Should Your Company Be On Snapchat?


Since Snapchat was created in 2011, it has steadily gained popularity especially among teenagers. According to a research study done by firm Piper Jaffray, which polled 6,500 teens in the U.S., Snapchat has recently become the most important form of social media. In the study done last fall, only 19% of the teenagers surveyed said that Snapchat was the most important social network, but in this spring’s study that statistic jumped to 28%. According to Snapchat, 60% of smartphone users in the U.S. between ages 13-34 use the app. This age group is a large target market for many businesses. So is Snapchat right for your company?

Since Snapchat has become so popular, many businesses have caught on to the trends and have been updating their fans and followers via the app. When deciding whether or not to join Snapchat, there are a few questions that your company needs to answer. If you answer yes to these questions, your company could benefit from using Snapchat in a few different ways.

Question 1: Are people interested in seeing what you do behind the scenes?

One of the reasons that Snapchat continues to gain popularity is because it gives viewers an inside look into places and situations that they would not see otherwise. In addition to sending out pictures to friends, users are able to post public Snapchat stories for anyone to see. As more and more companies and celebrities join Snapchat, people feel more personally connected because they’re getting a glimpse into their daily lives. If your company already has a large following on other social media and people seem like they want to know more, Snapchat could be the best way to approach this.

Question 2: Does your company participate in any large scale events?

Another amazing feature on Snapchat is the ability to see live stories. These are events that Snapchat features on all users’ pages. Some events that have been featured are award shows like The Grammy’s and The Oscars, sporting events like The X Games, music festivals like Coachella, and even fashion shows and after parties from New York Fashion Week. People who are at these events are able submit to the live stories and then Snapchat compiles the best submissions and puts them up for the world to see. If your company attends one of these events, you can submit to the live story or just post it on your own story for your followers to feel like they are there with you. If your company hosts large events like this, you can contact Snapchat about setting up a live story and having attendees submit Snapchats for the rest of the world to feel included.

Question 3: Does your company offer any contests or promotions?

If your company is already offering things like this, they can also be offered to your Snapchat followers. For example, let’s say that your company offers a special deal to those who subscribe to your email newsletter. You could offer that same deal to your Snapchat followers by posting a promotional code on your Snapchat story. Your company could also hold a contest where your Snapchat followers submit the most creative way of posing with or using your product and you could offer a special prize for the winner.

If you answered yes to any of these questions, your company should definitely be on Snapchat. Snapchat is an innovative way to appeal to your market in real time. It’s a great way to keep your followers entertained and have them looking out for more.

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Aigner / Prensky Marketing Group - 2014.

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