Who’s Afraid of Snapchat?

Much like Virginia Woolf, there seems to be more than enough people spooked by the app that boasts an average of 9,000 photos shared a second. You know, Snapchat.

Snapchat fear memeMuch like Virgina Woolf, there seem to be more than enough people spooked by the app that boasts an average of 9,000 photos shared a second. You know, Snapchat.

I won’t lie … I was. I figured it was for teens, or those interested in sharing salacious photos. Or, you know, Kim Kardashian. But not me.

That said, I kept seeing articles about how marketers were using the app in cool ways, either being present on the Discover platform, or coming up with cool filters, à la Gatorade’s animated Superbowl filter.

So I chose to take the plunge for work and launch Sass Marketing on Snapchat. In a flurry of excitement I sent my good friend Rachel (you remember her from the transparent or TMI post) a message. Her response:
Snapchat chat with RachFor context, Mrs. ImSoOld is younger than me.

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So why should marketers hunt down the savvy snapper in their team? (Trust me, we each have one — and no, I’m not it … I’m just trying.) Consider these points, which Caitlin Sullivan, the associate content editor on our sister brand Total Retail, made in my video right before she gave me an on-screen Snapchat lesson:

1. Snapchat provides marketers the opportunity to try real-time video, as well as provide access to events. With platforms such as Facebook Live, Periscope, Meerkat and Youtube Live, marketers are working on strategies for live streaming. Snapchat, then, is a quick way to introduce your audience to live streaming and connect with them in real time.

2. You can take your audience behind-the-scenes of your brand. People love an exclusive, which speaks to one of the key emotional drivers that we know so well in marketing. With Snapchat, you’re able to give the audience the behind-the-scenes view of your brand, which helps create — and engage — a strong following.

Show off your company and show off what makes you so interesting. Capture parties, Friday afternoons or company outings. The sky’s the limit on showing how your brand differentiates itself with company culture. The images shared via the platform are also more informal than the edited photos you see on other platforms like Instagram, Pinterest, Facebook, etc., which is a great way to show the real “you.”

3. Marketers can use the platform to partner with influencers. Similar to Instagram and other social channels, social media influencers on Snapchat can help spread brand awareness and reach. By partnering with influencers, you spread awareness to a demographic that’s hard to reach through traditional media.

Keep in mind, too, that influencers who are skilled with the Snapchat platform can create other spectacular video content — such as live streaming videos with Facebook Live — that can further enhance your brand voice and personality.

Right after we launched my Snapchat video, I got the following message:

Snapchat Chat 2Mission accomplished.

Author: Melissa Ward

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

5 thoughts on “Who’s Afraid of Snapchat?”

    1. Thanks JaneyJ! I figured taking the plunge for our audience would be worth it, and seriously … Snapchat couldn’t be easier!

  1. Melissa, my concern about Snapchat is that messages “disappear” after a few seconds. As a municipal government, my concern is that pesky records retention required by law. Is there any kind of archive with Snapchat, should we receive a FoIA request?

    1. You have a couple options…if you add your snap (image or video) to your story, it’s available for 24 hours, which is what I recommend for marketers. If you need records, my next suggestion would be to take a screenshot, then either export the screenshot to a desktop folder to keep on hand, or keep it on your phone (though that could start to clog things up). Great question, and thanks for reading!!!

  2. The nice thing about Snapchat is you can play around with it … ahem, TEST it … and see if that’s where your audience is!

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