Snapchat is one of the newer options available for social media, but it’s still just as viable for marketing as many of its older cousins. If you have a social media campaign going on Snapchat, there are a few tricks you can use to increase your marketing penetration andconversion optimization for getting your viewers to buy your services or products.
Synchronize with Real-Time Events
Because of the fast and temporary nature of the app, Snapchat lends itself particularly well to events occurring in real-time. It gives a feeling of excitement and immediacy. The app also allows you to run events and promotions in a way that uniquely takes advantage of the nature of the app.
For example, you can have a “500th shopper” event which will work well with Snapchat since it’s a one of a kind in the moment type of situation. You can see an in-depth and live version of an event through Snapchat that often comes across as more authentic than many other social media options, including those that have static video. This is a unique advantage the service has. Smart marketers will take advantage of this to generate positive buzz about their brand.
This will obviously work best in for companies that have physical locations or that often have live events anyway, such as companies connected to the arts like musicians. It will also apply specifically for companies connected to sports teams as well.
However, even companies that largely operate remotely can take advantage of Snapchat by simply setting up their operation in a way that takes advantage of Snapchat’s strengths. You could do a live video event where you’re on the verge of getting to a milestone of viewers on your site, for example. There will always be a way to use Snapchat to your advantage if you’re diligent enough to look for it.
Follower Specific Content
One thing that social media followers tend to really love is being singled out as special. Snapchat is particularly useful in this regard. You can direct messages on Snapchat directly to your audience in a more personal way than many other social media platforms. This can greatly increase excitement and engagement with the event or brand. The videos are here and gone and your audience will be the only ones to experience it for the most part. It makes them feel special and that being at the event or part of whatever marketing situation you’ve devised is an important and unique thing. Few other social media platforms do this particular type of marketing so well.
Try “Behind the Scenes” Approaches
A strength that Snapchat has is that it appeals to those who like candid moments. You can draw back the curtain a bit on what’s happening underneath the top veneer of your business to show people something new. Due to the nature of Snapchat, this can really make more of an impact on people than a regular straightforward video or photo on other social media platforms.
If you’re working on a particular product or service but it’s not done yet, show people a non-critical part of how you’re making it. This can create buzz and a sense of closeness and connectedness that can be hard to create otherwise.
Taking Advantage of Higher Capacity for Content
Other social media marketing platforms can run into fatigue problems as a particular video or content is being disseminated into the same crowd over and over. But because videos and other content vanish instantly on Snapchat, it seems that the consumption rate is higher. Even though the service is far younger than Facebook, it’s already up to 7 billion videos per day, nearly as many as Facebook. That’s no small feat considering how much power Facebook has.
All this is to say that if your audience is tuned into what you’re doing on Snapchat, then they’re interested. They are ready to consume, they won’t be fatigued. Your interaction and conversion rates are probably going to be much better once the audience is there. The viewers aren’t going to be scrolling down through a hundred similar videos like what can happen in Facebook. Since getting your audience to do what you want them to do is the whole point of marketing it’s important not to underestimate this effect.
As a result, you can likely be more ambitious and focus your marketing on larger buys and calls to action than you would be able to otherwise.
The Power of Outsourcing
Since Snapchat is supposed to be a platform for connections that happen on the fly, it’s particularly well-suited for outsourcing a bit more. This means that people won’t be as worried if the leaders of a company don’t handle the whole thing themselves. You can instead have interns or even people from outside of the company do a lot of the connections, all while giving them guidance on what to do exactly, of course.
This can help a campaign feel more natural and off the cuff than it would otherwise. This means that the platform is useful especially in situations where a high degree of trust and authenticity is required between marketer and viewer. If you feel this is a number one priority for your campaign, namely authenticity and a personal connection with your audience, then Snapchat is certainly going to be a strong choice for being the crux of your campaign efforts to promote your brand.
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