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How to turn your business into a Snapperstar!

During the early stages of Snapchat, brands tended to steer away from the image/video messaging service. However, fast-forward to present day and it’s the complete opposite. Why? Well due to many additional features and functionality integrations over the past few years, Snapchat has transformed from a niche social media platform to a more established social media platform catering to both the lucrative millennial and Gen Z demographic and now to brands.

Some of these new features include:

  • Chat – allowing users to text and video other users in real-time;
  • Stories – users are able to post images or videos for everyone to see;
  • Discover – a new way to allow users to explore stories from different editorial teams such as Refinery29 (@Refinery29), BuzzFeed (@BuzzFeed), Cosmopolitan UK (@Cosmopolitan) and more;
  • Geofilters – users and brands can create custom geofilters for different places or events
  • … and my personal favourite, the regular roll out of new filters, lenses and stickers

With the help of these new features and integrations, more and more brands (as well as celebrities) are now using Snapchat and integrating it as part of their digital marketing strategy. This increased activity has seen Snapchat become a leading social media platform and one to consider as part of your marketing mix.

Through our extensive analysis and monitoring of snapchat, we have created the following 4 tip guide on how to turn your business into a Snapperstar!

With the help of these new features and integrations, more and more brands (as well as celebrities) are now using Snapchat and integrating it as part of their digital marketing strategy. This increased activity has seen Snapchat become a leading social media platform and one to consider as part of your marketing mix.

Through our extensive analysis and monitoring of snapchat, we have created the following 4 tip guide on how to turn your business into a Snapperstar!

1. Influencer Takeover

Influencer takeovers is a trending way to collaborate with influencers and to increase exposure on your own account. Typically, influencers which includes bloggers or any individual that has a large social presence will announce on their own personal Snapchat that they will be taking over a brands snapchat account in a lead up to an event or a campaign.

A good example of a brand utilising this method is the SK-II (@skiiofficial) influencer take-over for the #changedestiny forum for global ambassador and Academy Award nominee, Cate Blanchett and special guest, Michelle Phan (@hellodreamer) (source: PR Newswire). Beauty bloggers such as Jenn Im (@jennimsnaps) and That’s Heart (@heart.defensor) were recruited to take over SK-II’s snapchat account to provide live updates and insides to the forum.

This particular method provides authentic storytelling content and drives brand awareness. It also allows brands to tap into an influencers audience base providing an opportunity for brands to convert the influencers fans and followers to their own brand.

2. Engage with your audience

With its soaring popularity, Snapchat has recently been crowned as a leading contender in the engagement department (souce: Business Insider, 2016). Brands such as Domino’s UK (@dominos_uk) set the scene at the start of this year with their creatively engaging campaign ‘Dough to Door’. Created by Iris Worldwide, Dominos UK launched a low-budget 24-hour campaign showcasing a mini-movie which follows the very complicated journey of a delivery driver in delivery a pizza.

Throughout the mini-movie, a sequence of random letters were shown to reveal an exclusive discount code. As a result of this campaign the Pizza franchise saw a major increase in orders. Additionally, the cleverly crafted ‘Dough to Door’ campaign inspired a large amount of other brands to adopt a similar approach.

3. Behind the scenes

With the recent integration of features and functions such as the new chat feature, brands especially those in the fashion and cosmetic industry are able to provide followers exclusive behind-the-scenes content. This includes interviews with brand aligned influencers or celebrities, preview of new products or collections, an insight into a particular event or campaign or even showcasing the culture of a brand.

Nars or famously known as @NARSissist on their various social media handles, is a perfect example of a brand that fully utilise Snapchat to bring its users an exclusive behind-the-scene insight to its new collection. Nars announced on their various social media platforms that they will be releasing a preview of its upcoming Guy Bourdin colour cosmetics collection. Only users following their Snapchat and viewing the snaps between a certain period of time were able to preview the collection until the snap disappears. This buzz around a new product launch was according to Nars a huge success in the lead up of the launch date.

4. Sponsored Lenses

Although sponsored lenses have a hefty price tag (which is justifiable as it takes quite a long time to develop and to get it right… think $100k+) attached to the premium ad format, it generates a high return on investment which is why brands love them. ‘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’ 

Users in a way are also naturally becoming brand ambassadors, especially when they send videos or images to their friends with the sponsored lens which in effect generates authentic brand awareness for the brand. However, although it provides brands the luxury of authentic brand ambassadors and as a result brand awareness, Snapchat is limited on providing hard metrics on the performance of these features. But this has not stopped major brands such as McDonalds Australia (@maccas), Rio Olympics 2016 (@rio216), Taco Bell (@tacobell) and so on to jump on the bandwagon and utilise the sponsored lens feature.