From funny filters to trendy videos, Snapchat has been working to create a space where marketers can reach new customers effectively. It is a platform for savvy marketers to reach young consumers such as Gen Zers who are coming of age.
Founded in 2011, Snapchat allows users to send photos and videos, also known as snaps, to other users. Unlike other social media platforms, snaps disappear after 24 hours of viewing. This platform has gained popularity among Gen Zers because of its connectivity, filters and discovery page.
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How can marketers effectively increase brand awareness and influence consumer spending on this platform? In this blog, Allen Marketing Communications, a boutique travel and lifestyle public relations agency based in New York City, explores what Snapchat is, what is trending on the app, and how marketers can use the platform to reach new audiences.
Best Practices for Marketers:
Localize Your Content
Every Snapchat user is unique: in how they view, interact with, and behave because of content. Users like to feel connected to their social media and want it to reflect who they are as an individual. Similarly, businesses differ in size, service and location. In competitive markets, it can be hard to stand out to consumers, but there is a solution: localization.
Content localization is “the process of adapting content assets to the culture and language of customers in a target market” (Phrase). This goes beyond translating texts into different languages; it means understanding cultural nuances—like style, images, symbols, colors, phrases, idioms, etc—and implementing them into promotional content to reach specific audiences.
Reaching out to consumers in a way that is familiar to them will increase traffic, engagement, credibility and brand loyalty. Also, not every business localizes its content, and doing so means gaining a competitive edge that will attract consumers who appreciate the effort and commitment a company has toward understanding its audience.
Utilize In-App Features
Snapchat has invested in augmented reality (AR) features that make promoting brands easier than ever. Lens Studio, an application for artists and designers, is used to create Face Lenses (front camera experiences) and World Lenses (rear camera experiences) (Docs.Snap). These lenses are often interactive, like the puppy dog filter or a 3D cartoon interacting with the space shown in the camera.
The Discover page is another way marketers can reach new audiences. The feature is a curated news feed that integrates sponsored videos and recommends content based on the users’ viewing history. Also, users are able to subscribe to a channel, see what their friends are watching and watch snaps in Stories (Hubspot).
During the 2020 presidential race, Snapchat increased the visibility of the candidates to its young audience and motivated them to act. Not only did the platform register over 400,000 people, most of whom were 18 to 24 years old, but their election coverage received close to 30 million viewers (Finances Online).
Post Frequently and Interact with Your Audience
Globally, there are more than two million snaps sent per minute (Finances Online). With hundreds of millions of daily active users, it can be hard to stand out.
Upload content at least once a day. Use targeted and relevant hashtags to bookmark content and reach users by location.
Remember to utilize in-app features that help localize content and effectively increase brand awareness and loyalty. Our team of social media experts can help clients reach Gen Zers who are coming of age and who are starting to explore the world.
By Toyin Oluyende at Allen Marketing Communications, Inc.