Have you ever seen someone making faces on their phone? Or hysterically laughing before snapping a selfie? I introduce to you, Snapchat!
What is Snapchat? It’s a mobile app that allows a user to send a picture, video or message. The catch is, the person on the receiving end will only have the ability to view it for a certain amount of time (1-10 seconds) before it vanishes.
Due to the popularity of this app businesses are trying to figure out how they can incorporate Snapchat into their social media marketing strategy.
Advertising on Snapchat mainly caters to large-size retailers, fast food restaurants, and OEMs. The cost to advertise on this platform varies. The rates range from $50,000 to $250,000 to run a “live story”. Stories on Snapchat are a collection of pictures or videos from multiple users that are then shown one after another within a “story”.
As a small business, or as part of a large retailer, the best way to incorporate this into your social media strategy is to find information about when you should be promoting Snapchat. For example, Chevrolet ran a 2016 Cruz campaign with special animated filters. As a Chevrolet dealership, you would have the ability to hop on the brand-awareness bandwagon and promote the same vehicle, along with mentioning the Snapchat filter. If you want to take your campaign a step further, you could start your own Snapchat channel, however, with great power comes great responsibility.
This social channel doesn’t work like Facebook or Twitter, where you can post every couple of days. Snapchat’s users demand to be “in-the-know”. This means updating content more frequently, with substantial information. It also means, using your personal phone number to set-up the account (careful with this one! Make sure you have a dedicated social media person that can be trusted to use their mobile device to post on behalf of your business), and ensuring your profile is setup correctly to not mix up business and personal.
At the end of the day, it is best to let your primary social channels tell the story of your business and allow the manufacturers to use Snapchat to grow brand awareness.