5 Reasons Why You Should Integrate Snapchat into Social Media Marketing Strategy

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Snapchat Marketing 2018

Timeless content is more worthy and creates a lasting impression, more audience engagement and ultimately fruitful results and conversions. People have such short span of time and it seems a bit difficult to read detailed blogs and posts even now social media posts and video contents are being scrolled up. Short stories of few seconds and for few hours seems curious, appealing and attain more involvement. FOMO “Fear of missing out” is the game this time and you know what? It is one of the most favorite tactics of businesses and brands. Obviously, it pulls out interest and makes people stick to it more and more, yet helpful to create a loyal audience and engaged one as well.

Back to 2017

Last year many of social media and social communication sites were eagerly adding feature of stories or status out of the blue in them that includes Facebook, Instagram, Skype, and WhatsApp that seems to incorporate another favorite feature of public, and most demanded and effective form of timeless content to keep the momentum balance either it belongs just to platform or to market via platform as well.

The question arises here is why did these strong platform have to add this story feature so positively this much though every platform has some unique things and they kept it on and polish them to higher like Instagram does not have the option to share writing long paragraphs on the wall as the main post instead (like Facebook) of just captioning up till now or WhatsApp does not have any timeline? Similarly, Facebook is the strongest social media network that allows you to post text status and making the best of it every single day along with other features. Adding to stories and timeless content is broken to the peculiarity of the one, while Snapchat has been working since 2017 with the same “snap story” trends.

Obviously, a good or fruitful strategy has always been welcomed by all marketing sources and who knew this trend would turn out as biggest digital marketing strategy this year. First, let me mention two clear things here:
1- People loved to snapchat a lot that they started to snap each and everything there, either as static or non-static visual content, even their thoughts, and happening of the day every next moment all this for just 24 hours.

2- This deadline of just 24 hours, plus the snap of every day’s happening and cute little updating pieces create an eager for people to stay updated with the newer one in continuity and hence create an engagement. People don’t want to miss out basically as they cannot save the content as well!

These two points are the primary reason for making the ephemeral content strategy as one of successful and quickest adaptable strategy in the digital, especially social media world. Sharing of everything with the people or audience and want of “not to lose” anything and staying updated creates a “mutual understanding” or a “perfect-relationship” of excitement and interest, hence led to a long-lasting audience engagement.

As video marketing is gaining popularity, there is an inexpensive and potentially effective way to market your organization and keep followers coming back for more. Here are five reasons for answering the “why” it has become such an important and key part of social media marketing and a marketing trend in 2018.

Authenticity pulls Sincerity

There is no surprise that people are constantly bombarded with polished advertising and companies trying to sell products and services. Aside from typical techniques and presenting the best it is the time for something new and change makers can alter the world of marketing through putting out raw clips and images that represent the brand in a light that differs from traditional marketing tactics, users who make the conscious decision to follow a brand on Snapchat or Instagram gain a sense of trust and excitement for the brand, which goes along with lead nurturing. This authentic look into a brand encourages followers to stay for the long haul and be more involved than the passive consumer.

FOMO (Fear of Missing Out)

The original aspect of ephemeral content strikes a FOMO effect or “fear of missing out” so users are more inclined to tune in at a certain time and maybe even on a regular basis. For marketers, constantly creating engaging content is a must when developing campaigns around this ephemeral content world. This poses a challenge for marketers to be on top of their game when curating content for these channels because they cannot be made and recycled like other campaigns.

 “Brands can hold Q&A’s, how-to’s, and so much more behind the scenes content that is harder to come by from other social media channels. The possibilities are endless for marketers to engage with their audiences in a way that gives more than just a promotion or print ad.”

Behind the Scenes

Organizations are able to showcase behind the scenes content, preview upcoming projects or products, show events, and offer promotions. For the movie “Mission Impossible: Rogue Nation”, they used Snapchat to hold missions for their followers. Fans responded to the call-to-action by submitting pictures or sending in videos that helped promote the film, as well as gave fans the opportunity to interact with the franchise. “With 65 million impressions, it showed a great integration of technology and marketing. Users are able to directly interact with the campaign and invest.”

Mobile is Priority

Nearly 77% of all adults have a smartphone according to Pew Research Center and that number only increases as the age bracket becomes closer to college age. No need for fancy camera equipment or video editing software to take advantage of this marketing method. Organizations can distribute a QR or Snapcode to access stories and by just scanning the code with the camera on a user’s phone, find the organization’s Snapchat profile.

Higher Engagement

Visual content is 40 times more likely to get shared on social media than other types of content. Not only are users are more likely to share visual content, they are also more engaged. Snapchat provides a service in which users to create geofilters which brands can take advantage of a time and location sensitive event. This inexpensive service gives everyone who is within the location in a given time to put a filter over their snaps and in a way, crowd-sourced promote the event.

Why Snapchat is the Real King of Successful Timeless Content Marketing

Well, the answer is quite simple, Snapchat is the original creator of this trend and worked on the most effective and extremely practical idea of social media marketing but there is much more to know. As “Snapchat’s more than 173 million daily active users watch 10 billion videos every day. Those numbers suggest big opportunities for brands and marketers.” Colorful filters, face-swapping effects, messaging, and other playful functions have made the app wildly successful with people of all ages. And brands are just as tuned into the benefits of Snapchat from a business perspective.

