As a social media platform that relies on visual content, having high visibility on Snapchat is key for brands and influencers to grow their audience and engagement. With over 280 million daily active users, Snapchat presents a major opportunity to connect with younger demographics. However, the platform’s design makes it challenging to organically increase visibility. Using smart Snapchat marketing tactics along with high-quality, creative content will help your brand stand out in the busy Snapchat ecosystem.
Leverage Snapchat Ads
Running ads on Snapchat is one of the most effective ways to get your content seen by more people. Snapchat provides robust advertising options including Snap Ads, Sponsored Lenses, Filters and AR experiences. Carefully target your ads to reach your ideal audience based on demographics, interests, behaviors and more. Geofilters let you target users by location when they open the app. Optimize your ads with engaging visuals, clear calls-to-action and a strong brand presence. Track performance to double down on what works and eliminate ineffective ads. While ads require a marketing budget, they offer guaranteed visibility at scale.
Partner With Snapchat Influencers and Creators
Influencer marketing has become an indispensable strategy for social media. Over two-thirds of marketers now leverage influencer campaigns. Identifying and partnering with relevant Snapchat influencers and creators allows you to tap into their engaged follower base. Look for influencers in your niche with an audience demographic that matches your targets. Negotiate Snapchat shoutouts, takeovers and other content collaborations. Make sure to thoroughly vet potential partners for authenticity and strong creator-audience engagement. Align on content direction and guidelines. Compensate influencers appropriately for their time and promotional value.
| Influencer | Niche | Followers |
|---|---|---|
| LizzyWozy | Fashion | 280k |
| DaveFoodReviews | Food | 150k |
| CassieTravels | Travel | 200k |
This table shows examples of Snapchat influencers in various niches along with their follower counts that a brand could partner with. Influencers with larger, targeted audiences will offer greater visibility for your campaigns and content.
Cross-Promote with Other Platforms
Amplify your Snapchat presence by promoting it across your other social channels. Add Snapchat buttons, links and usernames to your Instagram, Facebook, Twitter, YouTube and TikTok profiles. Prominently showcase your Snapcode and username in your website and blog headers. Encourage followers on other networks to add you on Snapchat for exclusive content. Share Snapchat-first previews, teasers and trailers to drive traffic to your full Snapchat stories. Run Snapchat-specific social media contests and campaigns to incentivize cross-platform follows. Use Snap Kit to embed your Snapchat presence into 3rd party apps.
Optimize Your Profile
Just like other social platforms, your Snapchat profile serves as the homebase for your presence. Take full advantage by optimizing your profile to attract followers, inform visitors and encourage engagement. Upload an instantly recognizable profile photo using your logo or mascot. Add an “About” bio that clearly explains your brand or niche. Link your website and other social profiles. Stick to a consistent username that matches your handles on other networks. Add Snapchat-exclusive content like stories and lenses to give visitors something unique. Utilize creative features like Bitmojis, custom stickers, verified accounts and more. Update your content frequently to stay fresh in followers’ feeds.
Engage Your Audience
Growing an engaged audience on Snapchat takes consistency and creativity. Post daily content – Snaps, Stories, Lenses – to stay top-of-mind. Respond to Snaps, comments and questions from followers. Leverage Snapchat’s interactive features like polls, AR experiences, filters and more to actively engage your audience. Offer special incentives for users to subscribe, like early access to sales or exclusive content. Collaborate with followers by featuring user-generated content in Stories or Lenses. Host Snapchat takeovers featuring fans and evangelists. Consider splurging on trophies and emojis to reward power users who engage most frequently.
Analyze Performance Insights
Monitoring analytics is key for understanding what content resonates with your Snapchat audience. Review insights like Story views, snaps created and other engagement metrics. See which types of Snaps, Lenses and Stories generate the most eyeballs. Find out which CTAs, captions and images drive the most clicks. Use A/B testing to double down on what’s working. Pay attention to traffic sources and high-performing referrers. Track conversions from Snapchat across your sales funnel. Make data-informed decisions to incrementally improve Snapchat performance.
Join Snapchat Community and Discovery
Getting featured across Snapchat’s various Discovery surfaces and tools can earn you serious visibility. Submit your public Stories to be included in Snapchat’s crowdsourced Our Stories. Use On-Demand Geofilters to get your brand noticed in high-traffic locations. If eligible, submit an official Geofilter for your business, brand or event. Sign up for Snapchat Spotlight challenges to get your content amplified. Leverage Creative Tools for branded AR Lenses and Filters. Pursue a paid partnership for permanent placement in Snapchat Discover channels.
Advertise On and Off Platform
Expand your Snapchat advertising strategy beyond the app itself. Run Snapchat ads through their self-serve Ads Manager as well as via ad agency partners. Sponsor relevant influencers, creators and publishers. Buy Snapchat video and display ads off-platform on sites and apps with overlapping audiences. Promote your Snapchat across streaming TV, social media, in-game ad networks and more. Include your Snapcode and handle on collateral like flyers, posters, product packaging and in-store displays. Pitch your brand for cross-promotional collaborations and co-marketing campaigns.
Snapchat Best Practices
Along with growth strategies, proper Snapchat etiquette and best practices will help you organically build a loyal audience:
- Post daily, quality Snaps at optimal times.
- Use creative tools like Lenses, Filters, Bitmoji, etc.
- Respond to followers via Chat and engage in Stories.
- Tell an episodic Story across multiple Snaps.
- Remain authentic to your brand identity and voice.
- Avoid overly promotional language in your content.
- Respect Snapchat’s design aesthetic and user culture.
By leveraging Snapchat’s unique features and culture while applying proven social media growth tactics, brands can build memorable, visible presences that authentically engage younger audiences.
Frequently Asked Questions
What are the best ways to make my brand more discoverable on Snapchat?
Some top tactics for boosting discoverability include running Snap Ads, partnering with relevant influencers, cross-promoting across your other social channels, optimizing your Snapchat profile, pursuing featured placements in Discover, and advertising your Snapchat handle outside of the platform.
How much time should I dedicate daily to Snapchat as a brand?
Experts recommend spending at least 1-2 hours per day crafting content and engaging with your audience on Snapchat. Focus on Snapchat-first content you can repurpose, and leverage automation tools to make community management efficient.
What type of content performs best on Snapchat?
Authentic, fun content tailored to Snapchat’s youthful audience thrives on the platform. Show behind-the-scenes looks, tell stories across sequences of Snaps, try out Sponsored Lenses, and collaborate with influencers. Take advantage of interactive creative tools.
Is it worth paying Snapchat influencers for promotions?
If you partner with the right influencer whose audience aligns closely with your targets, paying for Snapchat shoutouts and takeovers can offer extremely valuable visibility and engagement. Make sure to evaluate influencer partnerships closely.
How can I turn my Snapchat followers into customers?
Use Snapchat to drive conversions by promoting special offers and discounts, driving traffic to your ecommerce store, and encouraging followers to sign up on your website. Collaborate with influencers to build awareness and brand affinity. Retarget engaged users across channels.
Conclusion
Snapchat presents a tremendous opportunity for brands to intimately engage with Gen Z and Millennial users. While the platform makes it challenging to organically gain visibility, implementing the right mix of paid tactics, savvy content strategy, and influencer partnerships will help your Snapchat presence thrive. Leverage interactive creative tools, target efforts to Snapchat’s youthful audience, and track performance data to incrementally grow your visibility and community.