Yes, businesses can absolutely have Snapchat accounts. Snapchat has become a major social media platform, especially among younger demographics, and it offers businesses a unique way to market to and engage with customers. A business Snapchat account enables companies to share fun, behind-the-scenes content, announce deals and products, and build stronger connections with their target audiences. There are a few key things businesses should keep in mind when using Snapchat for marketing, but overall it is a platform with huge potential for brands.
What are the benefits of a business having a Snapchat account?
There are several major benefits for businesses using Snapchat:
Reach a young audience
Snapchat’s users tend to be on the younger side. As of 2022, nearly 65% of Snapchat’s daily active users were under the age of 34. This makes Snapchat an excellent platform for brands targeting Gen Z and millennial consumers. Having a presence on Snapchat allows businesses to reach, engage with, and market to these demographics directly through a platform they actively use.
Share disappearing content
The ephemeral nature of Snaps (posts disappear after being viewed) gives businesses creative and fun ways to share content. Brands can offer exclusives like sneak peeks of new products, behind-the-scenes office views, and access to events through Stories and Snaps. This content feels exclusive since it disappears quickly.
Leverage creative and interactive ad formats
Snapchat ads can be eye-catching and interactive. Businesses can use a mix of video, images, graphics, polls, links, filters, lenses, and more in their ads. Snapchatters tend to engage highly with these fun, full-screen ads. Snap Ads have an average swipe-up rate of 9%, much higher than other platforms.
Humanize your brand
Because of Snapchat’s personal, fun vibe, it’s a chance for brands to add a human touch. Businesses can give sneak peeks into company culture, highlight employees, and show off their office personalities. Followers get to know the real people behind the business.
Boost engagement and connection through AR
Snapchat’s augmented reality lenses and filters present cool opportunities for engagement. Brands can create sponsored lenses tied to new products, campaigns, or events. When users engage with these AR experiences, they become more involved with the brand in an interactive way.
What are some key strategies for businesses using Snapchat?
Here are some top tips for brands getting started on Snapchat:
Define your audience
As mentioned, Snapchat skews young. Make sure your target demographic is active on Snapchat before investing resources into an account there. The platform is great for Gen Z, millennials, and younger generations.
Create unique Snaps
Don’t just repurpose content from other platforms. Take advantage of Snapchat’s fun, spontaneous nature by creating content specifically for it. Give exclusive sneak peeks, behind-the-scenes footage, Q&As, polls, AR experiences, etc. Post content daily to build an audience.
Use Stories creatively
Leverage Snapchat Stories to share content that shows off your brand personality and engages followers. Document events, take users behind the scenes, hold Q&As, tease announcements, etc. Stories let you string Snaps together into a narrative.
Collaborate with influencers
Influencer marketing is huge on Snapchat. Partner with relevant Snapchat influencers in your niche to have them feature your brand in their Stories or Snaps. Their followers will get exposed to your business.
Utilize ads effectively
Run video and AR lens ads to promote products, events, offers, etc. Target them to relevant demographics, and track performance to see which ads drive the most business. Snap Ads can be very impactful.
Encourage user-generated content
Get followers engaged by encouraging them to create their own Snaps and Stories featuring your brand. For example, you can ask them to show themselves using your product or visiting your office. This organic content shows Snapchatters genuinely engaging with your business.
Turn Snaps into shoppable moments
Use Shoppable AR to let users purchase featured products right within Snapchat lenses and filters. This makes the path from seeing an item to buying it extremely quick and seamless.
What are some brand examples with great Snapchat accounts?
Taco Bell
Taco Bell has become an expert brand on Snapchat through fun content, engagement techniques, and unique campaigns. They leverage holidays and current events to create timely and relevant content. The brand also uses Snapchat to give sneak peeks at menu launches. Their account feels personal, casual, and on-brand.
Gatorade
During big sporting events like the Super Bowl, Gatorade uses Snapchat to give fans insider access and unique perspectives. Their Story coverage stands out from other brands’ social plays. Gatorade also utilizes influencer campaigns on Snapchat. Their custom AR lenses that transform users into athletes are extremely engaging.
Netflix
Netflix promotes its shows and events by leveraging Snapchat’s entertainment-loving audience. They develop lenses and geofilters themed around Stranger Things, for example. Their stories also give sneak previews of upcoming releases. Netflix crafts a fun, pop culture vibe on their account that resonates with Snapchat’s users.
Jimmy Fallon
Jimmy Fallon is a major celebrity presence on Snapchat. His account gives a hilarious behind-the-scenes look at The Tonight Show. He engages followers through Q&As, challenges fans to duet his Snaps, and overall produces fun content that feels different from his late night show.
ESPN
For coverage of big games, sporting events, and more, ESPN’s Snapchat account is a top destination. They use stories to show games from exclusive angles, take fans into the action, and offer athlete interviews. Sports fans get insider content they can’t get anywhere else.
What are best practices for posting content on Snapchat?
Here are some top tips for creating content and developing posting habits on Snapchat as a business:
Post consistently
Posting daily Snaps and Stories will help you build a loyal following on Snapchat and keep fans engaged. Sporadic posting means followers will forget about your account.
Offer exclusives
Snapchat is the perfect platform for exclusive, first-look content like new products, sales, and events. Followers feel special getting early access.
