4 Steps to Building a Brand on Snapchat
If the constant surge in the number of users is any indication, Snapchat is the hottest platform for brands these days.
An app that began as a secure way for teens to connect with each other through images, has become an important tool for brands to reach out to the tech-savvy Gen Z.
According to Victor Pineiro, VP of social media at Big Spaceship, “Unlike most of its competitors, Snapchat’s paid offering is completely separate from a brand’s channel, so they aren’t urging brands to cultivate organic Snapchat presences,”
He adds, ” It isn’t the new Facebook or Twitter—they’re the new TV: appointment viewing at scale.”
Use Your Products to Lure Followers
Sprite Brazil, in an attempt to help Snapchat users get more friends, printed codes from 15 social media influencers on its cans. Through Nov. 27, the soda brand is encouraging others to submit their Snapcodes through a microsite.
Through this, Sprite got a number of followers on its account.
What’s interesting is that it’s a similar packaging tactic mobile marketers pushed for years with QR codes, as Pineiro says, when technology is built directly into a red-hot app, brands are more likely to see more engagement than with basic QR codes.
He says, “Snapcodes might be reminiscent of QR codes, but they’re actually reducing friction when it comes to using Snapchat and growing your audience. They do carry some cultural cachet, but they’re also popular because of their functionality and their ease of use.”
Provide Exclusive Content
Snapchat is a unique platform. It needs specialized content that won’t be available on other platforms.
Brands such as Rebecca Minkoff and Michael Kors have used Snapchat to debut their collections to followers before hitting the runway.
During the Paris Fashion Week, actors Ben Stiller and Owen Wilson used Snapchat to showcase their showstopper collections before doing the ramp.
Activities such as these make customers feel included in an exclusive world – and thereby making the audience feel they’re a part of the event.
Provide Behind-The-Scenes Trivia
With Snapchat, you can provide behind-the-scenes content to your community, which helps create and engage a strong following. Show off your company and make sure to have fun with it. Capture birthday parties, Friday afternoons or company outings. The sky’s the limit on showing how your brand differentiates itself with company culture.
Everlane, a Fashion brand and a startup excels at this. They pull back the curtain to educate customers about what goes into making the fabrics. Using Snapchat stories, they highlight tours of offices, happy hours and manufacturing warehouses.
As with any social medium, your domain will have influencers on Snapchat.
Persuade them to endorse you and tap into their fan following.
Red Bull experimented by teaming up with Canadian snowboarder Mark McMorris by handing over the Snapchat account and allowed him to create stories that greatly enhanced the brand. He streamed all activities while surfing in San Diego and snowboarding at the Big Bear.
The personal touch from these influencers makes your account seem less promotional and more personal. By telling their personal stories on popular accounts, influencers increase their fan following as well as the brands’.
On a final note, with over 7 billion stories are viewed every day and the monthly active users pushing 150 million, Snapchat is the fastest growing social media and messaging application.
So why not take advantage of it, right? Tell us how you plan on building your brand in the comments section below.
Image by EdgeThreeSixty: