It’s safe to say that Snapchat’s reputation precedes it. Allowing users to send pictures and videos that automatically delete after ten seconds, the app has been hailed a sexting hotspot and fast became a name that strikes fear into the hearts of many parents. However, over the past few months I’ve noticed that the app is undergoing something of an evolution thanks to a few brands that have decided to reclaim it.
When you think about it, it was only a matter of time. First there’s the fact that 350 million photos are ‘Snapped’ every day – that’s a huge potential audience. Then there are the elements of fun, mystery and scarcity that Snapchat creates. Not just attractive to those wanting to share pictures of their funny faces (or, indeed, something racier), they’re also elements of the buying experience that are very attractive to consumers and can prompt more consumer action.
It's no wonder then that Snapchat is something of a marketing underdog, and that an increasing number of brands are utilising the platform in the following ways:
1. Giving out promotional codes
Promotional codes are great for encouraging more sales and new customer acquisition, but I think they could be more exciting. Asking users to add your Snapchat handle then giving them a time to stand by their phones for a one off code is a great way to create anticipation and excitement. Then there are Snapchat’s time constraints. Once that code appears users have a mere 10 seconds to note it down or take a screenshot, creating those attractive elements of fun and urgency.
Co-operative Electrical used this to great effect. Taking advantage of Snapchat’s average user age of between 13 and 25, they targeted students with a £30 off code for use on any of their laptops.
2. Previewing new products
The scarcity of snaps provides the perfect opportunity to reveal sneak peeks of new products and collections. Whether it’s a series of abstract photos of a product lasting a few seconds each, or a ten second long video that affords a proper glimpse or even demonstration, don’t be afraid to get creative. If users then screenshot your snaps and post them to additional social networks to show people they took part, that’s even more exposure for your brand.
Both NARS and Rebecca Minkoff recently promoted upcoming collections using Snapchat, with NARS sending a series of three second long snaps and Rebecca Minkoff choosing the full ten second glimpse route.
3. Encouraging audience participation
Audience participation isn’t just reserved for the Rocky Horror Show. Rather than just handing out coupons and offer codes using Snapchat, why not get your followers to do something to earn them? Depending on your brand you could ask them to send a snap of themselves wearing an item of your clothing, tucking into some of your food, browsing one of your shops – anything that creates a bit of excitement and a challenge.
Popular US based Frozen yoghurt franchise 16 Handles was one of the first brands to test this technique. They launched a New Year offer asking fans to send a snap of their frozen yoghurt in exchange for a variable discount and apparently received around 1,400 interactions!
4. Utilising ‘Snapchat Stories’
In October Snapchat released a new feature called Snapchat Stories. It lets users string together different photo and video snaps to create longer snaps that last for 24 hours, rather than the standard ten seconds. It provides a great opportunity for brands to get creative and, as the features name suggests, tell a story that lends more personality to their business and even takes fans behind the scenes.
Taco Bell is no doubt the most famous advocate of Snapchat Stories. They played on the fact that people love sharing their experiences with eating out, and created a story centred on a group of friends’ journey to Taco Bell.
5. Playing on the ‘sexting’ controversy
While it isn’t advisable to send fans full on snaps of your natural assets, there’s no harm in playing on Snapchat’s formidable reputation. Obviously this is industry dependent, but fashion and beauty brands in particular can use it as an opportunity to show a cheeky bit of skin and get people talking. Just remember not to rely solely on these kinds of snaps or healthy controversy could come across as desperation. Utilise them sparingly and mix them up with other content.
Clothing retailer Karmaloop is the only brand I’ve seen take advantage of this. By showing “a little bit of boobs and butt” alongside regular snaps of products, they’ve amassed over 2000 followers.
While these brands are leading the way when it comes to marketing on Snapchat there are still a couple of ways in which I’d love to see the platform used, and haven’t thus far. First, Snapchat competitions.
Running a competition on a specific platform not only raises awareness that you have an account there, but creates a sense of exclusivity that makes Snapchat users feel like they’re receiving content created specifically for them.
Another way to create a feeling of exclusivity is by actually replying to your followers, something I haven’t seen brands do. It’s a social media essential on every other platform, so why not on Snapchat? Chances are once someone has followed your brand they’ll send random snaps to see what happens, so return the favour with something that will make them laugh and get them talking. You never know, they might even tweet about the fact that you replied to them and create yet more social exposure for your brand.
Do you think Snapchat has a part to play in social media marketing? Let me know in the comments section.
By Charlotte Varela, Head of Social & Content at Tone Agency.
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