💬 Whilst Snapchat as a channel isn't as big as the other core players, there's still untapped opportunities for brands (as millions still use the platform), especially brands targeting millennials and Gen-Z audience segments.
It is a bit of a unique channel when it comes to doing content creation (with factors you need to consider that are Snapchat-specific which I reference below), as well as how you create content for organic traction/growth - and it's also a channel I keep an eye on in terms of what top brands and creators are doing.
💬 From my learnings checking out brands/creators and putting my 'growth marketing hat' on, these are some key tactics and areas worth brainstorming and exploring further for your brand.
One of my first recommendations when it comes to Snapchat marketing is doing an audit of what your competitors are doing, and also what other top brands are doing.
Create a sheet and make notes about the various content types they share (which will then help inform your strategy).
For this checklist point, one of the key areas that you do need to focus on in order to make Snapchat work (and even TikTok as well), is working out a process for producing videos at scale.
When I say "templated", I don't mean that each video starts looking the same - I'm talking about certain transitions, hooks, cuts - as well as the right format for the topic of videos.
Sharing videos on Snapchat is one thing, but that's not where the true success lies in helping build an active and engaged audience - it's utilising the built-in engagement tools which can really catapult audience growth.
Make sure to work out a strategy that incorporates using Q&As, polls - you name it. Plus, it's an amazing data-capture opportunity to learn more about your audience, without it feeling it's a bland survey.
This is more of a strategy checklist point for consideration - Snapchat is certainly a different channel in terms of how it works compared to other channels.
Depending on your audience and your current marketing mix, utilise the platform as a way to do data capture (like I mentioned above with polls, Q&As, etc) and as part of doing community-building efforts. Also, use it as a way to share existing content on your primary platforms, and work with other brand and creators (which I talk further on below) to test distribution efforts.
Whether you're on Snapchat actively or not as a brand, or perhaps you're in the early stages and not getting the traction on the platform that you're hoping for, then Snapchat-specific content creators/influencers can help spur follower growth.
Plus, they are awesome to learn off, considering they know the platform so well.
Tip: depending on the creator/influencer, it's worth hiring them as a consultant to help shape content production/strategy.
One of the more effective ways to grow on the platform (aside from influencers and content creators) is to team up with complementary brands to help each other grow.
You can do competitions together, AMAs, online events, and much more.
Social media contests are a great way to grow followers fast on the likes of Instagram and TikTok, and the same can apply to this channel.
To really succeed on the likes of Snapchat, you need to use the native tools which audiences are used to on the platform, which they see from the likes of content creators and brands on there.
If you have a physical store, then QR codes are a great way to encourage followers. It's a great and convenient way for target audiences to quickly take a 'snap' and press follow.
Related to some of the points I've already mentioned within this checklist - posting authentic content that is 'raw and authentic' is what can lead to success on this channel.
So, that's content such as 'behind the scenes' videos, new product teasers, founder videos sharing updates on the business, etc.
I like this channel, especially if the majority of a brand's audience fits into the demographic range of active Snapchat users, where you can just ask for feedback on products and about the market you're in.
The trick is making sure feedback seems 'fun' and easy to engage with - i.e. using simple polls, prompting questions to get replies, etc.
This is applicable to brands who do podcasts as a reminder to share short-form videos on the platform - great way to fill in more content on top of existing video schedule.
