How to add Snapchat to your content marketing strategy
Snapchat, the smartphone app that lets users send photos and videos that disappear shortly after they’ve been viewed, is one of social media’s rising stars.
By the middle of last year, the app is said to have attracted more than 100 million active users and was being sized up for a potential multi-billion dollar takeover bid.
So far, Snapchat has maintained its independence with the original founders still running the business thanks to some injections of venture capital cash.
Snapchat’s iconic logo – a little cartoon ghost on a bright yellow background – has been gracing the screens of millions of tablets and mobiles for more than three years now, having proved a real hit particularly with younger users and women.
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But brands looking to tap into Snapchat’s growing audience have faced a similar conundrum to Instagram and other up and coming social platforms: how to advertise without alienating users?
Some form of ad product was inevitable. The bumper valuations Snapchat has received would have been based on future revenue streams and advertising was always the most likely model.
The company took some baby steps down that path late last year with its first sponsored update. In a blog post announcing the move, it said: “It’s going to feel a little weird at first, but we’re taking the plunge.”
Now Snapchat has gone further with a more comprehensive offering for brands keen to get at its users. So, if you’re keen to make Snapchat part of your content marketing strategy, here is how it works:
Discover is a tool that lets users see news stories from a selected group of news sites, all of which are refreshed on a 24-hour cycle.
While the app has opened up its doors to news sites, as have most other social platforms, such as Facebook and Twitter, the Discover feature has a few key differences.
“Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important,” Snapchat said.
While this might not provide immediate opportunities for marketers, this is a first important step in the process and opens up the possibility of more branded content in the future.
The new Ghost feature on the other hand has immediate opportunities for brands.
In-keeping with the theme of its logo, every user now has their very own unique ghost QR code. All users and brands need to do is take a screenshot of their personal ghost and post it online. Then people can easily tap on the icon to follow them.
One of the great things people love about Snapchat is its intimate nature, as users can post things they only want a specific person or group of people to see. Now brands get to tap into this with opportunities to build relationships directly with Snapchat users.
In comparison to Instagram, which encourages an artsy, professional style of photography, Snapchat is far less formal. The key here for brands will be to capture the right tone that users can relate to and also ensure they can get their content live in a timely manner.
Posted by Dylan Brown