The contemporary digital marketing world has been changing and will keep on changing in the future. Among the dominance of major social media marketing platforms such as Instagram, Facebook, and Twitter, many other new platforms are successfully making their way out of the crowded market of the digital world, with Snapchat being one of them.
The reason for its wide popularity is that the young generation has always been in favor of using social media for everything. Right from shopping to flaunting even minor milestones, the younger generations do it all on social media.
Besides, Snapchat has always been a favorite medium of theirs. As it is all about visuals, this tech-savvy generation is mainly using Snapchat to share their life stories by publishing exciting or compelling images and stories.
The trend of showcasing their achievements and especially making streaks widely grew and so did the active users of Snapchat. As a matter of fact, as of the first quarter record of 2022, there were a total of 323 million daily active users all around the globe. Marketers sensed the potential growth of Snapchat and started leveraging the benefits of marketing through Snapchat marketing.
However, there are still many business owners and marketers that are not aware of the concept of Snapchat. One could assume that you are one of them, that’s why you’re here. If that’s the case, you’re at the right place as this blog will be your one-stop solution to learn everything about Snapchat marketing.
From its benefits to actionable strategies including KPIs to measure the success of your strategies, this guide covers it all. One thing is for certain: by the end of this post, you’ll have mastered the trend of Snapchat marketing.
But first things first, we have to explain exactly what Snapchat is.
What Is Snapchat?
Snapchat is a camera-based application that allows its users to share pictures and videos that are available for 24 hours through stories. It’s an instant messaging app but it is immensely popular because of its unique filters and lenses that are widely used.
Now that we have clarity on Snapchat as a social media platform, we need to be on the same page regarding the benefits of using it as a marketing tool.
The Tremendous Benefits of Snapchat Marketing
First, let’s get clear on the main feature of Snapchat, which is that it allows you to share your videos and photos in your story. However, that story will disappear after 24 hours. So, if you keep this feature in mind, Snapchat instills a sense of urgency for its users, always keeping them on their toes so as to not miss stories from their friends or favorite brands. This makes them open and scroll through the app multiple times a day.
To continue, if you successfully build a presence on Snapchat, this FOMO (fear of missing out) will urge your target audience to reach out to your brand’s profile again and again. This will bring along high traffic which will ultimately result in enhancing brand awareness for your business on social media.
Achieving beneficial visibility is the ultimate goal for businesses to utilize different social media platforms. That being the case, using the exclusive features of Snapchat, you can increase your brand’s visibility all over the globe.
According to statistics, 10 billion videos are viewed on Snapchat every day. So, if you create valuable, engaging videos, it is highly likely that these videos will be able to reach a huge audience.
Influences Purchase Decision
People do not only use Snapchat for viewing pictures, they also use it to interact with brands and people they find interesting on the ‘Discover’ page. As a matter of fact, as per factual data, Snapchat users, aka Snapchatters, are beginning to spend 35% more time on the ‘Discover’ page. Additionally, if they like a product or service they found through the Discover page, 60% of them are more likely to make a hasty purchase.
Now that we are all heads up on the benefits, the next question that pops into mind is how to create a foolproof strategy to grow business through effective Snapchat marketing.
Below are the top 5 strategies you can utilize to enhance the growth of your business through Snapchat marketing.
5 Crucial Strategies For Successful Snapchat Marketing
Clout Spotlight Feature
We are currently witnessing a digital revolution wave, with people being fascinated by the trend of short videos more each day. After the immense success of TikTok, Instagram introduced reels, YouTube shorts, and even Netflix joined in the craze. So, how did Snapchat miss it?
In November 2020, Snapchat introduced a similar feature, named Spotlight. This brings us to our first part of creating an efficient strategy for Snapchat marketing. You can leverage the power of the Spotlight feature and create engaging and unique short videos to grab the attention of your target audience.
However, there is no one-size-fits all approach when it comes to implementing unique content ideas for short videos. We say that you can try everything possible to get the eyes of your audience on your brand. Besides, you can keep track of what your audience likes the most using KPIs of Snapchat marketing which we will discuss later in the blog.
Harness The Power Of Geofilters
If you’ve used Snapchat yourself even once, you may have noticed that after clicking on a picture you get the option of adding the nearby locations by swiping right.
If you have never used Snapchat before, then here’s a quick definition of Geo filters.
Geo filters are location-based filters that you can apply to your Snapchat pictures by swiping right. This can be a great way of promoting your business on the platform.
It is a paid feature that allows users to increase the awareness of their business among local traffic. So, go ahead and create your own Geo filter through the settings and watch your business’ visibility skyrocket.
Gain Trust Through User Generated Content
Trust is the cornerstone on which the success of a business lies. However, the uncontrolled frauds people encounter while online shopping make it difficult for businesses to earn the trust of their target audience. In this, user-generated content can be a very effective way of turning things around.
