Is your organization on Snapchat? If not, it’s something you should consider. As a platform, Snapchat is exceedingly popular within the 15-to 25-year-old demographic and is only growing from there. It’s also new enough that businesses have not overused it yet. While many think Snapchat content has little value due to it disappearing after its time limit expires, it actually may help more than hinder it’s digital marketing capabilities.
On social media platforms, viewers go through content quickly, with marketers only getting around 50 percent of users attention at a time. Those users typically will not see that content again, even though they have the option to look back at it. Snapchat users, however, cannot look back even if they want to, so marketers usually have 100 percent of their audience’s attention during the content’s life, between one and 10 seconds depending on the sender.
Marketers on Snapchat
There are many ways content marketers can use Snapchat to engage followers and further their company’s initiative. For example, you can ask followers to make creative photos and send them to your organization’s Snapchat for a contest. Then you can screenshot the photos and post them to other social media sites so everyone can see their efforts. By promoting campaign like this, your company can use Snapchat to interact with everyone who follows you, rather than just one on one.
Snapchat stories are another great way to engage with your followers. You can put together seven to 15 collections of images to tell a 150-second story, or just one 10-second story. Snapchat even allows you to decide how you want to tell your story. You can share one long narrative, like snapping an entire charity event, or simply add one snap at a time.
It’s easy for organizations to create a platform for themselves on Snapchat if they give back as much as they receive. People enjoy being acknowledged, especially by companies, and some can use it to further awareness for their own products and services. Use Snapchat to interact with people during events to create awareness for your company and encourage people to come to more events in the future.
While Snapchat does not have set metrics, it does allow you to see how many people viewed your stories and how many people took screenshots. Though less traditional, it is still information you can use to your advantage. If you are new to Snapchat, consider watching other successful users to get an idea of what would work best for your organization. See how they engage with your audience and how you can apply that to yours in a way that will bring your company engagement and long-term success.
Joe has a passion for supporting brands and non-profits through content marketing, mobile, and technology, having held roles with LLuminari / Oprah Network, WPP, Epocrates, Lycos, and Roche.
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