How should brands use Snapchat as a marketing tool to reach younger audiences?
Snapchat in 2017 offered brands access to the 18-34 demographic at engagement rates that outperformed other social platforms, with creative formats that drove urgency and repeat interaction. Brands that established Snapchat capabilities early captured audience relationships at lower cost than later entrants faced.
1. Snapchat in 2017 had the highest daily engagement rates among social platforms for the 18-34 demographic. 2. Ephemeral content formats on Snapchat drove urgency and repeat engagement that static social posts could not replicate. 3. Brands that invested in Snapchat early established creative capabilities and audience relationships at lower cost than later entrants. 4. The platform's advertising tools were underdeveloped relative to Facebook but offered access to audiences with lower competition for attention.
- Engagement and interaction from your followers are all that matter. Snapchat had higher engagement than any social network on the planet at the time
- If you do not feel self-conscious and want to reshoot the video after publishing it, you are probably not being authentic enough
- Technology has changed everything. Marketing efforts need to evolve and keep up, or businesses will eventually find themselves irrelevant
Imagine only having 40 followers on your favorite social network. Not very promising, right? What if 37 of your 40 followers engaged in conversation with you on a regular basis? This is exactly the kind of engagement available on Snapchat.
Imagine 80% to 90% of your Facebook friends commenting, liking, and sharing your posts. Engagement is everything. It does not matter that you have 100,000 likes on your Facebook business page if only two or three of them ever like or comment on your posts. Engagement and interactions are the goals; they are essential.
Snapchat is a video messaging app where you can take photos, record videos, add text and drawings, and send them to your followers. Users set a time limit for how long recipients can view their snaps, from one to ten seconds.
Snapchat is useful where text messages would traditionally be appropriate. While Snapchat would not be useful as a lead generating tool, it is exceptionally useful for client engagement, retention, and referrals. You can build trust on Snapchat in a fraction of the time it takes to build trust on other networks. It allows customers and prospects to see you in your daily life, how you interact with your family and friends. You cannot edit; it is the real you. Facebook allows you to look like a nice person and really be a shark. On Snapchat, if you are dishonest, it reads that way immediately.
Because snaps disappear after they are viewed, you will have your followers' undivided attention. They will not be scrolling through a news feed at high speed because there is no news feed. It is all about attention, keeping the attention of those we want to see our message.
Snapchat represented a compelling marketing opportunity in 2017 for brands targeting younger demographics, offering high engagement, ephemeral creative formats, and a user base that was spending more time on the platform than any other social channel in its age cohort.
When to speak with Chatsworth
You may benefit from an advisory conversation if your board is evaluating timing, valuation expectations, buyer universe quality, or diligence readiness. Chatsworth provides senior-led perspective on process design and execution risk independently of whether a mandate results.
Speak with the team →Marcus Magarian, Managing Director. M&A advisory, strategic advisory, cross-border transactions, and technology-sector advisory. chatsworthgroup.com/our-team/marcus-magarian
LinkedIn Profile →Strategic perspectives on M&A, capital formation, and cross-border transactions, delivered directly.
Subscribe