We touched on the rise of Snapchat and ephemeral video marketing as the trend pertained to behavioural patterns of consumption, and now we’d like to look at the app from the other end of the spectrum.
Here at Booje Media, we’re not afraid to be candid about the fact that marketing, at the end of the day, is a matter of tapping into the psychology of a certain demographic and figuring out what makes them tick, so we’re going to delve into a few ways that businesses can use– and are using– the ever-increasingly popular Snapchat in their latest campaigns.
As we previously noted, one of the driving sentiments that can be attributed to Snapchat’s success as a marketing tool, is the fact that it acts as a medium for consumers to receive raw, seemingly organic messaging from brands and public figures, in their own personalized space. In the same vein, users’ trust is more organically cultivated simply because of the design of the platform; with Snapchat, audiences feel like they are controlling when, where, and how they see marketed content, and it lasts for a short yet impactful time.
But the question here is, HOW can businesses use this often stigmatized tool to market their content in an effective way that resonates with their target demographic? How does Snapchat, with its 100 million active daily users, help to stimulate community engagement and raise brand awareness?
Here are 3 ways:
- Influencer Collaborations
Move over Insta Takeover, there’s a new kid on the block. Traditional forms of media are often futile mediums to access the demographic that is active on Snapchat, so soliciting the popularity of an influential figure in social media can be a powerful way to increase engagement, reach, and even solidify branding. While Instagram is the most popular platform for influencer marketing, Snapchat, because of it’s real-time and video features, can be an even better tool to utilize.
Well known Snapchat celebrity, Shawn McBride (aka Shonduras) partnered with Taco Bell for an untraditional campaign for Taco Bell’s new dessert. The opportunity to partner with Shonduras granted Taco Bell an increased reach, with his 2 million followers, following along as he subtly promoted their brand and then explicitly urged them to follow Taco Bell’s Snap story in order to finish the one he had started. By pairing with the Snap celeb, Taco Bell also gained a ‘coolness by association,’ which softens the guard of the all-too-discerning Snapchat demographic who have no time for promotional content.
2. Behind The Scenes
One word. Okay, two words: Exclusivity and Authenticity. These ‘ity’s are the cat’s meow when it comes to content marketing, particularly with the niche demographic that is most active on Snapchat (those 15-24 year olds we mentioned in our last post). By offering a sneak peek into exclusive, limited access information, users feel an attachment to your brand, and a strong loyalty is garnered.
Brands are just that, a brand, because they represent a desirable lifestyle, and different ways to share this lifestyle with followers via snapchat include giving access to product as it’s being designed, manufactured, pre-released or revealed, and showing a day in the life of an employee or product (staff meetings, lunches, etc,). ‘Pulling back the curtain’ on these moments rouses a spirit of collaboration, as users feel that they are a part of the journey, which leads to loyalty, awareness and eventually, the purchasing of that product.
- Powerful Video Narrative
One of the most definitive aspects of Snapchat’s uniqueness is its place in the world of video marketing.
Video is a powerful way to solidify brand identity, and Snapchat’s save feature allows for the content you create to be shared across multiple platforms if need be. Social Media users have increasingly shorter attention spans, yet statistically, short videos seems to resonate with them more effectively than do static forms of content. Video content accounts for 50% of all mobile traffic, with it’s popularity likely attributed to its ‘snackable’ nature. With Snapchat, brands can curate a narrative that’s engaging, like a mini movie trailer, and will garner the attention (however short lived) of their consumer. See Stella McCartney’s clever use of Snapchat at Fashion Week.
As a gateway to the toughest demographic to crack, Snapchat has proven to be a lucrative tool for brands and marketers alike. With its personal, real-time, self-destructive and video features, Snapchat is a platform that accommodates the trends of consumption (impatience, distrust, etc.) that other platforms don’t.
Moral of the story, get aboard the Snapchat train for a fast track to marketing magic.