing and keeps it’s content new and interesting for users. In the disposable society we now live in, Snapchat effortlessly fits into people’s lives.
More than 70% of Snapchat’s users are under the age of 35, according to ComScore data. Therefore, if this is your target audience you should definitely be making use of Snapchat!
With many young people now opting for the little yellow ghost over the little blue bird it is important that brands are able to connect with users in a way they find interesting and relevant.
Bring a human face to your brand
Snapchat can be an important tool for brands to bring a human face to their audience. Brands can use Snapchat to show users the ‘behind the scenes’ of what is going on.
Adidas have recently pulled back the curtain to show users their way of thinking in a very unique way. They have opened a window to let users in on what its like to be a football player on a day to day basis.
Global social media director Dan Bulteel has commented: “It’s our raw and real platform where we offer a look behind the curtains at life in the Adidas family.”
Adidas have perfectly blended selfies with their own animations that allow them to present their products in an interesting and unique fashion that connects with their users.
Snapchat offers a form of communication that no other social media platform can claim to do so. People are increasingly choosing to share the stories of their life through images and videos instead of text and this explains the rapid growth of Snapchat.
The approach Snapchat has taken with photos and video disappearing straight after activation is something unique to Snapchat. Puzzling at first, as a frequent Snapchat user myself I know it allows me to send photos of myself that I perhaps wouldn’t share to Facebook for everyone to see – for ever more.
Snapchat allows the user to chose who they share photos and videos with, while also giving the option to share with everyone on ‘My Story’. This is unlike Facebook and Twitter, where content posted is open to a vast audience – something not everyone is enthusiastic about!
Snapchat has recently announced the new ‘geofilter’ option that is now open for anyone to create their own geofilter. This is an extremely important tool for brands, as it allows them to tap into the younger audiences that are now ignoring Facebook and Twitter.
Snapchat already has location based geofilters which have proved extremely popular, with location based overlays accounting for over a million snaps sent per day. So when you visit a city or location and want to let your friend know where you are you can easily do so with location based filters.
Now for as little as $5 brands will be able to create their own geofilter. This will allows users to effortlessly let their friends know where they are and what they’re doing.
For example, I like to go out for food and send friends pictures of my delicious looking meals. If I don’t add text to let friends know where I am occasionally they may come back and ask me. This new filter would allow me to effortlessly identify the restaurant I am in and share it with all my friends.
It is also a great fun idea that people will be using for their weddings and birthday parties.
As this is a new and exciting feature Snapchat have announced, brands that are using it already will present themselves as relevant and fun.