Snapchat is one of the fastest growing social media application, with over 100 million daily users with 400 million snaps per day, just let that sink in. This is one way of getting the message out there. The app is unlike any other, it really brings the message of global village across. You can be sitting in Katmandu and you’ll be able to see what people in Paris are doing that one particular day, it helps the world connect and brings people of all nationalities somewhat closer.
The app recently introduced airing some popular news networks, entertainment, food and travel as one its daily features, so now if you’re not one who likes reading the newspaper or watching news on the telly then chances are you’re getting you’re daily dose of news through daily mail on Snapchat (however I don’t trust daily mail) but you get the point.
Many brands have seized this opportunity to promote themselves via Snapchat, which is pretty genius really, its mass marketing which connects with a lot of people, one good thing about Snapchat is no matter how busy someone is they will at least twice in day check their app, because it’s on your smartphone, and you have friends on it and because everyone likes to show how much fun they had last weekend people are bound to use the app on the daily.
Here is how Snapchat is being used by brands without you even knowing it
One popular feature of the app is the live story, over 1 billion story views are reported daily, which needless to say is a lot, do you’re trying to promote something and you want to target a global audience of over a billion people, you’ve come to the right place. Brands have used this for product launches trade shows or one-of-a-kind events like the 1,000th customer to shop in your store. What this does is, not only does it give fans the opportunity to connect with the brand but it also help bring in new customers, the age bracket that uses Snapchat falls between 18-34, so if that is your target audience then you’re good to go.
Before social media takeover, backstage life was pretty much alien to those sitting in front of the curtain. With the feature of live events the app has led many brands to take their fans backstage and see what really happens. Popular events covered in this way were the New York Fashion Week, The Paris Fashion Week and quite recently the Victoria’s Secret Runway Show. This was a brilliant way for brands to get the message across, and not only to females but to males ( making it easier for them to shop for their girlfriends). This not only helps spread the message across but builds customer loyalty. People will associate models in the Victoria’s Secret Fashion show with the brand, people who had no idea who Gigi Hadid and Kendal Jenner were before surely know who they are now, and this will lead to users looking up more about them, and brands benefit from this as these stars are ALWAYS promoting something no matter how real they seem, they’re selling something to you.
Another thing many of you might have noticed by now is that many popular social media personalities leave links to their Snapchat, this also helps brands to get the word out. Here is how this happens, so we’ve heard many YouTubers say ‘I received this in my P.O Box’ yeah the senders are brands and then these Youtubers upload sneak peeks of these products on their Snapcaht which let’s be honest gets us excited. Brands this way can market a product and test it out at the same time with relatively lower marketing costs. One example of this is many Youtubers promoting gadgets like the hovering board which many people started promoting even before it was released and this was a very smart thing to do, because if you have seen the black Friday sales then you’ll know that the hovering board was a real winner.
Similarly Nars a popular Cosmetics brand used the Snapchat to release a preview of its upcoming Guy Bourdin color cosmetics collection.
Same can be done for clothes, shoes, phones, you name it!
Brands now have their very own account on Snapchat, so if you’re a fan of a brand and they happen to have a Snapchat account you can follow them and get all the juicy updates. Many brands take you behind the scenes in their warehouses and help you see how stuff is done, it helps users to see that brands are operated by people very much like us, and the more the brands seem real the more they connect. Also another way to keep people interested the brands have started doing giveaways, which have pretty easy prerequisites and very mouthwatering prizes. Brands offer promo codes or discounts to the fans who watch your entire Snapchat story, or ask them to take a snap while holding your product.
GrubHub has recently adopted this strategy which has worked quite well for the company primarily because it is very fitting for their nature of business. They were the first brand to execute a Snapchat scavenger hunt. Each day during the five-day campaign, they asked their followers to post a daily snap, whether it was a food selfie or a food doodle. How cool is that? They Definitely keep their followers entertained.
With Snapchat brands take full advantage of getting the message out there at the right time, which ticks all bullets off the effective marketing list, this also helps creating a good competition amongst the brands. One example of this was the ‘Ugly Christmas Jumper’ story which led to many people actually buy jumpers just to get featured on the app. Imagine a sale spike in Christmas jumpers, very fitting for this time. Brands brought in their A game by making sure there were large varieties of jumpers available, and even if you’re not a crazy Christmas fan and don’t like the idea of giving Christmas spat all over your attire, I’m pretty sure after watching people show off their ‘ugly jumpers’ made you want to buy some new ones!
So there you have it, Snapchat is a highly effective way brands are marketing themselves without you even knowing!