Snapchat Marketing: An In-Depth Guide

Social media marketing is all about location.

If your target audience is on a platform, then you should be too. And if you’re looking for a younger demographic, that’s Snapchat.

Snapchat is the sixth largest social media network, and it is also one of the most misunderstood by marketers.

So if you’re panicking now about missing the boat on this platform, you’re not alone and you’re not too old – you just need a quick primer.

In this guide to Snapchat marketing, we’ll give you an overview of this multimedia messaging platform, explain who uses it, and give you the information you need to add it to your marketing strategy.

What is Snapchat and how does it work?

Snapchat is a smartphone app based social media platform.

Sometimes referred to as “SC” or simply “Snap”, it was initially designed with the focus on one-to-one private sharing.

He sought to create a natural interaction flow, with shared photos, videos, and messages only available for a limited period of time (up to 10 seconds after viewing), after which they are automatically deleted.

Over time, the developers of the app started adding more features.

They still allow private multimedia messaging, but this is now being complemented by features like live video chat, timelines, and Bitmoji avatars. Users can also apply filters and use AR lenses to add animations and effects.

Well, you might say, this sounds like a fun app, but what can it do for me as a marketer? More importantly, what could it do for my brand?

Why you should use Snapchat for marketing

Successful marketers take advantage of every opportunity to reach out to potential targets who introduce themselves — and Snapchat offers plenty of opportunities.

As of October 2022, it has had more than 363 million daily active users, more than 82% of whom are 34 years old or younger. The most active users are 13 years old.

This means if your brand is going after Millennials or Gen Z, you need a presence on the app.

It may not have the massive size of Facebook or YouTube users, but according to Snapchat’s own data, the average user sits in between 20 and 40 times And he spends at least 30 minutes on the app every day. These are engagement numbers that other sites would kill for.

And not only does Snapchat provide amazing user engagement, but it’s also an area largely untapped by marketers.

There are marketers on the platform, but unlike sites like Facebook and Twitter, where commercial presence is ubiquitous, many brands have yet to establish themselves on Snapchat.

This presents a great opportunity for you.

Snapchat marketing also tends to feel more real.

By showing followers what’s happening in the moment, rather than using a digitally altered, air-filtered, perfect-looking piece of marketing material, you’re showing your business as it really is. People love that.

By now, it should be obvious why you should add Snapchat to your marketing mix, but now comes the hard part: how do you do it?

We’ll get into that in a bit, but while you have time, you should first check out our podcast on how to use Snapchat in your marketing campaigns.

Now, let’s take a closer look at how to use Snapchat.

How does Snapchat work?

If your social media experience results primarily from using Facebook, Instagram, and Twitter, you may find Snapchat a little frustrating at first.

For one thing, its design is somewhat unique. Actions are controlled by unlabeled icons, and swiping right or left takes you to a different part of the app.

And while other platforms are friendly to pre-developed content, Snapchat is not.

Instead, you’ll need to create videos, photos (messages known as “Snaps”), or Snapchat Stories in the app in real time.

There is a bit of a learning curve, but with a little patience, you’ll soon master it and be a pro.

How to take a Snapchat photo or video

After creating an account and opening the app for the first time, you will be faced with a normal rear camera.

Play with this to discover the functions it offers, including turning the flash on and off, reversing the camera, and putting the camera in night mode.

To take a photo, just press the circle button at the bottom. To take a video, press and hold on it.

Then, you can edit the Snap with text, filters, stickers, and links (to your homepage or a special offer page, for example). You will also be able to set how long the content will last for the viewer.

Once you’re ready to send the video or photo, you can decide who receives it, or if you’d like to add it to your Snapchat Story — but we’ll cover that in the next section.

That’s it! Congratulations, you just made your first Snapchat post.

Create a Snapchat story

Snapchat stories are collections of videos and photos that disappear after 24 hours just like Facebook and Instagram stories. They collect your Snaps in chronological order, allowing you to create a narrative around your brand.

To make yours impactful, use original (ie, previously unused) Snaps to create a story arc.

You can select who sees these below settings.

By default, only your friends will be able to view them – but as a brand, you should change this to “everyone” to improve your exposure and visibility.

