Snapchat marketing is a thing
And you should probably be doing it.
We say probably because studies show over 187 million Snapchat users use the app every day. But, as with most marketing techniques, what’s right for one business may not be right for another.
Let’s check out three Snapchat features that could revolutionize your marketing strategy so you can decide if it’s right for you and your business (but, just so we’re clear, we think it will be).
Snap Ads for Brand Awareness
These are pretty much your basic social media marketing ads. Snap Ads are 10-second videos that are shown between Snapchat stories. When your ads appear, users have the option to swipe up to view your website or whatever web page you choose to send them to.
Snap Ads are also completely customizable, allowing you to get creative while pinpointing your ideal target market. This will help you build your brand with people that actually care about it.
Currently, swipe-up rates for Snap Ads is five times higher than the click-through rates of comparable social media ads (think Instagram ads in stories). Done well, Snap Ads could be getting you five times the business. Just make sure those dudes are targeted to your ideal client.
Geofilters allow you to customize a small graphic that will appear over a Snap in the form of a filter. Snapchatters will then be able to use your filter on the photos they share, giving you a wider audience reach in the process.
Geofilters come in two forms: On-Demand and Sponsored.
Starting at just $5, these are great for location-specific events or promotions. Just set your desired location and any Snapchatters in that area will have access to your geofilter. Snapchat makes it super easy to set these up.
These focus more on the “big picture” perspective. If you’re looking to connect with as many Snapchatters as possible, then sponsored geofilters are the way to go. But they’re expensive.
Your sponsored geofilter will be available nationwide, offering a huge audience reach. For some examples of brands who use sponsored geofilters, check out this article.
Increase Purchase Intent with Sponsored Lenses
Sponsored Lenses are customizable graphics that appear over the face in a photo. Snapchatters can press and hold the screen to wear the lens, and they can even play with prompts such as “raise your eyebrows” and “open your mouth” to activate special animations.
How are these different from filters? Usually lenses change the face or surroundings in some way and are a lot of fun to use in videos as they often move or reflect movements.
Check out number 2 in this article. This was a sponsored lens for Gatorade during Super Bowl 50. The lens painted black bars under Snapchatters’ eyes and showered them with orange Gatorade, and it was basically the only lens you saw people use that entire day.
It may seem silly, but Gatorade raked in the bucks thanks to that lens. According to Snapchat stats, it made over 160 million impressions, and triggered an eight point increase in purchase intent. Getting showered in Gatorade made people want to go buy Gatorade. Mission accomplished.
Should You be Marketing on Snapchat?
Snapchat has some of the most creative and interesting ways to market of any social media site. Plus, people f$*@ing love filters. It’s insane.
Chances are, Snapchat marketing would seriously help your business grow. Just keep in mind that most Snapchatters are millennial age or younger. So, if your business is fashion, restaurants, technology, beauty, health & wellness, or anything similar, this is a gold mine for you. Maybe not so much if you’re in the dentures or hearing aids community. But hey, we wouldn’t judge. It’s all about how creative you are.