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If the marketing trends of 2017 so far had to be summed up with only one word, perhaps the word would be: speed. Whether marketers are targeting audiences on Twitter, Instagram, Facebook, or even more traditional media outlets, speed is becoming increasingly vital to the success of a company’s marketing campaign; the speed at which information is being shared, received, and forgotten is ever-increasing. Marketers, in turn, must keep up with the fast-paced turnover of current trends. One key outlet for this is Snapchat.
With more than 150 million people using the app for an average of 25 minutes every day, it is clear that Snapchat is an app whose relevance in the marketing sphere is only going to continue to rise. So what? Why is this app any different from the rest of the social media platforms? In short, Snapchat holds unique keys to ensuring a brand’s marketing campaign remains fresh. Snapchat users share temporary videos, photos and messages with their followers. Since all of the shared content is temporary, one’s content is always changing and evolving with greater speed than traditional media outlets such as articles or even blog posts. And as someone who is absolutely hooked to Snapchat, take it from me: it really works.
Intrigue Through Exclusivity
Delmondo, a video analytics software platform and creative studio, created an infographic about how best to use Snapchat for marketing and advertising (https://www.marketingprofs.com/chirp/2017/31456/how-marketers-can-use-snapchat-in-2017-infographic). Delmondo states that “Snapchat is ideal for real-time social media marketing because it can give the audience direct access to live events…Snapchat gets your audience excited because you’re providing a different, more authentic view of what’s going on at the event.” By giving your Snapchat audience an insider’s look into something they wouldn’t otherwise get to see, you add a sense of exclusivity and thus heightened intrigue. The “event” Delmondo is referring to can be anything from a gala hosted by a company to employees of a company working on an ordinary day. What makes the Snapchat videos exciting isn’t the event itself, but rather it’s the behind-the-scenes exclusivity. Delmondo goes on to identify four reasons why Snapchat is a game-changer when it comes to marketing. “New features mean additional tools for creative marketers. Temporary content commands attention. Snapchat followers are a committed audience. Millenials are less affected by traditional marketing.”
The Snapchat Effect in Action
Sour Patch Kids, the candy brand, is a Snapchat marketing powerhouse. In a recent Snapchat marketing campaign, Sour Patch Kids quickly gained popularity and tons of followers by pulling off several public pranks, as well as launching outfit contests. (https://www.entrepreneur.com/article/286147) Together, these Snapchat-specific, brilliantly creative marketing techniques hyped up a candy product that has existed for what seems like forever; it made the old suddenly seem new.
Nars, the beauty brand, is also a Snapchat standout. Nars hit gold when they used Snapchat to release previews of an upcoming makeup collection. They created incentive for consumers follow the company’s Twitter and Instagram accounts, since only those who followed Nars’ social media accounts would be able to have access to the big reveal of the new products. (http://www.convinceandconvert.com/social-media-case-studies/5-creative-ways-brands-are-using-snapchat/)Not only did this get consumers involved in this product launch, but since so many consumers followed Nars’ social media handles, this ensured that the digital audience for all future launches would also be substantially increased.
Keep It Fresh
The bottom line is: Snapchat is a fresh way to market consumer and non-consumer brands alike. Its fast-paced feel, in addition to its young audience and high consumer traffic, makes it the perfect tool to take your next marketing campaign to the next level. So if you’d like your brand to be perceived as creative, young, and unapologetically cool, give Snapchat a try.