Snapchat is an app that allows users to take pictures, videos, text, or drawings and then send out to their friends. There are two components to Snapchat: one time views and Stories. The difference between the two is that Stories are compilations of snaps you take and add together. Fellow Snapchatters can then view your story for up to 24 hours before it’s deleted. One-off snaps are deleted instantly, right after being viewed. Snapchat said that in May 2014, 700 million videos and pictures were being sent per day – that’s a lot of snapping!
Snapchat has become one of the most popular forms of social media since its release in 2011. Many businesses use Facebook, Twitter, and Instagram, but is there an opportunity with Snapchat? A common mistake I see is businesses using social media platforms that aren’t necessarily the best for them. For example, a tweet saying “Enroll Today!” may not prompt me to enroll my child at your school, but I will click on a link to RSVP for a Sunday family brunch.
With that in mind, Snapchat may or may not be right for your business. Here’s an example where I personally have seen it work.
So, I am obsessed with The Voice and that may or may not because of Adam Levine from Maroon 5. On Monday & Tuesday nights when The Voice airs, I will see nbcthevoice under my Recent Updates feed in Snapchat. They will compile a story throughout the night interviewing the contestants, doing funny skits with the celebrity judges, etc. It’s like I get a “behind-the-scenes” look into the show! Not only is this providing entertainment, but it’s another avenue for sponsors to reach a large audience. You are watching The Voice and they’re showing you new Nissan cars. Nissan has been named the official sponsor of The Voice in Season 7.
Other businesses that have used Snapchat as part of their social marketing mix include:
- McDonald’s
- Taco Bell
- General Electric
- NBA
- Acura
- Rebecca Minkoff
- HBO/Girls
- GrubHub
As you can see, business across varying industries have used the social media platform. You can find out how it worked for them here. Snapchat can be a useful marketing tool, as long as you know your audience. A study conducted found that 58% of college students are likely to purchase a product from a brand that sent them Snapchat coupons. Keep that stat in your back pocket!
For more information on leveraging social media for business, you can reach me by email sengel@g1440.com or phone 410-843-3826.
Sarah Engel is a Marketing Consultant at G.1440 who joined the team after graduating from Towson University with degrees in Business Administration and Electronic Business. She’s an infographic nut and a forever-long Apple fan. When she’s not behind one of her Apple devices, she is often found volunteering with her dog King, or heading to the beach for the weekend.