Try new creative formats
Take advantage of Snapchat’s unique formats like the Dual Camera, Poll Stickers, Snap Map integration, and more to create intriguing Snaps.
Use doodles and stickers
Doodles, stickers, emoji, text, and more allow you to enhance your Snaps in a fun, visually engaging way. Don’t just rely on photos/videos.
Link to other platforms
Your website, online shop, Instagram, YouTube, and other social platforms should be linked in your Snapchat profile. Make it easy for Snapchatters to explore your brand elsewhere.
Collaborate often
Partner with relevant creators, influencers, brands, or sponsors to create collaborative content that introduces your brand to new audiences.
Deliver value
Craft Snaps that offer real value, entertainment, exclusives, etc. so followers get something out of engaging with your account. Don’t just broadcast promotional messages.
Promote account at events
Add your Snapchat QR code to event signage or swag to gain more followers from real-world interactions. Getting scans turns event attendees into Snapchat followers.
Analyze performance
Use Snapchat’s analytics to see impressions, reach, interactions, etc. Review what types of content do best and adjust your strategy accordingly.
Can businesses run ads on Snapchat? What options are available?
Yes, Snapchat offers a variety of advertising options for businesses looking to grow their following and promote products/services:
Snap Ads
These are full-screen video or image ads that run within Stories. They can be skipped after 5 seconds. Snap Ads are eye-catching, vertical, and ideal for branding.
Commercials
Just like TV ads, businesses can run longer video commercials on Snapchat in between shows or Stories. Commercials run for up to 3 minutes.
Collection Ads
Designed for ecommerce brands, Collection Ads feature multiple product images that users can swipe through and shop. They drive conversions by showing off product catalogs.
AR Lenses
Sponsored AR Lenses allow users to engage with branded effects, filters, and lenses. Brands can promote products or campaigns through interactive AR experiences.
Filters
Sponsored Filters are location-based graphic overlays themed around a brand. When users take Snaps in certain locations, the brand’s filter will show up as an option.
Shoppable AR
With Shoppable AR, brands can add a “Shop Now” button to Sponsored Lenses that lets users easily purchase featured products right within Snapchat.
What are best practices for running Snapchat ads?
Match ad formats to objectives
Figure out your campaign goals first, then choose ad products that align. Use Snap Ads for brand awareness or Commercials for longer storytelling. Shoppable AR drives direct sales.
Target your audience
Use Snapchat’s detailed targeting tools to ensure your ads are being shown to the right demographics based on age, interests, behaviors, and more.
Design for mobile
With Snapchat’s vertical, full-screen ads, creative should be tailored specifically for mobile devices. Bright, bold images/text and video that pops stands out.
Rotate creative
Switch up your ad content regularly to keep campaigns fresh. Using different videos, images, copy, etc. based on the audience you’re trying to reach will boost performance.
Call to action
Include a strong CTA like “Learn More,” “Shop Now,” or “Install Now” to provide followers with a clear prompt for their next move after engaging with your ad.
Retarget across platforms
Use Pixel tracking to retarget Snapchatters through ads on other platforms like Facebook or Instagram after they’ve engaged with your brand on Snapchat.
Measure ROI
Dig into Snapchat’s analytics to evaluate impressions, reach, engagement rate, conversions, return on ad spend, and other metrics to optimize for success.
Leverage influencers
Having influencers feature your products/services within their own Snapchat content can enhance the credibility and reach of your paid ad campaigns.
What are some common mistakes brands make using Snapchat?
It’s important to avoid these pitfalls when running a business Snapchat account:
Not posting consistently
Sporadic posting leads to poor followings and engagement. Regular, daily content is key, even quick Snaps showing off your office make a difference.
Repurposing content from other platforms
Don’t just take content from Instagram or Facebook and reuse it on Snapchat. Create exclusive Snaps to take advantage of the platform’s unique benefits.
Ignoring call-to-actions
Every Snap presents a chance to guide viewers. Use captions, visual cues, and calls-to-action to direct people to swipe up, visit your website, shop products, etc.
Not monitoring analytics
Review Snapchat Insights regularly to see your best-performing content. Knowing what works will allow you to refine your strategy over time.
Not engaging followers
Ask questions in Stories and Snaps, run polls, encourage submissions, and otherwise interact with your audience. Making followers feel involved leads to better engagement.
Digging into private user data
Respect users’ privacy. While Snapchat provides aggregate analytics, don’t dig into individual follower data or message history in a salesy, creepy way.
Blocking or deleting comments
Don’t immediately delete or hide negative comments or feedback. Block accounts only as a last resort. Engage with criticism professionally and make improvements.
Conclusion
In summary, Snapchat presents tremendous opportunities for businesses to reach new audiences, showcase products, promote events, and engage followers through fun, ephemeral content. While the platform skews young, it’s an exciting marketing channel for brands targeting Gen Z and millennial demographics.
With Snapchat’s popularity booming and new advertising options available, now is the ideal time for businesses to get started on the platform. Just be sure to avoid common mistakes, tailor content specifically for Snapchat, post consistently, and analyze performance data regularly. A thoughtful Snapchat strategy can significantly expand a brand’s reach and connection with younger consumers.