With new advertising channels always emerging, it’s tough to keep up with the latest and greatest awareness tactics. First it was Facebook with the ads and paid options, then Twitter, Instagram and Pinterest were quick to follow.
But, most recently, Snapchat has been stealing the show.
At it’s core, Snapchat is a photo sharing app. But it’s come a long way in the past several years. It’s branched into into more substantial content and captured a much wider audience than the initial teen-heavy user base.
The broader audience resulted in interest from brands hoping to reach their consumers via new channels. For Snapchat, offering advertising opportunities was the obvious next step.
And now that businesses are beginning to capitalize on Snapchat advertising, you’re wondering: how do I make snapchat advertising work for me?
- Produce content that’s attainable
- Create a narrative
- Design a custom Snapchat lens or geofilter
- Make ads interactive
- Promote your snap stories
We’ve Said it a Million Times…
Before you decide to turn your attention to Snapchat, do a quick audit of your current audience and the channels you’re using to reach said audience.
If your current strategy is working, make sure Snapchat doesn’t take priority over the channels you know work. The channels you use depend greatly on your business model.
That said, it’s always ok to experiment. Test the waters with some small-investment campaigns. See what kind of response you get.
If you do decide Snapchat is a channel for you, make sure you fully understand your audience before you invest. Setting the expectations for how your company will/should use Snapchat is a definite key to success.
The message must match your brand. You should be showing your audience information they feel is somehow valuable, but that is also in line with your company’s culture and core values.
If you can manage all of that, you’ll be well on your way to optimizing your Snapchat strategy and upgrading to snapchat advertising.
Snapchat Advertising Success in a Snap
Once you’ve established a footing in Snapchat, gained a few followers, worked out basic functionality, you can move on to a more sophisticated Snap strategy.
Produce Content That’s Attainable
Snapchat content should not be highly polished, staged, or “professional-caliber” content. Snapchat content should ideally be candid and unrehearsed.
You should use the platform as it was designed to be use. Combine this with engaging your audience with relevant, branded content, and you’ll make a connection with your customers.
In addition, you’ll have the opportunity to establish a high level of transparency. A perfect segue to our next tip…
Create a Narrative
As an unpolished and essentially uncensored channel, Snapchat advertising allows brands a chance to create stories out of bite-sized bits of content.
This content can be used to do a number of things, but has proven most effective when used to allow your audience a glimpse into the day-to-day of your company or brand. This too will be comprised of a range of things depending on what industry you’re in, but might include behind-the-scenes footage (e.g. new product testing), live event access, or merely day-in-the-life–style footage of your employees doing what they do best.
This type of Snapchat advertising breaks down the barriers between consumers and brands, unlike any other social channel.
Design a Custom Lens or Geofilter
Lenses are special effect options available for use by Snapchatters across the country. When a brand designs a custom lens, it is made available to users for a limited amount of time; therefore, most brands tend to create lenses parallel to national events that are in some way relevant to the product they are marketing. Naturally, with national reach, this option can be a bit pricey.
Geofilters, on the other hand, are custom designed filters that allow you to target Snapchat users within a specific geographic radius with a filter that represents a connection between your brand and the specified location.
Both can prove highly effective for encouraging branded content shares, but relevance is key. Filter wisely.
Make Ads That are Interactive
Another option for Snapchat advertising is video content. This allows brands to produce up to 10-second promotional videos. The videos can appear among regular snaps (native advertising at its finest), but offer the option to add interactive content.
When interactive content is used, snappers will be able to swipe up to view additional, related content. This may come in the form of an article, a longer video, a website link, or an app download.
The extended content option adds interest and keeps users engaged with your branded content longer.
Promote Snap Stories on Other Successful Channels
When you start to feel you have developed a good cadence, or find some of your Snapchat content is resulting in high levels of engagement, consider sharing your Snap stories to your other social channels.
Monitor this to make sure followers on these other channels are receptive to the shared Snapchat content, but assuming you’ve tapped into the right audience across the board, you might find you’re giving more of your audience an opportunity to deepen the connection they have with your brand.
Bottom line, Snapchat is fun, so use it accordingly. It can be a great tool for building anticipation by leveraging the disappearing content it was made famous for, and is perhaps the most effective social channel when it comes to achieving transparency. If you can work these elements into your social strategy, you’ll be a Snap star before you know it.
Looking for even more ideas, tips, or tricks for making the most of your Snapchat advertising efforts? Get in touch!