Snapchat for business

5 ways to use Snapchat for your business

Snapchat has over 210 million active users every day, with a massive 2.1 million snaps being created every minute.

If you thought this was just an app where young people swapped pictures, think again.

Since its creation in 2011, this social media platform has changed and evolved to the extent that businesses can’t afford to ignore it.

This is especially true for brand’s whose target audience focuses on Generation Z. That’s because 90% of Gen Z use Snapchat daily, with 51% using it a massive 11 times per day. This makes the platform the most used amongst British teenagers and young adults, taking over the likes of Facebook, Instagram and Twitter.

And it’s not just a great way to reach Gen Zers, tons of millennials can be found hanging out there too. In fact, 62% of 18-29 year olds use the platform, whilst 25% of 30-49 year olds do. In fact, 38% of Snapchat’s audience can’t be found on Facebook or Instagram.

So, if your audience includes Gen Zers and millennials, Snapchat should play a key part in your digital marketing strategy.

But, if Snapchat is unchartered territory for your business, it can be difficult to know where to start.

That’s why in today’s post, we’ll share 5 ways every business can use Snapchat to expand their audience, market their business and ultimately drive more conversions and sales. Ready to see what Snapchat can do for your brand?

1. Start with the basics – setting up a Snapchat account

 

Let’s start from the beginning. Before you get going you’ll need to set up an account. Simply:

  • Download the Snapchat app: you can do this from the Apple App Store or Android Play Store.
  • Create an account: here, you will be asked to fill in your details such as birthday, mobile and username – for this you should ensure your username is professional and includes your business name. Once you’ve created a username you can’t change it, so choose wisely.
  • Create your business account: now you’ve created your snapchat account, you can switch it to a business account.
  • Enter your business details: you’ll be asked to fill out your business name, business email, address and country. Make sure to fill out all these forms to provide as much information and context about your business as possible.

That’s it – now you’re ready and rearing to go.

2. Be active – post to your Snapchat story regularly

 

Now you’ve created your account, you need to make sure it’s active. The best way to ensure this is to post photo or video content on your story daily.

Remember, in the world of Snapchat permanency doesn’t exist. Anything you post on your story disappears after 24 hours, so you need to ensure you post regularly to keep your business fresh in the mind of your followers.

But, don’t overdo it.

After all, posting 50 stories at one go every single day isn’t an effective strategy. In fact, engagement drops by 36% once users reach just the fourth snap in a story. What’s more, 80% of your followers only see you content 4-5 hours after you’ve posted it.

What we can take from this is that it’s best to post around 3-4 times a day, every 4-5 hours. This will increase the chances your content will be seen by your followers whilst keeping them engaged.

3. Know your audience and share relevant content for them

 

Creating content is easy, creating relevant content may not be!

The key to creating kickass content is to know who you’re creating it for. That’s why it’s so important to really know your audience.

The better grasp you have of your audience, the better you’ll be at creating awesome content for them.

When defining your audience or creating your buyer personas, think about:

  • What age are they?
  • Where do they live?
  • How do they spend their free time?
  • What are their passions?
  • What challenges do they face daily?
  • What media resources do they use regularly?

For more help getting to know your audience, check out our handy guide to creating buyer personas that rock.

You can also use Snapchat Insights to help you get to know your audience. This is Snapchat’s in-built analytics tool which will tell you:

  • Your viewer’s ages, location, gender and interests
  • Their attention span – meaning how many viewers watched your story to the very end
  • Your viewer count over the past weeks, months and years

This information is also super useful for understanding who your audience is and what it is they want to see.

So, now you know who you’re creating content for, you can go on to deliver it.

There’s tons of different types of content users can post on Snapchat, but for businesses, we’d suggest sticking along the lines of:

  • Behind-the-scenes: this type of content is great for pricking your followers’ interests, showing them content they’d otherwise never see.
  • Ask questions: ask your followers’ views or opinions on matters related to your business, industry or interests. After all, everyone loves to share their own views, and getting people talking is a great thing for engagement.
  • Create polls: another great way to engage with your audience is to post a poll asking for their opinion. Again, people love sharing their point of view, making this type of content super popular.
  • Share your products: but do it in a fun, interesting way. Keep your followers up to date with new product launches or build hype around the launch of a new product, show off what makes your product so great or feature it being used.
  • Publish interviews or Q&As: this type of content is super relevant and interesting to your audience, whether you do a Q&A with someone in your business, an influencer or expert in the field.
  • Offer discounts and promotions: Snapchat is a super effective platform for promoting flash sales or offers that will disappear in 24 hours. If your audience becomes accustomed to getting deals through your Snapchat account they’ll definitely come back on a regular basis.
  • Share how-to’s: this type of content is super useful to your audience. Simply sharing a how-to use your products offers your followers inspiration and demonstrates the benefits of using your product.
  • Promote upcoming events: 67% of people are more likely to buy tickets to an event after watching a similar event on a live video stream. If your business is holding or attending an event, let your audience know about it. This could help boost ticket sales next time around.

