Oh Snapchat!

We'll be the first to admit, that we're new to Snapchat. For the most-part, we're over 26 and so are our clients. But, THEIR clients include the younger generation, so we're doing our research. They need to reach their audience with the communication tools that resonate most.

A recent article at INC.com (http://www.inc.com/john-boitnott/why-snapchat-is-becoming-a-valuable-marketing-tool-and-how-to-start.html) lists a series of basic benefits of Snapchat. These included convenience, room for creativity, and the fact that customers enjoy visual messages. The article doesn't touch on the business benefit, which is that millennial audiences are using and engaged with Snapchat. Snapchat is ranked third among social media apps for millennials, after Facebook and Instagram.

Snapchat for engagement

Business Insider asked 24 users between 18 and 26 about their Snapchat habits, and the results are very interesting. (http://www.businessinsider.com/why-millennials-use-snapchat-2015-2) It's amazing how much Snapchat is a part of their daily routine.

5 creative ways that brands are using Snapchat

So, it's the place to be. Now what? In our research, Convince and Convert did a great job with compiling 5 creative ways that brands are using Snapchat. (http://www.convinceandconvert.com/social-media-case-studies/5-creative-ways-brands-are-using-snapchat)

Social Media Exampiner offers another 5, but categorizes them. (http://www.socialmediaexaminer.com/5-ways-to-use-snapchat-for-business)

  • Provide access to live events
  • Deliver private content
  • Offer contests, perks, or promotions
  • Take people behind the curtain
  • Partner with influencers

Those seem like great benefits. Can you think of any others?


So now a deep question and only time will tell. If we as businesses become more involved in Snapchat, will we gain engagement by Millenials OR will they eventually find the next non-commercial platform to communicate among themselves. I think they will engage with brands that can keep it fun and provide something of value to their audience. We should all be cautious of the hard sell, and focus on engagement and subtle branding.

Will audiences leave Snapchat if it becomes too commercial? Maybe … but possibly more so if more features become connected to in-app purchases.