What if I told you there was a way to not only reach the hard-to-impress demographic of 18-34 year olds, but capture their attention?
You’ve probably heard of Snapchat, the social media app popular for sharing pictures and videos that disappear after a few seconds. What most people don’t realize, however, is that Snapchat is a crucial part of any public relations campaign. I’ve gathered three reasons that explain what Snapchat is, and why your brand needs it.
1. Snapchat reaches a sought-after demographic
It’s no secret that millennials are hard to reach and even harder to impress. That’s where Snapchat comes in. The fastest-growing social media platform in 2015, Snapchat offers a way for brands to interact with its 200 million active users. My generation has grown increasingly weary toward traditional advertising. We’re experts when it comes to ignoring sales pitches that don’t directly appeal to our interests. By heavily emphasizing narratives, Snapchat provides a way for brands to connect with consumers in a personal, informal way. Its casual nature makes brands seem like a friend rather than a company.
2. Snapchat commands attention
Rather than mindlessly scrolling through Twitter or Facebook feeds, Snapchat requires users to stop what they’re doing and focus. The app dismisses distraction by creating a sense of urgency. Snaps aren’t there forever–senders choose the message length, but it’s never more than 10 seconds long. This leads the receiver to pay close attention, because the message will soon disappear. Alternatively, the “Stories” feature allows the ability to create longer narratives (up to 200 seconds) that disappear after 24 hours. Brands can use Snapchat to ensure that their message is not only received, but remembered. “By providing content with a limited lifespan, it combines the appointment-viewing value of sports with the engagement of social media,” explains blogger Jeff Beer. In other words, users give Snapchat their undivided attention.
3. Snapchat adds value to existing social media content
Many brands on other social media channels such as Twitter and Instagram use Snapchat to enhance their marketing campaigns. For example, McDonald’s offers a behind-the-scenes look at commercials featuring popular athletes like LeBron James and Richard Sherman, while Allure magazine entices users with exclusive giveaways.
Snapchat’s new “Discover” feature is another opportunity for brands to connect with their audiences. 60 percent of Snapchat users access the app daily, proving the importance of constantly generating content. News sources like Cosmopolitan, CNN, ESPN and People Magazine use Discover to post news articles, videos and pictures. Like the Stories feature, content is refreshed in 24-hour increments. It’s a great way for brands to not only stay relevant, but keep users coming back for more with the promise of new information daily. Plus, it’s not just for news outlets. BMW, Ritz Crackers and T-Mobile are just some of the brands that advertise on Snapchat Discover.
What are some other reasons brands should use Snapchat? Let me know in the comments.