From notepads to iPads and textbooks to Facebook, technology and the way we receive information is shaping the way companies execute efficient marketing strategies. In response to the introduction of the smart phone and the exponential growth of social media users, digital marketing has become a vital part of effective marketing tactics. With each new social media platform comes the decision for a company on whether it will use the platform towards advertising efforts or make it the source for sharing the company’s brand.
The trendy social media platform, “Snapchat,” by Snap Inc. saw a tremendous 350 percent growth in users from last year, attaining a user base now larger than Twitter and Pinterest. According to Snapchat, over 150 million people use the app, so whether your company decides to market to this user base or not should be determined by your goals and target audience.
According to Snapchat, sixty percent of users are under the age of 25 and nearly a quarter haven’t graduated from high school. The largest demographic is 18-24 year olds, which make up about 37 percent of total users. On any given day, 41 percent of people in the 18-24 year old demographic use Snapchat and college students are more likely to have Snapchat accounts than non-college students. Data from the Wall Street Journal shows that 70 percent of all Snapchat users are women.
Since the average Snapchat user is on the app for approximately 30 minutes a day, there are two main ways that marketing through Snapchat can be effective for your company: advertising and branding.
Advertising on Snapchat
Advertising through Snapchat shouldn’t be ignored by companies trying to initiate the most effective marketing strategy, because Snapchat garners around twice the visual attention of Facebook and 1.5 times more than Instagram. For advertising strategies, Snapchat allows you to do account takeovers with influential social media icons, share promo codes that can only be used if they are redeemed within the ten-second time period, give product tutorials and promote events through sneak peeks. Another advertising method is to hold contests using Snapchat. Using other social media platforms you can create contests that allow Snapchat users to snap pictures of your company’s product in order to receive a certain amount of money off their next purchase or have a contest to see who can receive the most snaps from friends using the product.
Branding on Snapchat
When it comes to branding, Snapchat can give your company a voice and engage your audience with your company’s culture and values. You can give behind-the-scenes tours of your workspace, products or employees and show some of the day-to-day operations of your business. Snapchat also gives you the ability to chat with customers one-on-one and give them informal information that you would otherwise leave out.
A word about Geofilters
The final aspect of Snapchat that ties together both advertising and branding is the Geofilter feature. Geofilters are special effects that Snapchatters can place over their photos while they are in a certain geographic area. Companies can create branded filters and use them to hold contests, offer promotions or leverage upcoming events. Brands can create custom Geofilters subject to approval by Snapchat and then designate a geo-fenced area where the filter will be available. It’s hyper-local, geo-targeted engagement. And it’s fun!