Snapchat is a very niche social network. Because of this, it can be a great tool for some businesses and a waste of time for others. Every business is different. In this article, I’ll walk you through a few indicators of whether Snapchat is a good fit for you.
Does Your Audience Align With The Audience On Snapchat?
Snapchat users are —for the most part— young people. Some users are reaching into their 30’s, but those are a rare outlier. We won’t be considering those here.
Not every young person is using Snapchat though. Narrowing the focus more, their largest demographic is 18-24. That being people in college. And, the majority of their user-base is female. By no means are these statistics absolutes. But, keeping them in mind can help us decide if our own customers are in a similar enough demographic.
If a reasonable amount of your customers are in college, or young women (maybe interested in young women), Snapchat may be a valuable asset to your business. But, having similar audiences isn’t everything. The next thing to consider is:
Does Snapchat Allow You To Share Content Relevant To Your Brand?
As we all know, Snapchat is purely visual. Only pictures and videos. For businesses that are already leveraging visuals in advertising, this is a clear next step. But, if you’re running something like a library or an accounting firm, I have bad news for you…
But, don’t let that stop you. A video of your customers to share with your audience, or a picture of a new product will work for most businesses. The goal here is figuring out whether that content will be effective.
An easy rule when you’re getting started to find effective content for Snapchat: post content related to your customer’s goals. These goals vary from business to business. But, you know your customers and what they like. If you’re having a hard time coming up with visuals related to their goals, you may want to step back and reconsider.
Try to avoid content that does not align with the goals of your audience. The tone at Snapchat is playful and fun, you don’t want to bore your audience. Over time, with a little trial and error, it will become very clear what your audience enjoys.
Once you’ve established this, the next thing to consider is…
Are The Benefits From Snapchat Actually Beneficial To Your Business?
In most cases —essentially all of them— interacting with your audience and potential customers can only do good things for you. Why wouldn’t you want your customers to stop in the middle of their day to think about you?
To utilize the full appeal of Snapchat, your business needs to fit into two categories. Number one: your product or service needs to be immediately gratifying. The more steps involved to get to that gratification, the less effective that impulse is going to be. If that’s the case, your time may be better spent elsewhere. Or: your product or service should be low cost and low commitment.
I know, it seems like an ideal fit, showing off the new cars on your lot. Maybe even showing off the latest house you painted. But, if your goal is to generate sales, your time is better spent elsewhere. Not to say that it’s useless. If you’re looking to build trust through repetitive exposure Snapchat can be a great medium for high cost, high commitment products.
What Sort Of Content Should I Share On Snapchat?
If you’re with me this far down the page, you’re probably thinking that Snapchat will benefit your business. So, what should you be sharing with Snapchat?
Like we covered earlier, your content needs to be related to your customer’s goals. You want to leverage those visuals to show them what they’re missing. Then, you want to give your audience a call to action. Inviting them to get involved helps to remove any barrier to entry.
Here are a few ideas to get you started:
For a restaurant — a picture your food with an inviting caption. “The next one is for you.” Or, if people are there for the atmosphere, a video of everyone having a great time. A clever caption like, “where are you?” will work perfectly here.
For a store — show off your most appealing products. Caption it, “10% off for Snapchat fans.” This is both a great way to invite customers in the door. It also allows you to gauge the effectiveness of Snapchat.
Or, if you’re looking to build trust:
For a car dealership — let everyone see those shiny cars. Tease them a little, “want to take one home?” This will remind your audience that you’re around and build up desire in potential customers.
For a performer — a video showing a peek of your show along with the audience is perfect. A caption that brings attention to everyone having a good time is ideal here.
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