Can Snapchat be an important part of a digital strategy ? Is it possible to consider this social network as a winning weapon for brand marketing?
In this article we will try to provide the answers to these questions, explaining not only the strengths of this social channel, but also suggesting some tricks to use it correctly.
First, let’s answer a question that many will have asked themselves. What is Snapchat? This name identifies a multimedia application designed for smartphones and tablets that can be defined as a sort of fusion between a social network and a platform for sending messages . Also known as the application of the ghost, a symbol of Snapchat, it seems to gather the consensus of a very young audience, between 14 and 25 years of age.
This app allows you to identify and add contacts, as well as give you the possibility to publish snaps , or photographs and videos made directly with this program or post public stories , similar to those of Instagram, which after 24 hours from the diffusion are self-deleted. Finally, there is the possibility of managing chats that have a peculiarity that is certainly not indifferent, that is, once the conversation has ended, there will no longer be any trace of it and it cannot even be recovered. These elements therefore contributed to attributing the name ” snap ” which means fast, and a significant symbol to this application, namely the ghost.
The choice to make the contents destined for a short life is not accidental, but voluntary, as the inventors of this application have seen how friends and relatives often cleaned up the Facebook and Twitter profiles of previously posted contents. With Snapchat they would have given the possibility to share moments of one’s life in real time, but without leaving any trace of them after a few hours.
The snaps published with this app may include video content ranging in duration from 1 to 10 seconds, or photographs which, once opened and the time set for viewing has expired, will self-destruct and are no longer visible and recoverable, unless the same is shared in stories and will stay there for 24 hours. Furthermore, unlike Facebook, Twitter, LinkedIn and Instagram where there are likes through which those who view can express their consent, on this social network there is no system to measure the interest of users, an element that could be good. in some ways. However, there is a Snapchat Score, i.e. a score attributed by the application according to the number of snaps sent and received, the stories published, the daily use of the social network, the number of friends followed, the trophies unlocked and other variables not disclosed by the creators of the platform.
Given these premises, can Snapchat be a valid component for a marketing strategy?
Snapchat and digital strategy to reach the hearts of users
The strength of this social network lies, without a shadow of a doubt, in its authenticity and one-to-one communication . Although on the one hand the creation of content intended for self-destruction after 24 hours may appear superficial, on the other hand this methodology will represent the great advantage for the realities that choose to invest in this platform. Create content that is truly valid and captivating, short-lived but above all directed to one’s followers individually, almost as if to confide a secret to them.
An example? The American fast food chain Taco Bell in the past has used this trick to launch a new burrito, sending its followers a preview photo of it. In circumstances such as these, the concept of secrecy and direct communication to the user is therefore easy to understand .
Furthermore, especially if the potential customers are among the youngest, this means of communication will be the one destined to be most successful, as it is closer to their way of being on the one hand and, on the other, they are not sensitive to the usual advertising practices adopted on other channels.
The winning idea could be given by the creation of a channel linked to the brand where you can share the “ behind the scenes ” of a project or a presentation, communicate the news in absolute preview, anticipate offers and unmissable opportunities. It is also important to create geo-localized and sponsored filters, whose cost varies according to the area and duration of each campaign. If you want to “impress ” you could also think about the launch of customized lenses , that is, dynamic 3D effects that can be superimposed on selfies.
Snapchat and marketing plan: the essential rules
In the event that you decide to use Snapchat to bring your digital strategy to success, or where there are requirements for which this channel could contribute to the strengthening and growth of a brand’s reputation, there are precautions, or rather, practices, to be kept in mind. consideration in order not to fall into fault.
- What content to share on Snapchat? Preview news, backstage, daily work moments that lead to the creation of the finished product, interventions taken from live events, discount coupons and competitions, pills , or interventions in which to provide useful information to the target audience
- Short messages in which to provide all the necessary information , but above all designed to impress. Their creation will require maximum attention to every detail, from captivating images to the use of original and identifying lenses, as well as unique and unforgettable, to the point of being imprinted in an essential way in the user’s mind .
- Reactivity , i.e. being ready to respond and interact with other users if interested in receiving further information and details with respect to what is posted
- Seek collaboration with influencers , to broaden the reach of messages and the product offered
- Correctly use geofilters to set up campaigns that are able to reach a truly useful audience for the brand
- Periodically organize livestreaming , showing moments of daily life, how a product is born and how those who are “behind the scenes” work
- Use this channel to send gifts and offers to a small group of followers .
In conclusion, using Snapchat as part of a digital strategy can contribute positively to the creation of brand awareness , giving satisfaction and implementing its success. Surely in Italy this employment is still not very widespread, but, taking a cue from big brands and chains made in the USA, it will be possible to create successful strategies capable of striking and conquering even a good slice of the public among the youngest.
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