Top Tip: Snapchat recently introduced a brand-new feature allowing users to add links to their stories. This will come in handy for directing traffic to your landing pages, so when it’s relevant to include a link, make sure you do it.

It’s also important to bear in mind that Snapchat users expect and appreciate high-quality images and videos from brands. There are several specifications you should follow:

  • File size: this should be a maximum of 5MB per image and 32MB for videos
  • Full screen canvas: this should be 1080 x 1920 px, 9:16 aspect ratio

4. Work with Snapchat influencers

 

Businesses that have dabbled in influencer marketing on other social platforms in the past will know that collaborating with an influencer is a hugely effective way to grow your audience.

Influencer marketing returns as much as $6.50 for every $1 spent and can generate a whopping 11x return on investment than traditional forms of advertising.

That’s where working with Snapchat influencers comes into play. In fact, 4 out of 10 Snapchat users claim that they’ve discovered new brands thanks to Snapchat influencers.

In 2018, Snapchat introduced ‘preferred partners’ – these were Snapchat influencers creating super popular content. Brands can request the services of preferred partners through SnapHQ, rather than tracking them down and getting in touch individually, making the whole process super easy.

Verified influencers or ‘preferred partners’ also have access to audience insights, meaning they can share key metrics with brands to prove their worth.

There are typically two ways brands can work with influencers on the platform:

  • Brands can pay the influencer to talk about their products or brand story to their audience, much like traditional forms of influencer marketing
  • Brands can let influencers ‘take over’ their Snapchat account for 24 hours. A great example of how this can work well is when Sour Patch Kids let influencer Paul Logan take over their accounts for a day, leading to a whopping 120,000 new followers.

However you decide to work with influencers, the key thing is to ensure that you’re working with the right influencers. This can be a struggle, with 75% of marketers saying that finding the right social media influencer as their main challenge.

When it comes to finding the best influencers to work with on Snapchat you need to ensure that:

  • The influencer aligns with your brand, image, values and ethos
  • Shares the same audience as yours, meaning their audience will be interested in your business, products or services
  • Has a proven track-record of sharing effective, quality influencer content

Once you’ve found an influencer that’s a match made in heaven, off you go.

5. Try your hand at Snapchat Ads

 

For businesses with the budget, Snapchat Ads can be a hugely effective way of growing your audience, gaining new customers and driving more traffic even quicker.

For example, oral hygiene brand HiSmile saw a 20% lift in sales using Story and Snap Ads in 2019.

So, what types of ads does Snapchat offer?

  • Snap Ads: these are full-screen video ads that play with sound on and are always 100% viewable. There are 3 different types of Snap Ads you can run. The first is Web Viewing which will play your ad in video format, encouraging people to swipe up to visit your website. The next type is App Install, targeted towards prompting viewers to install your app with the call to action of Install Now at the bottom of the ad. Finally, long-form videos concentrate on driving traffic to a trailer, film or long piece of video you’ve created. This could be good for businesses doing Q&As or how-to videos.
  • Geo-Filter Ads: anyone who’s used Snapchat will know that filters are integral to selfie taking. New filters are released on the app all the time, making them a fun, fresh feature of the app. So, it’s no surprise that Snapchat opened the feature up to businesses, allowing them to create branded geo-filters depending on where a user is in the world. If they were at a football match, for example, having taken a picture on Snapchat, the user can swipe through the filters to see a sponsored filter for that game from the stadium. This type of ad is therefore better for businesses with a brick-and-mortar location.
  • Lenses: Finally, businesses can create lenses – the filters users see when they take a selfie. Here, users can change their facial appearance and use augmented reality features on their pictures. Now, brands can create their own lenses to boost brand awareness on a huge scale.

Next Steps – ready to hit the ground running with Snapchat marketing?

 

If your target audience can be found in the Gen Z or millennial categories, Snapchat is the place to be. With 210 million active monthly users, the majority of which under the age of 30, businesses that fail to utilise Snapchat will fail to reach this highly-targeted audience.

With our 5 top tips, all businesses can create a killer Snapchat marketing strategy that will grow their audience, build brand awareness and ultimately gain new customers. If you’d like more help getting the most out of Snapchat or any social media platform, we’re here to help. We don’t create content that lacks engagement and bores your socks off. Instead, we find out the clever ways to connect with and grow your audience, so we can keep doing more of it.

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