When Jordana Borensztajn isn’t blogging about Snapchat, she’s busy performing comedy, indulging in her social media addiction, and using her social media skills to help others.
When designer labels unveil limited editions, or companies offer special sales packs, demand and interest jumps. That’s the nature of… good marketing, really.
Now take that idea, and apply it to Snapchat – a social network that allows users to send video and picture messages that live for 10 seconds or less before they disappear entirely (well, not entirely, but shhh). In fact, the network’s latest feature, Snapchat Stories, combines a collection of Snaps to form a narrative that can be accessed multiple times, and lives for 24 hours.
Yes, Snapchat’s popular among a young demo (we hear it peaks among 13 to 24-year-olds). And yes, it’s also true Snapchat’s garnered a reputation for being edgy, sexy, and playful – but none of that should rule it out as a marketing tool.
Last week we shared a step-by-step outline of the best way for brands to set up Snapchat accounts. Now we’ll get into the fun stuff. Because if brands are willing to get creative and view Snapchat as another platform to reach a new audience, it could lead to some really cool, creative, and exciting marketing opportunities.
How? Brand strategist Scott Taigo says: “A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.”
Due to the limited timing of traditional Snaps, each video or picture message demands the undivided attention of the person accessing it. In an era of multi-tasking, constant tweeting and endless online chatter, getting undivided attention – even for a few seconds – is no mean feat. So that’s behaviour ticked off.
And when it comes to commitment… Snaps are read, and received, on smart phones. So while sending messages can take place from one (brand) to many (customers), receiving them is very much a personal and private experience. And with this exclusivity, comes the ability to develop a deeper brand-customer connection.
When I open Snapchat messages I have 10, 9, 8, 7, 6, 5, 4, 3, 2, 1 seconds to absorb the message before… Boom, it’s gone forever. If the Snap is funny, touching, outrageous, shocking, amazing, or enticing it becomes instantly memorable and the first thing that comes to mind is ‘Gosh, I wish I had a screen shot!’
If a brand can send a Snap that teases a product, previews a campaign, or offers any kind of exclusive or exciting content, it’s going to have an impact. It’s going to be memorable. While Snapchat’s reach and engagement can’t be measured through likes, shares and retweets, if you send a snappy Snap, chances are, users will send you one right back.
Most brands aspire to truly ‘know their customers’. If you do this right, who knows what Snaps you could inspire in return. Be careful what you wish for though… You might get more than you bargained for.
**Disclaimer: Thinktank Social does not encourage the sending of any sex-related snaps.