engagement

marketing on snapchat

5 Basics for Marketing on Snapchat

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100 million. That’s just shy of the number of people that watch the Super Bowl every year. That’s also about one third of the total United States population. 100 million is approximately how many people use Snapchat every single day. Think that sounds like a lot? Now think about seven billion. That’s how many views videos get on Snapchat on a daily basis, with 76 percent of Snapchat’s users are in the Millennial age group.

Visualizing these numbers isn’t what’s important; tapping into them is what matters. With this kind of potential, Snapchat has transformed from simply being valuable for personal use to being a huge opportunity for small and large businesses targeting Millennials.

The Snapchat conversation shouldn’t make you feel out of date. Take a walk through the basics and learn a few strategies your company can utilize through the app.

So you want to try it out. But how does it really work?

To strip it down to the fundamentals, Snapchat allows users to share pictures and videos instantly. The videos and pictures can only be taken through the app and not imported. Once you’ve taken the picture or video you have a couple choices: Post it to your “snap story” where it will remain for 24 hours as a part of a temporary album, or send it to one of your friends. Snap stories can be viewed multiple times by any of your contacts over the course of those 24 hours. The snap story is the more useful feature for brands. If you do choose to send a photo to someone in your contacts, they can view it once before it is gone.

Before posting or sending a picture, feel free to enhance it. It’s encouraged. Swipe right to select a color filter or geofilter. Your geofilter options appear based on where you are and what’s going on around you, but I’ll elaborate on those later on. There’s also the option to include the time, date and details like the current temp. Tap the screen and a text bar will pop up, and if you press the “T” in the top right corner, you can change the style of the text. There’s also a crayon button in the top corner that allows you to get artistic with your picture or video. Just slide your finger along the color spectrum that pops up to choose your paint.

Now that you know the basics, let’s get down to business. Here are five strategies for marketing through the app.

1. Show Transparency 

The rise of social media has fueled the demand for instant information and transparency, and Snapchat is the perfect synergy of those two desires. On Snapchat, you can post more frequently without overwhelming your audience in comparison to an app like Instagram. The pictures aren’t supposed to be premium quality because the concept relies on unscripted and authentic content since the only way to take photos or videos is through the app. People’s desire for raw information paired with the nature of the app makes Snapchat a great way to publish behind the scenes content.

Sports teams are some of the best examples of this concept in action. They use Snapchat to show footage on the bench in practice, on the bus before a game or in the locker room after a game. It relays the personality of the team and its athletes on a more personal level than a formal, produced interview. It makes sense why fans are interested; they feel involved, and the lower-quality handheld video feels intimate. This concept can work the same way for your business. Use Snapchat to tease products or services that are coming soon, and show followers the quirks of your company. Is a product finished but there are a few days before the launch? Fun, team-building day planned? Why not show it off on Snapchat? People are curious about the brands they support, and Snapchat feels like honest communication.

This personal relationship can be developed with more than just behind the scenes content. Snapchat is prime for live event streaming as well. For example, Victoria’s Secret used it before, during and after their fashion show to not only further inform people watching the show, but also to remind their followers to tune in.

Do you have a yearly corporate dinner or host an annual event? Show people where you are and what you’re doing. It gives a firsthand perspective and, if the event is open to the public, people are encouraged to join (virtually) because you will be posting live. Think of your Snapchat story as a digital way to replace live tweeting and target Millennials.

2. Provide Easy Engagement

Just like the social media apps you might be more familiar with like Twitter and Facebook, Snapchat is great because it’s easy for users to engage with your company. If you post a video or picture, followers can view, screenshot or reply directly to you. This is advantageous when it comes to things like contests. For one of our clients, we utilized Snapchat to encourage their audience to add and reply in order to win prizes. These efforts received more engagement than both of our Instagram and Twitter contests. If email campaigns aren’t stimulating the type of engagement you’re looking for, then offering a promo code on your snap story might be an ideal alternative to test.

3. Reveal Tutorials

Showing people how to use your product not only reveals its potential benefits, but also helps prevent any confusion. Snapchat offers businesses the ability to showcase their products and services with a much more casual explanation method. Facebook has been bombarded with how-to cooking videos as of late, and people are big on the simple, quick explanations.

Millennials aren’t as in love with Facebook as they used to be, so if you want an avenue to give them a tutorial, try using Snapchat instead. This can be valuable for all types of products – show people how to put together an outfit with your spring styles, how to make the perfect presentation using your software, style their hair using your extra-hold gel, etc.