” Snapchat collaborated with MediaScience to survey 320 consumers aged 16 to 56, which compared, during 552 sessions, Snapchat video ads to those on TV, Facebook, Instagram, and YouTube. The study tested emotional responses, eye-tracking, and exit surveys.

Snapchat says its ads garnered twice the visual attention of Facebook and 1.5 times more than Instagram. They were also 1.3 times more effective than YouTube. When compared to those platforms and TV, Snapchat claims that its ads generated the greater emotional response and twice as much intent to purchase.” Sourced from Adweek

Being a dedicated platform to snap stories or ephemeral stories than other social media platforms Snapchat has been utilized for various successful ad campaigns from single sponsored advertisement to real-time campaign (documentary form) that ultimately produces competition, response, and enthusiasm among the audience. It includes ‘Taco Bell’s Cinco de Mayo Snapchat Lens’, ‘Call of Duty: Black Ops III’, ‘BBC Panorama – Refugee Crisis: A Snapchat documentary’, and, ‘Cedar Point Amusement Park – Catch-a-Ghost.’

However, other platforms especially Facebook and Instagram have specific mode marketing that is solid content campaigns and hashtags respectively, with this feature alongside. Here are the few tips to get the best result from your Snapchat Marketing.

Snapchat does for 2018

If your brand wants to maximize success on Snapchat in 2018, do…

Identify the faces of your brand

Snapchat is very personable. As a brand, it’s essential to keep your audience engaged. Identify a few key people to represent your brand. They should be relatable and engaging.

Create Geofilters

If you’re holding an event or conference, create a Geofilter for that specific date and location. A Geofilter is a great way to get the word out about your brand while also giving Snapchatters a fun and engaging overlay to use on their pictures and videos while attending different functions.

Keep stories short

You want your stories just long enough to get your message across but not so long that you lose your viewer. If you take too long to get to the main point, your viewers may get bored and bounce.

Be casual

Snapchat is all about fun and authenticity. If you keep it too professional and buttoned-up, you won’t capture the attention of your audience.

Create a consistent posting schedule

A consistent posting schedule will help your followers know when they can expect new stories from you. A schedule will keep them coming back to check out your latest content.

Include text

When using video, don’t forget to include some text. Many people watch videos without sound, so don’t forget to include some text to ensure they get your message.

Set up groups

Use groups to have community conversations or share tips. Make sure the information you offer to your groups is something extra they receive that they wouldn’t receive otherwise. Offer something they find useful to get them to request to be a part of the group.

Use Snapcodes

Create a unique Snapcode for your website. Snapcodes are great ways for businesses to promote themselves with photographable symbols rather than just a URL. The Snapcode will open up your site inside of Snapchat when the user scans your code.

Snapchat don’ts for 2018

Where there are does, there are don’ts — and we’ve got some don’ts to keep in mind for 2018.

Don’t post too frequently

There is such a thing as too much, even when it’s awesome. If you post too much on Snapchat, you may oversaturate your audience and turn them off.

Don’t be boring

Snapchat is all about being creative and fun. Spice up your story feed with some videos that will grab your followers’ attention. Engage your audience.

Don’t forget CTAs

Businesses need to include CTAs on their Snaps. Snapchat gives you the option to attach a website to your snaps, which can serve as a CTA. Learn more about adding an attachment to your snaps.

Don’t forget to measure

If you do not measure activity on your Snapchat account, then you don’t know if you’re effective with your marketing strategy. Learn more about what metrics to measure on Snapchat.

Don’t stage perfectionism

Be spontaneous when posting to Snapchat. Don’t strive for perfectionism… that simply isn’t what this channel is about. Perfectionism comes across as inauthentic.

These dos and don’ts are the simplest and most clear, to tell you the best ever you can make this year through Instagram and are suggested by Digital Summit purely.

Final Thoughts

It is not wrong to say that Ephemeral content is future of digital marketing this and Snapchat is the most trusted platform for this strategy loved by 150M people around the globe. All you need is just to incorporate into your social media marketing strategy, create new ideas for the best and use these tips while creating the one

  • Make a strong impact in a short amount of time. Facebook video ads are viewed for less than three seconds, on average, so make your content engaging from the start.
  • Show something your audience cannot see elsewhere. One of the reasons people prefer ephemeral content is that it feels more personalized, so don’t be afraid to go behind the scenes, focus on your employees or make special announcements.
  • Tell a story. Most of your users will view all of your posts at once, clicking through quickly. Be sure your posts are cohesive and not repetitive.
  • While breaking into ephemeral content may be a bit trickier for these businesses, it is not impossible, particularly if you post demos, question and answer sessions, tutorials and, of course, make your content very, very engaging.

Most of all, take the time to get to know your audience, which streaming tools they use most and what they want to see. This will help you develop the right ephemeral content strategy for your business.

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About Author

Hey, this is Sharmeen Arshad, currently community manager at Social Champ. I'm a student of Mass Communications at the University of Karachi. With lots of background in journalism and writing, I also found myself keen on social media marketing. Well, writing, reading, traveling, music, arts, and literature are my little passions except for professional interests. You're welcomed to contact me at sharmeen@socialchamp.io

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