March 4, 2015

Snapchat- Will It Work For Your Business?

Is Snapchat right for your business? Learn what Snapchat is and how it can benefit your marketing plan.

Update November 2016: For more ideas on how to use Snapchat to promote your business, see my new blog post.

Snapchat is a fairly new arrival in the grand scheme of apps, with most marketers still trying to figure out how to bend it to their will. Obviously, it’s not for everyone. A large part of marketing today is knowing which platforms will suit your brand and speak to your customers. It’s as important to know where NOT to spend your time and effort as where to do so.

Read on to find out if Snapchat is right for your business.


What is Snapchat?

It’s a video and photo messaging service which displays content (‘snaps’) for a duration chosen by the sender (currently 1-10 seconds). You can add text to or draw on the image and you can stitch snaps together to create a ‘story’ up to 150 seconds long. Recipients can screengrab images before they disappear and the sender receives a notification when this happens.

There’s also the new ‘discover’ feature which has been adopted by brands like MTV, Sky News and Mail Online to send content directly to fans.

Who uses it?

According to The Irish Examiner, as of January 2015 80% of 15-24 year olds and 30% of 25 – 34 year olds in Ireland have a Snapchat account. Snapchat users like to check in often; it’s got a really great daily engagement rate of 61% compared to Facebook Messenger’s 51% (source).

If your target market is over 35, it’s probably not for you. Yet. But, as we’ve seen with Facebook and Instagram- just because the older crowd mightn’t be early adopters, it doesn’t mean they won’t get involved at some point.

Why now?

Very few Irish businesses seem to be using Snapchat, so now is a good time to get in on the ground floor. Early adopters have time to make mistakes, figure out what works best for their brand and make good with influencers.

How can I use it?

You can create stories using the products you sell- use the ‘chapters’ of a story to your advantage and don’t be afraid get creative.

Feature your latest promotions, promising a discount if a screengrab of that snap is presented on purchasing. Tell stories about your staff and the quirks of your business to create a personable, friendly image. (Update November 2016: see my new blog post for suggestions on how to use Snapchat to promote your business.)

But my hard work will disappear, right?

Sure, but in today’s fast-scrolling Facebook environment this is a major bonus. With only a couple of seconds to take the information in, Snapchat users pay more attention when viewing a post. Your views might be fewer, but they’ll be higher quality.

Want to launch your business on Snapchat? Email me to get started.