To Snapchat or not to Snapchat

Stephen HarveyEmerging Platforms, Snapchat, Social MediaLeave a Comment


An overview of how brands are using Snapchat and whether or not it’s right for your brand.

Snapchat… Yes or No?

Snapchat is being adopted by brands, but is it right for your business?

This channel is a relatively new social media platform that allows users to post messages that are only “alive” for a specified period of time. Usually that time frame is around 24 hours, and it can be adjusted via user settings. This can be a handy attribute for users that don’t necessarily want their content around forever, but… it is a major obstacle for brands wanting their content alive and well out on the Internet.

A trend among social media platforms is telling a story with pictures and video. Snapchat exclusively shares messages through short video clips. This is great for capturing the moment and sharing that experience with friends. Another added feature of this is the ability to add drawings or “doodles” to the video enhancing the message. This is a super cool way of letting others share in the fun and action that a Snapchat user is experiencing.
Now, how do brands capitalize on Snapchat?!? First, the social media channel was launched in September 2011 and has approximately 100 million daily active users (stat via – Snapchat statistics). And, the majority of those people on Snapchat are millenials. These are folks that are tech savvy and between the ages of 18 – 24, and the majority of them (70%+/-) are women.

What does that mean? It means that if a business has products or services that target a female market that is between the ages of 18 – 24, then Snapchat is worth investigating. Essentially knowing what market needs to be attracted is the key to identifying the next social media platform to market a brand or business.

MeUndies, a Los Angeles, California based startup specializing in trendy underwear designed by local celebrity stylists is using Snapchat to promote buzz around the brand. They have taken a personalized Snapping approach with the handle @Jen_meundies. Jen works at MeUndies and posts videos of behind the scenes action with promo shoots and company outings / events.

Another example of a big brand getting onboard with Snapchat is Mercedes Benz USA. This picture was found on the MBUSA Instagram account promoting their new Snapchat channel. MBUSA is using it at live events like their Evolution Tour.

Both companies, MeUndies and Mercedes Benz USA, are targeting a younger demographic in order to promote their brands. So when it is time to evaluate other social media platforms it is important to have exactly identified the audience that needs to be reached.

Please reach out to LTM Digital if you need answers about where to be on the Internet.
Snapchat stats from here.

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