Whether you love Snapchat or are totally averse to it, there’s no doubt that the social network is here to stay. Since September 2011, Snapchat gained over 100 million users and (in aggregate) currently drives more than 8 billion video views per day. Snapchat may have a smaller audience, but the network’s number of video views is rapidly edging in on Facebook’s, solidifying the network as a major player in a crowded space.
So, what does this mean? Snapchat has an engaged and focused audience that’s consuming content at a staggering rate. The format of the mobile app captures a users’ undivided attention and causes them to focus solely on the content being presented. So how can brands use the medium to drive business results?
Chris Mikulin of CLYW Canada, a high-end yo-yo company, joined us for this week’s #SproutChat to discuss Snapchat content strategies. Chris is a Sprout All Star and a talented marketer with a wealth of Snapchat knowledge. During our chat, Chris shared his best practices and revealed what it takes to gain traction on the ghost.
Establish & Grow Your Snapchat Presence
Growing your community on Snapchat requires an approach that’s different from other platforms. After you establish your profile, Chris suggests expanding your reach through several key content tactics.
A1: 4) Pay for on-demand geofilters & insert Snapchat code in it. 5) Email newsletters. 6) Use your Snapchat URL code. #sproutchat
— Chris Mikulin (@cmikulin) March 2, 2016
Consistently Publish Content
As with any other social network, brands need to consistently publish content that resonates with consumers. Brands should start by using Snapchat’s storytelling features to invoke a deeper level of fan engagement and craft compelling or humorous brand narratives.
A2: Storytelling always does well, you can break it up with emojis, artwork, photos, etc. #sproutchat
— Chris Mikulin (@cmikulin) March 2, 2016
A2: Funny and different. Since it'll only last for 24 hours it's important to make it memorable, so you can be a little weird #Sproutchat
— Searcy Sledge (@SearcySledge) March 2, 2016
A2. Anything immediate and engaging, but not lasting. Behind the scenes, sneak peaks, trailers. Think teaser or 'extras' on DVDs #sproutchat
— Chris Desadoy (@EliteYouTubePro) March 2, 2016
A2 it seems like Snapchat is a great place for less-polished content. Showing the human-side of the brand. #Sproutchat
— Emily Smith (@ehmihlee_) March 2, 2016
Repurpose Content & Cross-Promote
Keep your brand identity consistent across social channels by repurposing existing content for Snapchat. Engage users across all of your social platforms by cross-promoting your Snapchat account and incorporating the platform into your other marketing efforts.
A5: Look at your current content and then look at what will fit on Snapchat. Then build off of it with a more personal touch. #Sproutchat
— Chris Mikulin (@cmikulin) March 2, 2016
A5: tie content into other marketing efforts. ex: sneak peek of new products/services/etc #sproutchat
— Rina Ocampo (@RinaLSG) March 2, 2016
A5. Well you don't really have to do you? isn't the point of snap is where you can 'let your hair down' a bit? #sproutchat
— Chris Desadoy (@EliteYouTubePro) March 2, 2016
A5: tie content into other marketing efforts. ex: sneak peek of new products/services/etc #sproutchat
— Rina Ocampo (@RinaLSG) March 2, 2016
Ask Your Audience
Interact with your audience on a more intimate level by using Snapchat features like Story Replies. Poll your audience and gain new learnings by asking questions and encouraging them with a call to action.
A3: It's important to start measuring Snapchat metrics as soon as you start up your account so you can track your performance. #Sproutchat
— Chris Mikulin (@cmikulin) March 2, 2016
A3 Ask a question! #sproutchat
— Caitlin Waters (@Cait_Waters) March 2, 2016
A3: Measure your snap metrics against your previous snaps/stories. More engagement – Way to go!. Less engagement – keep trying. #sproutchat
— Ben Dahlman (@bennisaurus) March 2, 2016
Audience engagement always plays a critical role in your social media marketing strategy and Snapchat should not be left out of the picture.
Get Inspired by Brands with Successful Snapchat Followings
Didn’t get enough here? Check out this abundance of Snapchat advice and get inspired by these savvy brands:
A6: I also recommend checking out @snapchatcodes for more brands to follow. #Sproutchat
— Chris Mikulin (@cmikulin) March 2, 2016
Q7: karenakatrina, selfmagazine, inspiralized #sproutchat #SproutChat
— Rina Ocampo (@RinaLSG) March 2, 2016
A6: My favorite brands/people on Snapchat are: @frankiegreek, @Shonduras @MLB @tacobell please feel free to follow them! #SproutChat
— Gabby Yocum (@thegreat_gabbby) March 2, 2016
A6 My obvious response is always @tacobell but I enjoy @McDonalds and even @CNET on there. #sproutchat
— Ben Phillips (@figoamericano) March 2, 2016
A6: I personally like @ComedyCentral's content on Snapchat. Short & entertaining & leaves me wanting to watch the promoted show #Sproutchat
— Aaron Lumnah (@aaronlumnah) March 2, 2016
A6) @tacobell and Coca-cola are both creative.
Also, shameless plug for @Zoomph. We have a great office culture for viewing#sproutchat.
— Katherine Boufford (@kbouffd) March 2, 2016
A6) @tacobell always, celebrities marketing their brand like @KylieJenner, @ultabeauty, @mashable, @dove to name a few #sproutchat
— Alejandra Guillen (@AlejandraGui123) March 2, 2016
We’re off next week, but stay connected with the #SproutChat community via our Facebook community.
This post #SproutChat Recap: Snapchat Content Strategies originally appeared on Sprout Social.
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