I recently had the chance to interview Kelsey Jones, managing editor of Search Engine Journal and author of The Complete Guide to Snapchat Marketing, which is now available on Amazon. Snapchat marketing is a relatively new concept, but when companies are ahead of the curve, it allows them to get in at the ground floor and experience successful campaigns.
Kelsey offered some of her best tips that can help start your Snapchat marketing off on the right foot.
Make it Casual.
The entire point of Snapchat is that it is temporary and allows users to tell the stories of their daily lives through temporary photos. Professionally designed graphics may make a splash on Pinterest or Instagram, but when it comes to Snapchat, the cruder the better. This makes users feel like there are seeing something more intimate, which increases positive brand sentiment.
Bad Artwork is Funnier.
Going further into the above, the cheesier, the better. Draw on your CEO during a meeting (if he or she approves). Ask your recipients if they like the office dog’s new top hat and monocle that you drew on them while they were yawning. Because timing is everything when it comes to Snapchat, the quirkier and snarkier, the better. This may mean you need to go beyond the marketing and social media departments to find a Snapchat extraordinaire that specializes in “snapsterpieces” that will make your audience laugh.
Offer Personalized Responses When You Can.
If your business Snapchat account gets personalized snaps of users using your services, products, or looking for a way to connect, snap them back whenever you can (this is similar to Twitter). This humanizes your brand and lets users know you care about what they have to share and say.
Contests Can Create Engagement.
As outlined in Kelsey’s book, many brands have had real success with Snapchat contests. Promote the contest on your other social media channels and play into fleeting moments of Snapchat with a “the first 50 who send us a snap of….” Or make the contest around a current event, like a sporting event in your area. This connects your brand with other social media channels, while also being relevant to what’s going on in the moment.
Take Advantage of the Temporary.
Those fleeting moments have been key to Snapchat’s success, and they should also be part of your marketing campaigns. Create snaps that only show a piece of a new product or leave messaging vague (but understandable), like Taco Bell with the burrito they were bringing back for a limited time. This makes users curious, keeping your company top of mind.
Video Makes it More Exciting.
If there is something more enticing than pieces of an entire product shown through a snap photo, it is one to ten second video of a new product, an event, or even daily office quirks. Video makes users feel like they are there, experiencing the moment with you. Take advantage of this by sharing video that is funny, personal, and heartwarming.
Snapchat isn’t just for teens anymore. It is a real social media platform that has serious staying power. Consider Snapchat for your upcoming launches or events (or contests) and see if you can gain traction with it!
And you can get Kelsey’s book, The Complete Guide to Snapchat Marketing, or follow her on Twitter.
Main image credit: Viralheat
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