Snapchat: A Relevant Tool for Brands
Using Snapchat for Business we’ve been talking about Snapchat more and more, I wanted to explore the topic. We tend to think that only young people use this app. Wrong. media and companies are also getting on board. Clarisse Gratecap, founder of Snapologie, made it a high profile conference during BlendWebmix. Focus on the little yellow ghost and its professional use. (this article was updated on 9/29/19 and now includes his podcast link at the bottom of the article).
What is Snapchat?
Snapchat: is the application to share free photos and videos.
A feature of this application is the availability of a time limit for viewing media sent to recipients. Each photo or video sent can only be visible to its recipient for a period of time ranging from one to ten seconds, and more recently to infinity. This app allows you to send messages with images or videos that “self-destruct after 1”. from seconds to infinite time (the duration is chosen by the sender), in particular selfies. 350 million photos are shared around the world every day2:. The App also allows users to create a Story (“Story”). It is a combination of several photos/videos. A “story” can be viewed as many times as the user wants, but each story item has a lifetime of 24 hours (source: Wikipedia).
In France, Snapchat has 10 million active users, which represents 30% of French internet users who are registered there (and 16% who use it daily).
photo exchange.. But not only
But the tool is not just for sharing photos. Snapchat is a social network like Facebook, twitter, Instagram… But it works differently.
- Community animation We need to find a new way to engage because now the normal “tag a friend” is not possible on Snapchat.
- Metrics In terms of statistics, the only numbers given by Snapchat are the number of views and screenshots. The only way to appreciate the dedication of his friends is to encourage them to take a screenshot (take a screenshot).
- Use In a network like Instagram or Facebook, we try to show ourselves, show a good image of ourselves, our brand, our products.
Using Snapchat in business means giving a dynamic, voluntary and digital image.
All companies can go to Snapchat, but “they have to find their tone, it doesn’t have to involve using funny lenses, you can be serious, you just have to know the features well and integrate them into your stories.”
The tool is more easily provided to a B2C target. In general, when you use Snapachat, you already master all other social networks. And this is important, because they are not used at all in the same way.
Contrary to popular belief, the most users are in the 18-34 age group
Why use Snapchat for business?
There are many benefits to using Snapchat for business. This allows
- Reach specific audiences
- Promote your business growth
- Get specific results and optimize your campaigns
- In terms of image.
- To be a pioneer
- try new things
- And finally, because it’s a brand, a very digital tool.
It is possible, for example, to carry out one-time operations with large tenders.
- Ibis experimented with it a year ago. They have launched a digital and innovation competition Sleepathlon. The goal was to photograph them pretending to sleep in unexpected places. Duration of the competition: 12 hours, from 10 am to 10 pm. 12 photos in 12 hours to win hotel nights. The brand launched its Snapchat account with this campaign, with real success.
- 850,000 views and 3 million impressions, while engagement nearly tripled. source cm diary.
- At an event like BlendWebMix, Snapchat is an opportunity to investigate the murder of a robot (Stand Hoomano). Finding tracks, sharing them makes the survey and the tool a lot of fun.
Many other brands have made big moves: Chopart, Adidas, Nescafé, NRJ. For more information, I invite you to read the excellent conference abstract. Snapchat’s Secret Recipe for Brands
Upstream.
Define it Strategy and goal. They include:
- tone you want to use
- a goal to achieve that will drive you forward.
- Provide an editorial line as well as an editorial calendar.
Then go into practice.
- Create an account
- Promote it. announce you’re on Snapchat from other social networks to build a community.
- Animate the account by posting images, videos with short text.
- Create engaging content. The KPI (performance indicator) is Screenshopt. You should have something fun, fun, and don’t hesitate to experiment.
ns:pologie offers a universe dedicated to Snapchat, multiplying the experience and training directly from the tool. If you already know the capabilities of the tool, here is something to go further.
“Know Snapchat’s Features Well to Master Them”
A successful Social Media strategy on Snapchat starts with integrating the code and usage of this social network. Snapchat includes many unique features that you should know for optimal use.
Snapologie offers workshops to optimize your use of Snapchat. More for people who are already using the tool.
These workshops aim to immerse you in the world of Snapchat, taking an exhaustive tour of its features and showing examples of how brands are using them, be it in their account animation every day or for more complex activities or contests.
to find conference summary A replay of the conference is available on the Snapologie website on the BlendWebMix YouTube channel