Why You Should Market on Snapchat: Strengths & Key Demographics
Thinking of adding Snapchat to your social media marketing plan? With over 186 million daily active users Snapchat has come a long way since it was founded in 2011, yet it’s still overshadowed by Instagram and Facebook. We’ll talk about the advantages Snapchat has and what companies should do to to up their marketing game, reach new fans and build brand influence on this platform.
Snapchat doesn’t have differentiated accounts separating businesses and users—and that’s actually a strength! The content you post in your stories is organically shown side by side with your friends and followers, not pushed down in a feed where it’s unlikely to be seen. Since everything posted on Snapchat disappears within 24 hours—and there isn’t a dedicated page for people to can see older content—it’s important to post regularly so your account doesn’t go stale. Furthermore, it’s a best practice to leverage your other social profiles or websites to encourage more fans to follow you on Snapchat.
Users on Snapchat tend to have a smaller circle of close friends that they’re connected with, given the picture and video messaging focus of the app. Rather than scrolling through a feed, Snaps are sent between small groups of friends. It’s no surprise that Snap streaks (continuous ‘streaks’ of snaps sent between friends over consecutive days) is a thing—and the longest Snap Streak as of March 6, 2019 clocks in at a phenomenal 1401 days! This incredible peer-to-peer sharing capability means your content and messaging truly has the potential to reach a unique, global audience if it is compelling (and fun!).
In your Snaps, you can add links using the paper clip when editing your media. You’re able to direct people to a website, limited time offers, or even a music video you just put out!
Limited Time Offers
Given that Snap stories are only visible for 24 hours, this helps in creating a sense of urgency for users to engage with your promotion—such as a flash sale, or an exclusive offer just for fans.
Behind the Scenes
Show what goes on behind the scenes at your business, from photoshoots to product testing. People love seeing what’s going on with their favourite brands and this will help foster a deeper connection with your audience.
Sponsored geofilters are creative designs that you can be overlaid on Snaps in a specific location. These are great for Pop-ups, grand openings, concerts and sports events.
Shareable 3D lenses and filters make starting a viral campaign easier than ever! Engage and excite Snapchat’s Gen Y and Z user base. High daily in-app engagement have transformed it into a powerful marketing tool—70 million Snapchatters play with AR lenses everyday.
Key Demographics & Audience
186 million daily active users
71% of users are under 34 years old
25-30 minutes on average spent in the app
78% of all Americans 18-24 year olds use the platform
What Does This Mean For You?
Snapchat is great for targeting the elusive 18-25 year old category. These age groups are using Snapchat precisely because their parents aren’t on it. They also check it multiple times daily because of the chat function. If your market skews young and female, Snapchat’s user base is the perfect audience. This brings us to our last section—what industries jive well with Snapchat’s core users.
What Industries Excel on Snapchat?
Snapchat is the perfect platform for B2C brands to engage new audiences or existing fans, particularly within verticals like music & entertainment, fashion, apparel and lifestyle, and CPG food, beverage and beauty. In the CPG industry, companies like Sour Patch Kids, Skittles, Lays and Gatorade have all been successful on Snapchat because of their colourful and fun content designed to make users a part of their brand narrative. Apparel brands like Lululemon or Nike do well with athletes or ambassadors doing Snapchat takeovers—a behind the scenes spotlight that allow fans to live vicariously through their favourite celebrities.
These aren’t the only brands that have success though. We’ve shown with our case studies, pop-up events and more can use Snapchat’s AR capabilities to drive awareness, consideration, and lift purchase intent. Digital storytellers and artists have also started leveraging the creative possibilities of Snapchat lenses, which will lead to more creative collaborations between brands and diverse voices in order to produce richer content.
Interested in seeing how we can take your snap-game to the next level? Reach out to our team to learn more about creating a custom lens for Snapchat!