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Is SnapChat the Next Big Ecommerce Marketing Platform?

Frank Jackson, 07/14/2016,

Snapchat is now legit. And it’s no longer just for the young-ans.

A recent comScore study on social network audiences shows that Snapchat’s user base among older Millennials (ages 25-34) and those 35 years and older is soaring. Three years ago, Snapchat was only being used by 5% of smartphone users ages 25-34 and 2% of users ages 35 and over. Today, its usage among these two age demographics is ranked at 38% and 14%, respectively.

As every entrepreneur knows, the place to be in business is where the people are:

  • Snapchat has 100 million active daily users.
  • 86% of Snapchat’s users fall into the 13 – 37 age range.
  • 5+ billion videos are viewed on Snapchat each day.

Here are some tips that will help you strategize how you can Snap your way to more sales traffic.

Why the SnapRevolution???

The NY Times recently ran a profile of YesJulz often considered “The Queen of Snapchat.” In the article, she stated a major reason behind the popularity of SnapChat, saying, “On Instagram, you can be fake. You take a picture, filter it, Photoshop it, put it up, and let people think that’s your life. Snapchat is the complete opposite.”

A notification from SnapChat also comes with urgency. Messages on Snapchat demand to be looked at now and have an expiration date, as they disappear after 24 hours.

Snapchat followers are a committed audience. Following Snapchat works a bit differently from other social media apps. Followers have to seek you out directly via username or QR code, rather than searching profiles. The result of this feature is the knowledge that any followers you gain are already interested in your brand, and you can move directly to engaging them.

For a great tutorial on how SnapChat works click here

Graphs of all types

Building Your Strategy

Savvy companies are beginning to discover that Snapchat has risen to the top of the social media heap, thanks to its unique features and sprawling reach across a fast-growing audience. Just like many other successful brands, you can put the distinctive features and benefits of Snapchat to use for your organization, allowing you to connect with a new segment of customers without having to spend an exorbitant amount on a new marketing campaign.

Early adopters who use it as a serious marketing channel to promote content, engage with readers, grow leads will find themselves ahead of their competitors.

Practical Tips

Graphs of all types

As always, build content specifically for your audience. Don’t use a wide brush to paint your Snapchat marketing campaigns. Just as you use customer insights to build your traditional marketing campaigns, it’s important to cater to your audience’s preferences on this platform, too. Inspire loyalty through targeted authenticity. Here are a few great ways companies are currently using SnapChat for promotional purposes:

  • Expand Your Number of Followers

    Adding friends is a great way to build your following (much like Twitter users follow you back when you follow them). Announce your Snapcode on other social media platforms and invite your audience to access ‘private’ content. Also, consider creating exclusive Snapchat content that you aren’t providing on other social platforms.

  • Provide a Sneak Peak of New Products

    About to launch a new product? Why not give your audience a quick, sneak peak for some inside access. People have a natural desire to “be in the know,” and you can scratch this itch by giving a bit of a teaser that only a select number of people have access to. Now is a good time to start adding new products to your store and show off your designs to your select SnapChat audience ahead of production.

  • Go Behind the Scenes

    People absolutely love behind the scenes experiences and Snapchat is one place where brands can really grab attention and engage with their users. Use Snapchat to share special videos, make “world premiere” announcements, and show what it’s like behind the curtain of your company. Cover live events as they happen, allowing followers to have a virtual experience if they can’t attend in person.

  • Conduct a Giveaway or Host a Contest

    GrubHub was among the first to conduct a Snapchat scavenger hunt – Snaphunt. It was a week-long challenge, asking their followers to post a snap (food doodle, food selfie and the like) to GrubHub. And, they announced 10 random winners everyday, who received $50 in free takeout. 30% of GrubHub’s followers participated in the contest, and their Snapchat followers grew by 20% because of the contest.

So can Snapchat actually drive customers to your business or to your website? The answer is absolutely “yes.” If you haven’t started using Snapchat as part of your marketing strategy, you’re definitely missing out on the opportunity to connect with relevant members of your target audience.

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