When you’re looking for innovative new ways to connect with your buyer personas, social media is a great place to start. Not only does maintaining an active social presence show that your company is up-to-date on the latest trends and technology (which is a must), but it also allows you to further engage with followers and generate more creative content.
If your company already has a Facebook page or even a fairly large Twitter and Instagram following, it might be time to expand your social reach to another platform, like Snapchat. Of course, there are a few factors that you should first consider to determine whether Snapchat would actually work for your business.
If Your Target Audience is Between 13 and 34 Years Old
Although it began in 2011 as a simple photo and video based platform, Snapchat has since become a powerful marketing tool with over 100 million daily users. Of those users, most are between the ages of 13 and 34 years old—a highly active, tech-savvy demographic that uses social media to discover new brands and products. Moreover, 70% of Snapchat users are women. As you consider whether or not Snapchat will work for your business, compare these stats to your buyer persona.
If your company largely provides services geared towards middle-aged marketing directors or well-established legal professionals who aren’t likely to use the app themselves, Snapchat probably isn’t the most effective means of networking, and you shouldn’t waste your time attempting to cultivate an audience on it. However, if your brand generally appeals to a younger, trend-driven crowd, Snapchat could be an easy and cost-efficient means for increasing brand- awareness.
If You Have a Distinct Company Voice and Image
While Snapchat is widely regarded as a casual social platform, designed for sharing 10-second pics and clips, what you snap still represents your business. For this reason, it’s important to maintain the integrity of your brand by being consistent with your content. Just as you wouldn’t want to follow @nickiminaj and discover that she only snaps candid photos of @beyonce (just kidding, that’s actually my dream), you don’t want your followers to receive content that doesn’t accurately reflect your company.
A crucial component to successfully using Snapchat for business, then, is the development and consistent use of a company voice and image. Have a clear understanding of your brand, know what ideas and qualities you want to associate with it, and then share relevant content.
If You Have the Time and Energy
As I mentioned, the majority of Snapchat users are between the ages of 13 and 34—and it’s evident that they’re an active demographic. Whether they’re sharing their own images or watching others, they generate over 5 billion views to the app on a daily basis.
If you decide you're going to use Snapchat for business, you need to be as active as your audience. Don’t create a company account if you’re going to let it fall by the wayside or gather dust, as that could easily leave behind an apathetic impression. Consumers won’t be motivated to engage with a brand that doesn’t appear interested in engaging them. Instead, be honest about your limitations, and only use Snapchat if you can dedicate an equal amount of time and energy to it (a great rule of thumb for social media and life in general).
Snapchat can be a successful tool for businesses large and small, but only if you make the most of it. Know your audience, share exclusive content like promos and sneak peeks, and maintain a consistent and engaging social presence.
Now test your Snapchat knowledge with our quiz!