Determine your Snapchat marketing strategy

If you’re trying to make an impression — and you are — all you have to do is put a profile together and upload an occasional video that won’t cut it.

You need a well-thought-out strategy that speaks to your audience in a way that resonates and generates real results.

But before you can achieve results, you need to know what you hope to achieve – and write down your plan to achieve it.

First, consider your goals. Do you want to use Snapchat to:

• Building awareness?
• Expand your customer base?
• Re-handling cold prospects or former clients?
• Generating buzz about a new product?

Once you have decided what you want to achieve from this platform, it is time to develop your strategy.

Decide who you want to reach and what action you want them to take, then decide what type of content will best help you achieve that.

Don’t be afraid to experiment.

And know that some of your approaches will fail. But this is what separates successful marketers from mediocre: Successful marketers always learn from failures and apply that knowledge to help them get better results.

What type of content should you create? Read on – we’ve got you covered.

Types of Snapchat marketing content

Like other forms of social media, SC is all about encouraging participation.

There are several types of posts you can hire to make this happen, including:

• Peeks – If you have a new product or offer that people have been clamoring for, Snapchat is a great way to generate excitement. A simple image that says “He’s here…” can impress people who were looking forward to this release, inspire shares, and increase conversation about your brand.
• backstage People like to see how sausages are made. Snapchat allows you to present this in an original and unpolished way. It helps your audience feel connected and “in the know,” while making them part of the experience.
• User generated content Increase your exposure by inviting your audience to your Snaps. Tie giveaways and contests into your plan and reward people who use your custom hashtag or mention your brand in their own snaps.
• interaction Create activities that your followers can engage in, such as asking your audience to send them Snaps using your product or otherwise interact with you. For example, you could ask them to fill in the blank in “I use my own.” [your product name] For _________.” Let them know that the best answers will be featured in your story and/or receive a prize.
• Testimonials – Recommendations Do you have a super fan who really loves your work? Have them shoot a short video explaining why, then share it with your audience.
• coupons or QR codes Give your audience an incentive to check out your footage. Include a digital coupon or QR code that redirects to an exclusive offer page.

Snapchat ads

So far, we’ve only talked about ways to use SC for organic marketing, but the app also offers paid options for different price ranges.

If you have a marketing budget, you can buy ads that go directly to your audience’s feed, or buy ads in a discovery section.

You can also sponsor Lens as a way to create user engagement and help bring your brand to life.

On the other hand, if you don’t have access to a large marketing budget, you can use Snapchat On-Demand Geofilters, which use custom artwork to promote your brand, location, offer, or event.

Examples of Snapchat ads

Snapchat Marketing Best Practices

Now that you know how Snapchat works, how to publish content, and how to develop your strategy, let’s take a look at some best practices to help you maximize your impact:

• Let people know you’re on Snapchat – If you are joining the SC, mention it and ask for followers on your other social channels.
• Improve your profile Choose a username that matches your brand. And be sure to include your site’s URL.
• Keep it light – The folks at SC are for entertainment, which means your content should be interesting and interesting.
• Showcase your brand and/or products – It should be immediately apparent to anyone viewing your Snaps for sale.
• Interact with other users – If you want to participate, you have to deal with others. Find collaborations, respond to Snaps, and follow other Snapchatters.
• Don’t be oversold – Despite that last point, you have to walk a fine line between being informational and being a hard sell. Snapchat is generally not a good platform for high-pressure sales tactics.
• Post regularly Consistent posting is essential to building your following and expanding your visibility.
• Try something new Don’t be afraid to take a risk and try something different. In the worst case scenario, it’s gone in 24 hours.

Let’s get Snapping

Snapchat is a fun and effective platform for marketing, but many marketers put off how different it is from other, more comfortable social media sites. But their loss is your gain.

Snapchat users have $4.4 trillion In spending power they are very much from a generation that is not only comfortable with online shopping but also prefers it.

We hope this guide encouraged you to get started and decide on your strategy and shots.

More resources:

• 10 ways businesses can use Snapchat
• How to find influencers to follow on snapchat
• Snapchat vs Instagram Stories: Which is Best for You?

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Featured image: Marketa Kuchynkova/Shutterstock