I’ll let you in on a secret. Snapchat is quickly becoming my favourite app, not just because I like a good morning selfie, but because it can be a powerful marketing tool. More companies are starting to use Snapchat to their advantage. Personally I think everyone should join the snapping phase too and here’s the reasons why.
For those of you who don’t know, Snapchat is a app that allow people to share instant photos and videos with their ‘friends’ however it disappears after 10 seconds of being viewed with an option to replay. Since starting they have created “Stories,” a collection of photos and videos that can be viewed for 24 hours. So how can this possibly help your brand?
Create teasers for your audience. Urban Decay are particular good at this as they show close ups of new products that will be released soon. It also works really well for behind the scene content for your brand. River Island and Primark often share their collections. Most recently Burberry has been the first fashion brand to shoot and publish it’s Spring campaign live through Snapchat. The used the hashtag #SnapchatShow across other social media channels so their fans can share their opinions of the show.
Engage your audience. Sony Pictures purchased a Snapchat Discover Channel to promote the new James Bond film, Spectre. I loved being able to see all the behind the scenes content for the film quickly. I know a lot of big media companies have their own Discover Channel over on Snapchat such as Mail Online, Buzzfeed, Cosmopolitan, Sky News and Mashable to name a few. It’s such an easy and quick way to get news out there quickly.
Snapchat originally set out to break the trend of the ‘perfect selfie’ which many publish to Facebook, Twitter and Instagram. Snapchat offers the chance to humanise your brand to your audience. Users are not wanting to see snaps of product photos of team pictures that can be found on your website, they want to see behind the scenes of what working for your company is like. Be entertaining, be real and be genuine.
It’s the best way to combine videos and images together. Nev Schulman promoted his new TV series Catfish and MTV’s Geordie Shore promoted Series 6 using the combination of video and images to create anticipation of the new series episodes. Brands could use this for new products or services.
What do you think of Snapchat? Do you think it is a powerful way to communicate with your audience? Personally I love it and find the network as a unique way to connect with friends but can also be used from a marketing prospective as far a business or brand is concerned. Let me know your thoughts.