Snapchat is getting big (£25 billion according to the latest estimates) and is seen as one of the only real contenders to the Facebook empire.
It’s estimated there are around 185 million daily active Snapchat users, most of which are the next generation of society. Therefore, as marketers, how do we find a way to appeal to them?
It’s early days for advertisers on Snapchat, but here are a few reasons why you should be considering it for your business:
- Snapchat has a unique audience. 46% of Snap users are not on Instagram, so they’re a direct rival to the only other completely visual platform.
- Followers on Snap will be friends, family and close acquaintances – not the guy the user had a nice chat to on the train to London back in 1995.
- Snaps have sound 60% of the time, making it a great place to capitalise on the real estate of video.
- Users login an average of 18+ times a day, and spend an average of around 30 minutes a day on the app.
Created in 2011, Snapchat is the ultimate selfie app that even those who proclaim not to be vain are being sucked into using. It’s the casual, raw, silly and honest side of social media used to send photos and videos to your followers or the world. It can be a lot of fun, and most images are deleted within 24 hours so the world isn’t reminded of your moment of madness in years to come (you can save them to your own device if you wish).
So what are your advertising options?
- Geofilters - Static images for places and locations, often in the form of a frame, which users can add to their image. They can be used for private or personal events or venues for specific time periods. They’re paid for based on the size of the ‘fence’ you create, and the length of time they’re live.
- They work well for businesses, especially at an event or venue. Snappers are able to select the custom frame and snap away, which will be broadcast to their friends and followers, showing what a great time they’re having.
- Snapchat Ads - which are a full screen ad that appears at the end one of a ‘publisher story’, ‘our stories’, and ‘featured adverts’.
- Snapchat Ads are also seen as the domain of the big player, but with accuracy of location services, and increasingly sophisticated demographic targeting, why shouldn’t the smaller players be allowed to play? If your marketing collateral includes a video, consider adapting it for Snap and see what it can do.
- Custom Lenses - These move and add animations to the screen and are positioned within Snapchat’s own lenses i.e. Cat Ears, so they have a huge potential reach, but these are tricky to create unless you really want to push things through the platform.
- Then of course there’s the option of creating your own company Snapchat filter to use for self-promotion and giggles.
Have you been using Snapchat for your business? If so we would love to hear from you. Or if you would like help setting up a professional Geofilter for your event get in touch.