Snapchat changed the social media landscape with the introduction of disappearing content. Learn why Snapchat is important and how to use it effectively.
- Social media has completely changed the way we communicate today. Snapchat is no exception. This network introduced the concept of disappearing messaging, at first, a shocking feature but turned out to be quite attractive. In fact, the platform sees 10 billion video views daily. In this video, we'll discuss what Snapchat is, why it's important, and how your organization should consider using the platform. First, let's go over the unique features of Snapchat.
Snapchat is a mobile-only social network that allows users to share time-limited images and videos as messages with their friends and publicly to their stories. These messages, known as snaps, only last for a few seconds. The author can select how many seconds. The messages can be viewed again for only 24 hours, afterwards this content is erased for ever. Geofilters can be added to the content as well. Geofilters are filter overlays that go over top of images and videos that correspond to the message creator's location.
Another popular set of features are Snapchat's lenses. The lenses use face-tracking technology to put a mask or another type of animation over a person's face as they're taking a selfie or a video. There are all kinds of lenses. They can, for example, make the user look like a dog, a zombie, or have extra-large eyes. The lenses that are offered are changed periodically. Snapchat is different from other social networks because most of its audience is under 25 years old and the content shared there is meant to be more raw, unscripted, and immediate.
Because Snapchat's audience is dominated by a younger demographic, it doesn't make sense for every type of business to be active there, and that's okay. This is why it is so important to review your options and see which social networks make sense for your company. Snapchat's benefit is the temporary nature of its content. This leads to a more relaxed atmosphere and more authentic expressions. Content shared to Snapchat is the opposite of the flawless photo posted on Instagram or the well-written post shared to LinkedIn.
Instead, you'll likely see updates from behind the scenes. Now, if you're looking to use Snapchat for business, here are the three keys to success. First, establish a unique perspective that reflects what your brand stands for. Since Snapchat is mobile-focused, highlighting your brand from the first person perspective can help your organization feel more like a friend on the network as opposed to a brand. Birchbox does this well, as they often give different members of their team control of the company's Snapchat for 24 hours to provide a day-in-the-life coverage of each employee.
Next, create an original content series that educates, entertains, and uses Snapchat's unique features, quick and temporary content. Post content match the medium, like Entertainment Weekly's Ten Second Review Series on Snapchat, that shows binge-worthy movies and TV in under 10 seconds. Lastly, boost your reach on Snapchat by partnering with influencers to share content with their audience. For example, Taco Bell hired an influential Snapchat artist to draw a bunch of snaps for them on their account and on the influencer's account to reach more people.
Is Snapchat the right fit for you? It's your call. Figure out if your audience is active there and if the platform's unique features help you achieve your goals.
- Why invest in social media?
- Developing a documented strategy
- Defining your audience
- Finding the right channels
- Understanding the nuances of different social networks
- Developing a content series
- Publishing best practices
- Competitive intelligence
- Understanding paid advertising
- Driving results with paid ads
- Pairing metrics to goals