FAQ: How Using Snapchat Can Boost Brand Awareness
Released in September 2011 by Evan Spiegel, Bobby Murphy, and Reggie Brown, Snapchat has been making waves in the sea of social networking apps practically since its inception. While most of us (myself included) thought, “Really? Another one?” when the app made its first appearance, if you thought it’d eventually fall by the wayside like MySpace, Friendster and Bahu, you’d be wrong.
I’ve long since felt that Snapchat is a huge step up from other, more traditional social networking apps, not just for consumers like myself but companies as well. I strongly believe that with the right strategy (and attitude), any brand can use Snapchat to go from unknown to most-followed in a pinch. Naturally, this stance tends to garner more than a few raised eyebrows, so I thought I’d answer some of the most frequently asked questions regarding the app.
Snapchat is a picture and video messaging app. It allows you to send private ‘Snaps’ that last between 1-10 seconds before they disappear. Alternatively, you can upload a picture or video Snap to your ‘Snap Story’ which simply means your contacts (or the general public, depending on your privacy settings) can view your Snaps for up to 24 hours before they become inaccessible as well. There is also a built-in chat feature.
The entire appeal of Snapchat is the fleeting nature of the content you put out. The fact that you can only view a Snap that’s been sent to you a maximum of two times before it disappears forever adds a sense of urgency that is frankly, unmatched by other platforms. Snap Stories allow the user to run wild with creativity, putting together a visual story that is quick and easy to scan but still fun and engaging with the help of Snapchat’s iconic filters.
While Snapchat was originally meant as a private platform shared amongst friends and family, over the years the app has solidified itself as being a competitive platform for brands as well. Consumers are now accessing Snapchat to see what their favorite celebrity, online personality, brand, media outlet, etc is up to on a daily basis.
So who exactly are Snapchat users? Let’s break it down:
- 100 million daily active users worldwide (as of May 2015), which makes Snapchat one of the fastest growing social apps and networks worldwide.
- 25.6% of US social network users used Snapchat in 2015. In 2020, that number is projected to increase to 42.2%
- 63% of users are aged 18-34.
And while Sports and Outdoors, Beauty and Apparel brands are leading the way in terms of Snapchat adoption, truthfully any brand can make use of the app.
Snapchat is an incredible resource if you’re looking to humanize your brand, keep in touch with your consumers or simply stay competitive. Still not convinced?
- 8 billion mobile videos are viewed per day on Snapchat, rivalling Facebook in terms of daily video user engagement.
- Snapchat ranks as the most popular social media site among teenagers and young adults in the United States.
- A quarter of global Snapchat users access the service more than once per day, and the app ranks ahead of Tumblr and Twitter in terms of U.S. Millennial user engagement.
Snapchat isn’t going anywhere any time soon and you’d be smart to jump on the bandwagon as well.
Once you get the hang of it, there are countless ways to make Snapchat your own. After all, it’s meant to be fun! You can run all kinds of campaigns on Snapchat to further drive consumer engagement. Just last week, I followed a brand for the express purpose of entering a contest (I didn’t win). Other great examples include:
- Offer discounts by sharing coupons via the app.
- Partner up with an Industry Influencer and have your customers share in a day in their life by having them do a “Snapchat Takeover.”
- Go behind the curtain – share behind-the-scenes images or sneak peeks of upcoming product lines.
- Having/attending an event? Give consumers live access and make them feel like they’re right there with you.
- Take your Snapchatting one step further and personalize your content by setting up your own Geofilter.
All of the above counts as exclusive content that, in the end, can only help your brand, not hinder it.
That being said, we’re just beginning our Snapchat journey as well, so once you’ve created your own profile, make sure to follow our adventures on @HubbaHq!