The buzz has been big around Snapchat lately. In fact, in March, Snap, Inc., the company responsible for the popular video messaging app, went public in what was said to be the biggest tech IPO since 2014.
If you’re thinking it’s time for your brand to jump on the Snapchat bandwagon, there are a few things you should keep in mind.
Snapchat is vastly different from every other social media platform out there. Its core audience is between 13 and 25 years old, which makes it perfect to connect with young consumers.
The app’s signature style of communication via videos, photos and stories helps your brand have more direct contact with your followers, at the same time it demands you get creative with your marketing strategies.
Compared to other social networking platforms, there’s a learning curve with this app; it may take some trial and error to get the hang of it.
Still, one thing skilled marketers try to avoid at all costs is creating social media spam; nobody wants to be labeled a spammer.
If you are keen to start your Snapchat campaign, here are a couple of useful tips to avoid spamming your Snapchat audience.
1. Avoid using the QR code (‘ghost’) to capture new followers
A definite downside to Snapchat — at least from a marketing perspective — is that growing your contact list can be somewhat difficult to achieve.
Users need to know the exact user name to add a new friend, and some social media platforms don’t look kindly on companies sharing Snapchat information on their sites (though frowned upon, it’s not yet banned).
The Snapcode “ghost” is everywhere nowadays, littering social media and prompting people to follow on the app. But, as a brand, you have to stand out to your consumers and effectively capture their attention.
I suggest that, instead of simply posting the QR code asking them to follow your company, you could create intrigue by introducing your followers to a new and interesting way of using your product or service that can be seen only on your Snapchat channel.
2. Stick to sharing relevant information
There are many ways to pique your consumers’ interest on Snapchat: you can offer promotions and discounts, tease the unveiling of new products and give them a behind-the-scenes look at your company, just to name a few.
However, if you find yourself with nothing new and/or compelling to report, it’s better to skip snapping for a couple of days than to risk boring your followers. Take advantage of this time off to outline a new marketing plan.
Unfortunately, due to the short-lived nature of snaps and stories, there’s very little information available regarding Snapchat’s metrics.
Not much is known about important tidbits such as the optimum time for snapping or the number snaps a day that are needed to maintain your brand visibility without overwhelming your followers.
Until recently, the only way to assess the impact of a particular campaign was to manually tally the number of views and screenshots for each story.
Fortunately, 2017 brought about the release of a Snapchat analytics tool called Snaplytics, made to help track metrics and trends on the app.
3. Be yourself
One of the main draws of Snapchat is the feeling of authenticity it provides, something not found to this extent before.
This particular feature can be put to good use by showing your consumers the personality and core values of your company, thus making them connect more closely with your brand.
Your audience will love seeing personal stories they can identify with and that, in turn, will make them feel as if they’re getting to know your brand better.
Also, while it’s essential to have a marketing strategy in place, try not to lose some of the spontaneity that’s inherent to Snapchat. If your followers feel that your snaps and stories are too scripted and rigid, you will more than likely lose their interest.
We hope you found these tips useful and that they help you navigate the snapping waters effectively, without spamming.
Get creative, have fun with it, and remember that Snapchat fosters a lot of interaction with your followers, which means there’s a lot to be gained from giving this exciting platform a chance.