4. Connect Through Influencer Outreach

Referral from a friend is a good way to start a new relationship. Utilizing popular and trusted people in your field to gain the interest and eventually trust of potential customers can be a great way to generate business. On Twitter, a retweet from an influencer is nice, but Snapchat takes this relationship to a whole new level. Try a “Snapchat takeover.” This means someone significant to your brand or target demographic runs your account for a period of time. Sour Patch Kids saw a huge growth through utilizing social media influencer Logan Paul for a five-day takeover.

They were able to generate an identity for themselves and wedge into a new niche in a short amount of time because of the instantaneous nature of the app. When you dive into your influencer outreach, it’s worth it to think about someone you can utilize for a Snapchat takeover to create a connection and help grow your audience. The organic nature of the app allows users to really get to know the personality of your company in a short period of time.

5. Advertise Through Geofilters

After taking a photo or video through the app, you can swipe right to add a color filter or a geofilter. Right now at the Shout Out office near downtown in Columbus, Ohio, my options are three different Columbus filters that show a small graphic that adds ‘Columbus’ written in different styles and colors at the top or bottom of the picture. These filters aren’t limited to stating the name of the area though. Companies like JPMorgan are putting their brand name on these geofilters and making them available to people in a specific area.

This allows you to associate your company with an area or an event, and everyone who posts a picture with your filter is organically promoting your brand. Snapchat also provides analytics for your filter, so you can see how many times it was viewed and used.

All of these campaign methods on Snapchat have similar goals: increasing engagement, recognition and interest. With so many Millennials using Snapchat and a very real need for brands to be transparent, this is a natural way to connect with your audience. Not only will the app give your followers the ability see what your up to, but Snapchat’s newest update pushes users to watch all of their friend’s snap stories. In fact, it’s harder to not watch a friend’s snap story than it is to watch it.

It’s not about being hip anymore – Snapchat is the best way to move from brand awareness to building a connection with Millennials.

Social Media Success Summit – Part 1

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This month we’re participating in Social Media Examiner’s 6th Annual Social Media Success Summit. The online conference focuses on all things social media with more than 45 of the world’s leading social media pros. Last year’s conference drew in 3,000 like minded marketers. Since we’re halfway through the conference, we thought we’d share a few highlights from some of our favorite sessions.

Twitter

Amy Schmittauer, founder of Savvy Sexy Social, hit home three key points: Be Human, Be Relevant, Be Giving, during her session on “How to use Twitter to Build Relationships that Lead to Business.” On the surface that may just seem logical in the realm of social media, but it’s how you do it that makes a difference.

Conversations are crucial. Amy advised “Listen and talk to people. If you do nothing but this, you’ll find success.” It shows people that you DO talk to people, and you’re listening and interacting. People judge a follow on how much you engage with your community. The nice thing is that Twitter discussions don’t take up the news feed, like tweets on your timeline, because its just a dialogue between two people. So go ahead and carry on.

How do you get more engagement on Twitter? Go find conversations!! Everyone who wants to have conversation isn’t necessarily looking for it. Find conversations you can be a part of, and tweet with people you follow. Or tweet with people who are following you, but maybe you haven’t followed them back yet. Check out their timeline, find out what they’re talking about, and if there’s something that interests you.

We’ve mentioned before how much we like Twitter lists, but Amy recommended taking it a step further for engagement and consider utilizing for a specific event, such as a conference. You can list speakers or acquaintances that you want to connect with before or after the conference.

Visual Content

Another presentation that caught our attention was, “How to Use Visual Content to Drive Massive Social Media Engagement,” by Kim Garst. The statistics that Kim provided on visual content were staggering:

  • Visuals are processed 60 times faster by the brain than text
  • 90% of all info that is transmitted to the brain is visual
  • 40% of visual content is more likely to be shared
  • 46% of people think website design is #1 in deciding if a company is legitimate
  • 65% of people are visual learners

With statistics like these backing up her presentation, it’s clear that companies who aren’t capitalizing on visual content are missing out. Kim also mentioned three key things to consider when creating visual content: 1) It’s not about you, it’s about them. 2) Consider what your audience cares about, outside of your product or service. 3) Your visual content has to appeal to your prospects’ lifestyle. Most importantly – Be Real! So many companies out there put out content that isn’t authentic. Kim advises that you post a photo of your co-workers ‘behind the scenes’ rather than stiff stock photos.

