It may not be Facebook or Instagram, but Snapchat has its rightful place in the marketing arena. This may be especially true when it comes to brands' engagement with millennials. From the app's simplicity and its easy integration with social media browsing to the appeal of its impermanent nature, Snapchat has captured millennials' attention for a number of reasons. That's why marketing to this generation via the app has so much potential. Here are five key ways brands can market to millennials via Snapchat.
Create Customized Geographical Filters
Millennials use geofilters to set their content apart from others. Brands can implement the same strategy to promote products and services, promotions, events, and location. Think of it as a step up from traditional text-based tagging. Geo-filters add more expressive content to snaps, giving viewers immediate access to your brand's activities and current location. Snapchat is the ultimate organic method for users to promote your brand to their followers, and a terrific way for users to become brand advocates within their networks.
Exclusivity is one popular feature of geofilters. When Snapchat users activate location service on their smartphones, the app identifies if the user's location is within the boundaries of the geofilter. If it is, the user can apply exclusive geofilters based on location. As a result, content is more freely shared. Another popular feature is Snapchat's variety of geo-filters for streamlined customization.
Here's where you can personalize brand messages and quickly get them out there to your followers, and to the followers of your brand's followers. There's also the success brands gain through sponsored geofilters. Remember, people trust the opinions and experiences of those they know, which makes word-of-mouth a powerful tool for targeted ads. This is the perfect opportunity to connect your ads to the user experience, which is what Snapchat's geofilters do best.
Taking Advantage of the Geofencing Feature
When you want your followers to be where you are, geofencing does just that. It tells Snapchat where a filter can be used geographically. When drawn right, your geofence gives the right audience access to your brand's filter. When promoting an event, for instance, your filter's exposure depends entirely on your geofence.
Snapchatters snapping within the boundaries of your geofence are more likely to see and use your filter, post the snaps as stories, and expose you to their followers. Opportunities for engagement abound further if a user creates a geofenced story from your location. This will inevitably encourage others to add their stories, and to do so with your filter!
To get the most out of this feature, consider these tips:
● Ensure your filter is a minimum of 20,000 square feet, as 50,000 square feet is where geofencing tops out.
● Avoid excessive use of circular points or shapes with small areas to ensure proper coverage.
● Purchased filters aren't viewable, and an email usually follows once they're approved.
Placing Video Ads in Live Stories
With nearly 200 million daily users viewing about 10 billion videos per day, Snapchat paves the way to connect with millennials on a grand scale. Delight your audience by highlighting activities or events as a day in the life of your brand unfolds. If it's a captive audience you want, implementing video ads in live stories on Snapchat is the place to be.
Your Snapchat ads can either be vertical video ads or full-screen, and last about 10 seconds. These are ideal to drive traffic to your site or to motivate them to watch long-form videos. Entice followers to interact with your brand, and encourage photo shares of the interaction or their use of your products. Promotions or contests are great incentive boosters to get engagement rolling. Say you decide to run a challenge each week for a few months; you can later repost the content in a Snapchat video story when advertising to expand your reach.
What's more, video ads always play with sound. You want your following to pay attention to your brand, right? Why not generate video ads with a great audio track? Your following will not only watch, but also listen intently. There's even the option for users to drag the video upwards to see additional info, like entertaining content or informative articles.
Also, the more your audience can relate to your brand, the better. Talk with your audience, not to them. Tell good stories, because more people are turning to video for stories than ever before. Keep things fresh and share news or customer videos with the latest industry happenings. Be casual, funny, and even a little silly. Snapchat is where brands get to foster endearing relationships with potential customers, so be real. The more you relate, the more you can sell.
Using Longer Videos and Direct CTAs
Snapchat makes it easy to link a snap to long-form media to quickly play when users swipe up. It's a great teaser for use in a 3- to 10-second snap to present a commercial or new trailer. Direct calls to action (CTAs) are strongly encouraged because Snapchat allows viewers to quickly act on ads. This, of course, is a more valuable commodity to marketers when results are key.
When designing your video, take both the orientation and length into account. Why? Well, there's only a small window of time to make an impression. Besides, once the video is played, it disappears forever. Consider one of these two paths: Either create amusing or memorable long-form videos to impress in a limited time span or aggressively drive conversions to encourage viewers to take swift action. Mind you, the action is to invite a "Swipe Up" to follow your CTA.
Using Snap Ads Templates to Create Video Ads
Brands can also take advantage of Snapchat's gallery of templates to create compelling ads. The selection is diverse, and offers several options to dazzle viewers. There's even a wide range of customizations for animations and to have fun using various creative studio and design tools.
Every template shows well, whether on mobile or vertical videos. Campaigns can always be managed manually if ad spend needs to be adjusted throughout campaign duration.
Snapchat can prove to be the right medium for direct response marketing, especially for B2C marketers. To reap the rewards from its popularity, focus on its plethora of attributes to generate brand awareness. Brands simply can't go wrong with Snapchat, and will find it easy to create ads — and a lot of fun, too.