Think again: Snapchat has been around for a while now and where previously the user base was dominated by tweens, the user demographics in the US and Australia have changed considerably.
If you’re ignoring Snapchat as ‘just another fad’ or platform to be on, think again. The power of Snapchat is just warming up and as the app launches new advertising features, early adopters have seen huge success with this digital marketing tactic.
Keep reading to find out:
Now that you know who the main users are in Australia. Does this demographic match your target audience?
If the answer is YES, then you need to start your Snapchat marketing NOW.
We need to be where our customers are… and if they are spending unto 30 minutes per day on Snapchat -then your business needs to be on Snapchat too.
Snapchat started in 2011 and really started to take off in 2013. This 3 year old social media platform has grown ever since and the estimated revenue for 2016 is $350 million!
Snapchat describes itself as “Snapchat lets you easily talk with friends, view Live Stories from around the world, and explore news in Discover. Life’s more fun when you live in the moment!”
Basically, Snapchat is a social media platform accessed via the Snapchat App on your smartphone. Users create their own Snapchat account and add friends. They can take photos (mainly selfies) and short videos which they can send directly to a friend, or they can publish on their ‘Story’.
Photos and Videos on ‘My Story’ is viewable for 24 hours, so after that time the photos and videos expire. (Goodness Forbid you’d bore your friends with the same photo for more than 24 hours…)
Photos and videos sent directly to a friend privately last for a nominated amount of time, between 1 -10 seconds before they disappear and both the user and the friend won’t be able to view it again.
The nature of Snapchat is deliberately temporary, so that users keep creating fresh new content to share with their network.
Now thats not the part that has lead to over 2 million Aussies using the app everyday! The fun part of Snapchat is its filters and lenses.
Snapchat continually create new lenses where users can take a photo or video with a lense.
Just look at all the possibilities and fun you can have with snaps…
There are 3 ways businesses can advertise on Snapchat: Snapchat ads, Sponsored Geofilters and Sponsored Lenses.
Here is all you need to know:
Snap Ads offer the best in mobile video ads with the choice to add an interactive element below. Snap Ads always begin with an up to 10-second vertical, full screen video ad that appears in the context of other Snaps. You can also give Snapchatters the choice to swipe up and see more, just like they do elsewhere on Snapchat. Swiping up reveals extended content like a long form video, article, app install ad, or mobile website. The swipe-up rate for Snap Ads is 5x higher than the average click-through rate on comparable platforms
Source: Snapchat Internal Data
Sponsored Geofilters are tiny pieces of art that always make an impression. When Snapchatters in the location(s) of your choice take a Snap, they’ll be able to see your Geofilter and use it to explain where, when, and why they took the Snap. Whether your campaign covers a specific location, a major event, or every mall in America, Geofilters uniquely allow brands to take part in the hundreds of millions of Snaps sent between friends each day on Snapchat. In the US, a single National Sponsored Geofilter typically reaches 40% to 60% of daily Snapchatters.
Source: Snapchat Internal Data
Whether it’s for a house party or wedding, a coffee shop or campus-wide event, Geofilters make it easy for Snapchatters who are there to send your message to friends.
On demand geo filters are a more affordable way for small businesses to start Snapchat marketing. Businesses develop their own branded lens art and submit it to Snapchat for review before they accept it. Costs depend on the duration of your campaign e.g. 1 day / 1 week.
You can set the location where people will have access to your filter – ideal for businesses with a physical location.
A potential customer could walk through your business or in your set location, take a snap and add your branded lens or filter to their image.
Your business could use this to promote an event or brand awareness.
Sponsored Lenses offer a completely new take on brand activation, offering not just an impression, but “play time” — the time Snapchatters spend playing with the interactive ad you’ve created. To activate Lenses, Snapchatters simply press and hold on their faces. Some Lenses include prompts like “raise your eyebrows” to trigger an animation, adding a fun twist to the experience. And when you’re finished playing, it’s easy to send Lenses to a friend or post one to your Story. On average, Snapchatters play with a Sponsored Lens for 20 seconds. Source: Snapchat Internal Data
If you want to reach millennials:
Your Business Must Be On Snapchat
After 7 years working in corporate marketing, Serena founded Galante Group Marketing to help small businesses get found online and attract the right clients. Growing up in small business, Serena knows every dollar needs to be measured and analysed for ROI - and has developed a system for service based businesses to generate consistent high-quality leads online using Marketing Funnels + Facebook.