Remember when people thought Snapchat was little more than a platform for sexting without getting caught? Contrary to those initial assumptions, the app has surged in popularity since its launch in 2011, now boasting almost 100 million daily users. While many brands have caught on to this surge in popularity and found creative ways to engage with customers on Snapchat, the platform isn’t for everyone. Here are a few tips to decide if your brand should be on Snapchat.
Youth Appeal
Millenials age 18-34 account for 71 percent of Snapchat’s U.S. users. So naturally, “brands most likely to be successful on Snapchat offer products or services that naturally speak to a younger, millenial audience,” says Jen Boyle, content strategy director for Olson Engage, a PR and social media agency.
So, if young people are your target demographic, by all means jump on Snapchat and have some fun. But if you’re selling luxury cars, you might want to save that awesome campaign idea for another platform.
Tease Your Product
Some of the best content brands create on Snapchat is teases to new products, says Boyle. The short, disappearing format can leave followers wanting more. And because Snapchat users often take advantage of the disappearing format to send silly photos to their friends, it’s a great opportunity for brands to show off their goofy sides. “The weirder you can be, the better,” says Boyle.
A Lesson From Taco Bell
Taco Bell was the first major brand to jump on board with Snapchat in May 2013. And it worked. The brand has garnered a loyal, “crazy engaged” following, with 90 percent of its Snapchat friends viewing messages in their entirety. It turns out Snapchat is a pretty great place to announce the launch of Spicy Chicken Cool Ranch Doritos Locos Tacos — which Taco Bell did in the form of a five-minute short film called “Rush Hour.” To accomplish this, the brand utilized the Stories feature of the app, where users can link snaps (video or photo) together in a format that followers can view as many times as they’d like for 24 hours.
When to Avoid It
If you’re scratching your head wondering what your brand could possibly have to share on Snapchat, the platform probably isn’t the best way to meet your target audience. “Avoid Snapchat if, quite simply, it feels like a stretch,” says Boyle. “Or if you can’t see your brand authentically using a youthful social voice there.”
