Snapchat was created for friends to easily send pictures and videos to one another, and it has come a long way since being launched in 2011. It is not the most popular digital platform for companies to use for marketing, but it definitely can be effective if you go the right way about it. This blog is going to explore the factors and features a business can keep in mind when creating an effective Snapchat marketing campaign.

Source: https://www.marketingweek.com/2016/02/18/why-snapchat-is-moving-into-ecommerce/

There are different factors that companies have to think about when marketing on Snapchat, this Forbes article discusses some of these. DeMers (2014) suggests that embracing the 10 second time limit is the number one top tip in using Snapchat for marketing purposes. In fact, he suggests this is the perfect opportunity to give teasers to your consumers for new products. There’s nothing more exciting than seeing a short snippet of what’s to come.

On the other hand, this short time limit can be a major limitation to this marketing technique and some companies may not find having to do such a brief advert so appealing. DeMers (2014) also discusses that portraying the companies personality through Snapchat is an effective marketing technique, however, to show personality in such a short time frame will be difficult for a company and the image or video will have to be well thought out to contain content to portray this personality fast.

Parker (2016) discusses how companies have used Snapchat effectively in her guide to marketing on the app. It is said that the most effective way a company can use Snapchat is producing their very own filter, we all know everyone loves using these filters, the funnier the better. This article raised a good point that companies like Starbucks who have their own filter are doing it right. Starbucks used this technique to launch their Snapchat chilled summer drinks campaign. These filters get sent around to everyone, and seeing your friend constantly sending you this logo is probably going to get you thinking that you want a Starbucks. However, everything can be critiqued and even this wonderful idea has a down fall, creating this filter and making it available for a long time can be pricey, but it’s probably worth it.

Source: https://twitter.com/frappuccino/status/728231049516310528 

Snapchat is used by millions of people, all kinds of people. This alone does show that using Snapchat to market your goods can be very effective, however, pleasing your audience is so important. Your grandparents probably don’t use Snapchat, they might, but they probably don’t so this does restrict what kind of company can use Snapchat for marketing purposes. But if your audience are Snapchat users then targeting and understanding them is one of the most important things you have to think about. The overall casualness of the app has to be taken in to account when deciding on what kind of language is going to be used and making sure that posts have a sense of fun.

There are fun ways that you can market your goods on Snapchat, SocialMediaExaminer discusses some of them here. This article discusses using influencer reveals, account takeovers and promo codes to effectively use Snapchat by taking the fun approach. Staging an influencer reveal can be a great way to promote your company, this includes having an influential, well known character talking up your company or product. McDonald’s have used this approach, for example; they used a video of LeBron James loving one of their new burgers. This kind of technique works because consumers love seeing someone they know using a product, and we can all admit that for some strange reason we have at some point bought something or used something specific because we’ve seen a celeb we love using it (guilty).

Source: http://www.socialmediaexaminer.com/10-ways-to-use-snapchat-for-business/

If a company wanted to use fun techniques when marketing through Snapchat, giving consumers VIP access to backstage of the product or service happening is a great one to use. It’s popular between fashion shows, giving previews of what’s happening back stage. I’ve seen this happen so many times and I’m sure there are loads of people that are interested in watching them, but I have never been too bothered about watching a 550 second Snapchat story, everyone knows; the longer the worst. However, there are thousands of people that are interested in watching these so from a company’s point of view this can be a fun and effective technique.

So, I don’t think anyone will disagree that Snapchat is a fun and effective way to market your product or service for short amounts of time. There are lots of choices of how to do so, even though it comes with limitations too, Snapchat is great once you know what audience you’re targeting and you understand the casual feel of the app.

References

• DeMers (2014) Available at: https://www.forbes.com/sites/jaysondemers/2014/08/04/your-guide-to-using-snapchat-for-marketing/#14b568e43e35 (Accessed: 28 February 2017).
• Parker (2016) Available at: https://blog.hootsuite.com/snapchat-for-business-guide/ (Accessed: 28 February 2017).
• Siu, E. (2017) 10 ways to use Snapchat for business: Social media examiner. Available at: http://www.socialmediaexaminer.com/10-ways-to-use-snapchat-for-business/ (Accessed: 28 February 2017).