Should You Build Your Brand With Snapchat?

Do you think Snapchat is a dead social network?
Think again!
This growing platform is reaching a large number of young people aged 25 and under, and can be a powerful branding tool for the right niche.
Before reading on you might be tempted to turn this additional network away — after all, you’re already using Facebook, Twitter, Instagram, Pinterest, YouTube, and Google Plus. That’s enough — right?
Maybe not.
Like Instagram this social media app is all about reaching a commonly missed audience with over 50 million ‘snaps’ per day going out. The biggest benefit for marketers is that it is mobile only, and creates a sense of excitement due to its quick turnaround of shared photos and video.
Here are just a few features your business can leverage:
• Give your followers the inside scoop on your latest product or an announcement
• Gain immediate feedback
• Spread the word through messaging
• Send other Snapchat followers exclusive offers
Because the social app does not save information like Facebook and Twitter, brand engagement is built through the number of snaps, screenshots of key snaps, promoting other Snapchat screen names, and so on.
According to Adweek 64 percent of marketers have an account with 67 percent of those being active. The article states that the categories include automotive, fashion, beverages, and consumer goods:

With 187 million active daily users it may be time to take a look at whether this could be a viable network to add to your current marketing plan where you can quickly share new information and to create a buzz about your brand or product.
Snapchat is a unique network in that it does not allow users to search according to a keyword topic or specific hashtag — it is based more on meeting people and introducing them to your brand.
Because of the personalized, fun nature of this platform your company has an opportunity to build trust and get on the same level as your community. Stories make it appealing for users to follow trending events, brand stories, and get an inside look of the day to day operations of a business.
There are several ways you can show the human side of your business:

• Showcasing a special event throughout the day with highlights
• Humorous clips and videos from your team
• Giving viewers an inside look behind your company’s operations
• A fun product introduction

In addition to being very fun and creative, Snapchat is a prime social network to be involved in if you would like to reach a large number younger generation users who would be interested in what you have to offer. Here is an infographic shared by Larry Kim from MDG Advertising, which outlines the many features, tips, and fact about Snapchat:

Infographic by MDG Advertising
If you are already engaging in platforms like Facebook and Instagram here are a few points to consider when making the decision on whether to add Snapchat to your mix:

• Is your target market active on Snapchat or do they prefer other social networks?
• Do you have high quality images and videos that could do well on an additional mobile app?
• Is advertising on multiple channels important to your ROI?

Unlike Instagram, which is Snapchat’s rival, your business is not able to gather important user statistics, curate content, reach a larger public audience, or boost snaps. You can, however; reach a younger audience in a more private, intimate setting, much like having a friendly contacts list in your phone. This is where the social network proves to be most useful, and is often the main tool of communication for teens and young adults.

While your other social media accounts may be more professional and polished, Snapchat is an opportunity to present your brand in a more casual way if you have a larger number of followers active and engaged there. Currently their advertising program is slightly higher in cost than Instagram, and so it may or may not be worth the addition if most of your community is focused on places like Facebook and Instagram.