You can create UGC in various formats of audio, video, or pictures of people describing your existing consumer’s experience with your brand. This social proof will assist you in showing your target audience that other people trust you and so they can, too.
Moreover, on Snapchat, you have very little time to engage your audience. All it takes for them to move on to the next snap is a mere tap of their screen. So, using UGC can instantly capture the attention of your target audience.
Use Snapchat Augmented Reality Lenses
Both AR and VR are two of the latest buzzwords in the tech world. Besides understanding the potential of these technologies in the future of digital marketing, marketers have always been fascinated about utilizing them to promote their products. Snapchat also stepped on the bandwagon and launched its unique Augmented reality lenses in its filters.
For personal use, this feature allowed users’ avatars to perform various actions in the real-world environment for individual entertainment.
But for professional use, Snapchat stepped up its game and offered businesses the opportunity to create their AR-based lenses. Now, using these lenses, you can digitize your products and give your users a real-life buying experience wherever they are. It is a paid feature and we think it’s 100% worth it.
Huge brands like Puma, American Eagle, Parada, and MAC Cosmetics use this technology on their Snapchat profiles to give their users a real-life experience of their products.
Using their brand’s lenses, people were able to try on clothes, cosmetics, or shoes like they would in-store, and make informed decisions about their purchases.
This creativity of Snapchat has allowed marketers to enhance their visibility and give users a little preview of their products. This way, their target audience can more easily be converted into leads, which will eventually lead to enhanced business growth in the long run.
Utilize The Art Of Storytelling
Storytelling has always been one of the most efficient ways for brands to engage their audience. That’s why it is one of the most favored tricks for modern marketers to use.
With this, we have our last foolproof strategy which will assist you in leveraging the exceptional benefits of Snapchat as a marketing tool.
Using the art of storytelling, you can effectively hook your audience and engage them for a good time. This will keep your audience entertained for a long time and bring more visitors to your profile. The more the views, the better for your business. Besides, keeping your audience engaged will take you one step closer to fulfilling one of the major SMART goals of your business, which is to convert your audience into leads.
Now that we have learned all about Snapchat marketing strategies, it is also essential to learn about the metrics with which you can measure the success of your efforts. Hence, the next section will shed light on major KPIs that will help you track the improvement of your Snapchat marketing.
Top 5 KPIs To Measure The Success Of Your Snapchat Marketing
KPIs is an acronym for key performance indicators, which are measurable metrics that can assist you in estimating the performance of your business over a specific period. Using these key performance indicators, businesses can effectively measure their growth in terms of accomplishing their set goals and milestones.
In this section, we will comprehend the top 5 metrics that can assist you in measuring your performance in terms of various strategies and tactics applied by you, in order to enhance growth on Snapchat.
2-Second Video Views
The total number of times a video was played for 2 or more seconds is counted as one single view on Snapchat. This KPI is used to identify whether people are engaging with your videos or they are simply clicking on the next snap without watching at all.
You must ensure that these 2 seconds of your video are worth looking at. Also, make sure that during these 2 seconds you show your brand. This will help with brand awareness, even if people decide they are not interested in watching your full videos.
As the name suggests, this KPI is used to identify the total number of times people clicked on your profile after interacting with your content. In order to increase this metric, you need to make your audience understand what’s in it for them if they decide to visit your profile.
To accomplish that, you can add various CTAs leading to coupons and website links, or narrate a half story and suggest watching the full story on your profile. These calls to action will encourage your audience to make the next move.
Swipe Up Rate
Swipe-up rate is the total number of times your audience swiped up to visit your story’s added link. It is another tremendous feature that allows you to add links to other websites or your own social media handles to your stories. This will help you get outbound traffic to your targeted platform.
Total impressions are calculated by adding the total of impressions your snap got, including both organic and paid. Impressions refer to the number of times your snap was visible to your audience, and they count whether someone interacts with a snap or not. So, if your viewer instantly clicked on the next snap as soon as they landed on your page, Snapchat would still count it as an impression.
Last but not least are paid impressions. As Snapchat allows you to promote your business through their unique paid advertisement, paid impressions include the number of times your ad was visible to your audience.
You can purchase various packs of promotions by clicking on the paid ad manager feature of the Snapchat application. You will find this option below the category of settings and paid advertisement. If you are a startup business that finds it difficult to engage its audience through Snapchat organically, then you can always go for this option.
To sum everything up, Snapchat is a tricky platform for marketing, but if done correctly, it can bring excellent results. The right strategies are sure to assist you in enhancing the growth of your business. So don’t wait any longer, get your hands on Snapchat marketing and enjoy its tremendous benefits!