LinkedIn

Lastly we couldn’t resist the chance to check out Viveka von Rosen‘s session on “LinkedIn Prospecting Gold! 5 Steps to Finding, Engaging and Closing Leads with LinkedIn.” LinkedIn has huge applications from a B2B perspective, but many users seem to still struggle with how to get the most benefit out of it. Here’s a look at some of the advice that Viveka shared:

Like Google your profile must be optimized if you want to be found by prospects. Check your connections’ skills sections, and those are great keywords. For premium users, utilize the new keyword tool to incorporate keywords into your summary section, interests, and experience description. When you add keywords, add them to CONTENT! Two to one people will find you through the keywords in your content.

Save your searches. Once a week LinkedIn will send you an email of three leads that fall into that category from your searches. Seems kinda like a no brainer, right? When you search company pages don’t forget to click on “People You Know,” to see who you’re connected to. Find out what groups they’re in and you can join and look for an opportunity to connect. For a little extra help on any additional information you need, use an eGrabber Account Researcher tool to get phone numbers, email addresses, and public company information about a prospect.

Utilize LinkedIn Connected. It allows you to tag people or create lists according to what they are to you. And, because tags are private, you can send messages to a group of people. Viveka said it’s a little time consuming to set up, but worth it. You can also add private notes right on their profile. For example, a note about where you met someone or specifics of your conversation. You can also set up reminders to follow up with them.

Lastly, use messages as opposed to email because email can sometimes get caught up in spam filters. You’re 20% more likely to have your message read than an email.

We’re looking forward to the upcoming sessions covering video, content and Instagram marketing. Stay tuned for Part 2 of our highlights of the Social Media Success Summit.

 

 

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Marketing Equals Engagement

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We’ve been on an internal campaign lately to think less about marketing and more about engagement. After all, you cannot create a customer/client/friend/whatever until you engage them in some way.

The phrase we’ve been kicking around is AIDA—not the opera, but ATTENTION, INTEREST, DESIRE, ACTION. It’s a natural progression in forming a relationship that so many companies, including ours, forget from time-to-time.

Alright, break it down. Let me share what the little voice in my head is saying in response to your marketing…stay tuned there’s a prize at the end.

Attention

The goal here is not to just get someone’s attention but doing it in a way that leads to interest. Any idiot standing on the corner screaming can get my attention, but lose it just as quickly because I have observed, processed and decided I have no desire to be around them.

So now turn that around. In the same way, a great visual element, or line of copy can pique my interest and get me to the point of spending a few seconds more (that’s all you get) to see what is going on, “…you’ve got my attention, now keep me interested.”

Interest

I’ve seen enough on this brief journey to start observing critically and begin to form an internal value statement on what I’m observing/reading/listening to.” I’m actually going to spend a few more seconds to see what happens next. “…you better keep it interesting.”

Desire

“Alright, I’m in. I’ve seen enough that I want to know where this goes.”

Action

This is the payoff…what all marketers want: engagement. Up till now, I’ve been “distracted into” seeing what someone has chosen to present. I’ve been a passive party in the experience, but now I’m stepping over the threshold. Now I’m taking action based on my experience and I am going to be proactive in my response by calling/emailing/buying/referring.

Now for the fun part…take those thoughts and apply the first three steps to the video.

Attention

A man in formal wear standing in the middle of a public plaza with a bass doing nothing.

Little Voice: “Wait, what’s wrong? Why is he here in tails and why is he just standing there doing nothing.”

Interest

The man starts playing and almost immediately someone else comes out and joins him to build the experience.

Little Voice: “Alright this is cool and completely unexpected. I want to see where this goes”

Desire

New elements/layers are being added at a rate that captures my interest. The overall experience in building on itself to the point that people are going to see this through and get the full message.

Little Voice: “This is pretty wonderful and I don’t care if I have to be somewhere else right now. I’m just going to be late because this is worth it.”

Action

People loved it and it has been the most successful marketing/engagement the Sabadell Bank ever undertook… that’s right, the bank that’s in the background of almost every shot.

Little Voice: “If that ever happens again I want to be there to experience it myself.”

By the way…if you don’t have a little voice in your head then we rent ours out.

 

Photo Credit: Stephen Poff

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