Why marketers and entrepreneurs should be on Snapchat

If you think Snapchat is just an app used by “a bunch of kids” who are sending pictures to each other, you are sorely mistaken: and here’s why I think so.

• It launched features like Discover and Stories, which major brands like General Electric, Acura, Coca-Cola, CNN and National Geographic are using to connect with their audiences.
• There are over 100 million people using it everyday, with over 150 million ‘snaps’ sent everyday. By comparison, Twitter has 320 million monthly
• Its most active age demographic are the Millennials — young adults between 18–24 but this audience continues to grow and mature.

How brands can use Snapchat

Snapchat is really transparent when it comes to their demographics, and reports that 77% of their user base is above the age of 18.

There are many ways a brand can use Snapchat but one of them is by making content available 24 hours a day which drives followers to constantly keep up with them. The ‘live’ aspect of snapchat makes audiences feel more involved and connected to the inner workings of the company.

Snapchat can also be used for sneak peeks of products, contests, promo codes, behind-the-scenes at shoots or events, and general day-to-day activities. One of my favourite Canadian retail snapchats to follow is Frank & Oak, who use their snapchat (@FrankandOak ) to give sneak peeks at new collections (they once had a ‘fashion show’ using their office elevators), give tours of their office in Montreal, and develop their brand persona through their day to day stories.

Cross-promote the content

In the same way that influencers are helping to build brand accounts, other creators promote their Snapchat videos elsewhere to help build a following. Brands like Sprite Brazil even took to printing influencer’s snapcodes on their soda cans. This trend is reminiscent of QR codes, but the feature is built into snapchat so it’s use is seamless with the rest of the app.

Not only can brands cross promote with influencers, they can AND should cross promote between their own social channels. Small and easy tip: Adding your snapcode as your facebook/twitter display picture is an easy way to help drive people to your account! Or like some creators, taking a Snapchat video or photo, some creators save your photo or video clip and upload it to Vine and Instagram where you already have a following.

Marketer Carlos Gil has been on snapchat for years now after hearing it was the new platform for young consumers. He has made an online directory of snapchat accounts where users can add themselves and categorize the types of snaps they post.

Ultimately, Snapchat has redefined how we connect with each other, and how brands connect with their audience. Social media is transitioning to become a live medium instead of an archival one (facebook live, snapchat, Talkshow etc.), and brands must prepare to stay in the mind of the consumer. However, it’s ok not to have a Snapchat strategy if it doesn’t make sense for your brand or your brand’s audience. At the end of the day your social media strategy should cater to the platforms that your audience uses.