It is actually really pertinent that Snapchat, an app dedicated to transience and impermanence, is becoming increasingly popular in our ever-so dynamic society. For it’s 100 million users, of primarily 18-34 years olds, this quick fast nature is the appeal. For businesses, this can cause a headache.
Any content put on Snapchat is only available for 24 hours, so content creation is about the moment you’re in. Note: Of course, the advent of Memories has introduced some retrospect to Snapchat but we’re yet to see how that takes off just yet.
Whether you’re a business targeting Millennials or you just want to see how the show is run, here are some handy hints for a Snapchat rookie.
- Creative a narrative
Story telling is one of the oldest tricks in the book as a persuasive tool and Snapchat is just a modern extension of this. For example, QANTAS recently joined Snapchat to tell stories about their employees and the company. Users enjoy getting to pull back the curtain and see into the daily narrative of an organisation. The operation of this is low cost and low risk, since it is deleted in 24 hours, and a fun way to engage with users through brand narrative.
2. Don’t overthink it.
Snapchat is raw and stupidly simple. There aren’t any after effects on this bad boy. Of course, you can get creative and add emojis, or filters and the like. But at the end of the day, Snapchat isn’t anything flashier than a 10 second video. Consequently, don’t get too overwrought on perfection! You’re not supposed to curate the perfect image, you’re supposed to capture the moment. The beauty of this is that it allows true, genuine communication between an organisation and its publics. There’s no frills, fluff or photoshop. It’s pure, two-way communication at its finest.
3. Get some cash dolla $$$
(Kylie Jenner uses Snapchat to exclusively release content before any other platform)
Snapchat is not just all fun and games. It can also be about the dollars (🤑💸🤑) by incentivising your Snapchat following with exclusive perks. Kylie Jenner does this through releasing new cosmetic products to her Snapchat following before anyone else. And it actually works, with stats demonstrating that 58% of students said they were more likely to buy from an organisation when given a coupon code.
While bearing these tips in mind, enjoy using Snapchat to engage with your publics. Keep it short. Keep it casual. And remember – you’re only as good as your last Snapchat.
Hopkinson, G.C. and Hogarth-Scott, S. (2007), “Stories: how they are used and produced in market(ing) research”, in Belk, R.W. (Ed.), Handbook of Qualitative Research Methods in Marketing, Edward Elgar, Cheltenham, pp. 156-74.