Last year, we looked at the unorthodox ways brands are using Instagram, Vine and Snapchat to market themselves. Almost a year later, these platforms have only continued to grow in popularity among marketers – but none in quite the same way as Snapchat.
Valued at over $US15 billion and with over 1 million Aussie users, the platform, which allows users to send photos which disappear after being viewed, has proven itself to be a growing social media superpower. In 2014 Snapchat reported that users were sending over 700 million photos and videos per day.
In our previous blog we mentioned the 16 Handles yogurt store in New York which offered a coupon to its customers – all they had to do was wait until it was time to pay before they opened it. In a similar vein, a fast food delivery company in the US asked users to use the app’s drawing feature to sketch their favourite fast food, then at midnight they picked the 10 best snaps to win a discount code for their website.
However, you don’t need to be offering time-sensitive coupons to make the most of Snapchat. Many brands have found the platform to be the perfect way to tease new products. Back in 2013, make-up company NARS used Snapchat to send a 3-second video preview of a new collection. It was such a hit that fashion brands such as Rebecca Minkoff and Michael Kors soon jumped on the Snapchat marketing bandwagon.
Snapchat, by nature, is extremely casual. Most users simply snap goofy selfies to send to their friends. Keeping this in mind, if you choose to add Snapchat to your marketing repertoire, it’s important to stay relatable and approachable. More and more often the companies which succeed are the companies with a strong, unique personality. Making your business seem more personable is the best way to connect with younger demographics.
Quick facts about Snapchat
What is it?
It’s an App than can be downloaded for iOS and Andriod
How long has it been around?
Launch in July 2011 under the name Picaboo
How many photos and videos are sent per day?
700 million (2014)
What are the new developments from Snapchat?
A new Discover feature allows Snapchat users to view news in the form of Snapchat Stories with the stories disappearing after 24 hours to be replaced by new content.
Who uses Snapchat?
The majority are women and about 70% are under 25.
If you’d like to learn more about how you can use Snapchat or other exciting and cost effective digital channels for your brand, get in touch with Infodec Communications today.