With over 200 million users, Snapchat is becoming a popular platform for businesses to reach their target audience. Yet Snapchat poses some problems to businesses because it is unlike any other social media platform. Read below to find out how Snapchat has changed social media marketing and what changes your business needs to make when using this social media platform.
Snaps are private
Snapchat is social – but only between two people. Users have personal conversations with friends because snaps are private between the sender and the receiver. Unless a user posts a snap to their story, the only people that can receive a snap are those that have it specifically sent to them. This is a whole different dynamic from Facebook or Twitter where posts and comments are open to the public. Successful brands on Snapchat optimize on this atmosphere of a private conversation by making their snaps personal. Friends on Snapchat can preview collections and gain insight into the behind-the-scenes actions of brands. Snapchat allows users to see the everyday lives and moments of those they are friends with.
Stories are told
When it comes to businesses promoting snaps on Snapchat, it is more about the stories that are told rather than creating conversations. As opposed to other social media platforms where millions of people gather together to engage in a conversation, Snapchat is for viewing purposes. In order to be successful with telling a story, businesses must know what their audience is interested in. Maybe your audience wants to see a brainstorming session or what great food you ate at a networking event. Whatever it may be, make sure that your audience is interested in it and there is personality in your posts. Snapchat allows users to be as crazy and fun as they want to be because the snaps only last for a couple seconds.
Attention is given
Given the nature of Snapchat, a user’s undivided attention is given because a snap takes up a whole screen. Within those first couple of seconds that a snap is started, the user is fully focused on that story. While it may seem unsettling that content on Snapchat goes away so quickly, this provides businesses with the opportunity to grab the attention of their audience without any distractions. Other social media platforms are riddled with distracting content making it hard for marketers to receive the full attention of their audience. It is imperative that marketers are able to create attention-grabbing stories, especially within the first couple of seconds of each snap.
Snapchat is a social media platform unlike any other. It is important that marketers understand the differences associated with Snapchat and how to best market to users on this platform. By developing unforgettable stories, brands will develop personal relationships with users on Snapchat.