Snapchat is yet another great way to ensure your business is ‘in tune’ with your target market. The use of it can allow you to go to them and allow them to see your content in a way that suits them. Not the other way round. One of the main benefits of social media is being able to go to the customer. It’s much easier to showcase your business to someone in an environment they’re comfortable with and an environment where they don’t have to do anything to see your content. People will be checking their social media platforms and be active on them with or without your brand’s’ presence, this means that by building a presence and coming to them, you make life easier for them. It takes the consumer less time to look at your social than it does for them to look at your website… you get the gist.
We thought it’d be a good idea to show you how brands are using snapchat as opposed to just telling you so here we go… 5 brands that are using Snapchat, enjoy!
McDonald’s, one of the biggest if not THE biggest fast food chain on the planet, have embraced Snapchat and clearly understand its value. They’ve been using the platform to broadcast behind the scenes footage and give their customers an insight in to life behind closed doors. No, when we say behind the scenes, we are not referring to pictures of them cooking their cheeseburgers and frying their chips. They’ve used it to post pictures and videos of well known celebrities and behind the scene snaps of their adverts being filmed using the ‘stories’ function of Snapchat. Snapchat allows you to show an image for 10 seconds. Ironically the same amount of time that it takes me to inhale a McDonald’s meal.
MTV used Snapchat to promote the new series of Geordie Shore (The British version of the US hit Jersey Shore). They, like most of the large brands on Snapchat, used the ‘stories’ function to post pictures of the cast before the show premiered & remind their audience to tune in. Geordie Shore makes me sad. I hope it ends soon.
Heineken went one step further than most other brands, they used Snapchat to make one on one interactions with their customers and rewarded them with exclusive content. They launched a competition, exclusive to their Snapchat, called ‘SnapWho?’. People who correctly guessed the artist were given early confirmation of an act scheduled for the Heineken House stage. This made the brand more personable and rewarded customers for their interaction. A great way to generate positive conversations about your brand and remind people how tasty your beer is! How many times have we received a text message from a friend suggesting a beer which awakens the thirst?
The fact that Michael Kors is popular amongst young girls is well documented and makes Snapchat a perfect place for them to be marketing their brand. Snapchat’s main age demographic is between 13 & 23. This makes Snapchat the perfect place for Michael Kors to be interacting with their fan base, that is exactly what they’ve done. MK have already accumulated over 25 million followers across multiple platforms so it was no surprise that their Snapchatting was a hit. Yes, numbers are great, but with a large audience comes a large amount of pressure for them to succeed. They did exactly that. They executed the launch of their snapchat excellently, right down to the timing. They announced their account just hours after their London fashion week show, meaning they capitalised on the conversations surrounding their brands and translated them into numbers. They then posted behind the scenes shots of the fashion show and made users feel like they were getting an exclusive insight in to the world of Michael Kors. An excellent example of a brand recognising their target market, what platform their target market are most active on and capitalising on it.
GrubHub used the story feature to post a series of tasty photos that act as a trail, leading to promo codes for their online takeaway service. Making this exclusive to Snapchat allows the brand to do two things. They are able to monitor how successful their marketing is on Snapchat and incentivise customers/potential customers to add them on Snapchat so they can access exclusive promo codes. Not only are the promo codes encouraging people to interact with them via Snapchat, it incentivises customers to purchase from them too. Snapchat removes your ‘story’ every 24 hours, this means users would be aware that the promo code would only last a certain amount of time, an excellent strategy when looking to increase sales over a short period of time.
Rewarding customers for interacting positively with your brand seems to be the common feature throughout. Whether it be financially, with exclusive content or by giving them an insight in to your business. Snapchat is proving to be a dark horse in the world of digital marketing and the brands we have listed are proving that it can be very effective when used properly. Depending on your target market, Snapchat could be a hugely beneficial platform for your brand.
If you fancy a chat about all things digital or you want some tips & tricks, throw me a mail on firstname.lastname@example.org.
I wrote this for my old company, CHC Digital.