Should You Bother With Snapchat Marketing?

Eloise Best's picture
Eloise Best
Eloise Best wrote:

With so many new social media platforms popping up all the time, it can be hard to decide where to focus your marketing efforts. Should you join every platform that you hear about? Or concentrate on a select few?

Snapchat is a platform that works well for brands who want to target young people, are keen to experiment with unconventional ad formats, and are looking to create location-specific content. Keep reading to find out whether or not Snapchat marketing could work for your business.

Snapchat Is Popular with Millenials   

It’s been found that Snapchat reaches 41% of 18-34-year-olds in the US every day, and 77% of college students use Snapchat daily.

The stats are pretty impressive, and for brands hoping to target the younger demographic, Snapchat could be a winner. If you sell a product or service that’s aimed directly at teenagers or college students, it’s well worth investing in a Snapchat marketing strategy.

Even if your brand is more general, it’s worth considering Snapchat for any millennial-specific campaigns you run, like back to school special offers, student discounts, and loyalty programs. However, if the majority of your customers fall into the 35+ category, Snapchat probably isn’t the platform for you.

Branded Lenses See High Engagement  

It’s one thing to know that your target customer uses a specific platform, but it’s an extra challenge to create content that actually leads to engagement.

Research shows that Snapchat users play with sponsored lenses for an average of 24 seconds before sending snaps to their friends. This is a powerful form of engagement, since you’re capturing the users’ full attention while they’re using the lens, and reaching a wider range of potential customers when they send their finished snap.

Lenses are a chance for brands to get creative and show their ‘fun’ side, so they’re perfect if you’re aiming for a playful brand image. If you’re looking for a social media platform that’s all about unique engagement, Snapchat is a good option.

Geofilters Allow Location-Specific Advertising

Want to create location-specific content that appeals to local customers? Snapchat offers one of the most unique forms of location-targeting with its custom geofilters.

Geofilters are overlays which can be added to user snaps before they’re sent to friends. You can design your own geofilters and set a specific location for them - for example, if you run a coffee shop, you could create a filter that makes it look like coffee beans are raining down from the sky, then make it available to anyone within a few meters of your shop.

Geofilters are ideal if you have a physical storefront and you want to encourage visitors to share their experience with friends. Create a cool enough filter, and people might even visit just so they can use it.

Snapchat is a powerful marketing tool, but it won’t work for every business. If you’re targeting young people, you want to boost engagement with playful content, and you’re keen to create location-specific ads, it’s definitely worth looking giving Snapchat marketing a try.

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