When hearing someone talk about Snapchat, one may have some preconceived notions about the social media app. Silly filters, inappropriate photos and more may come to mind. But if you’re writing off Snapchat, you could be writing off an extremely effective (and free) marketing tool.
Could Snapchat be a valuable tool for your business? Let’s take a closer look at the impact the platform can have, using one business’ Snapchat promotion as an example. At the Mid-Atlantic Sports Network (MASN), we have started to take Snapchat seriously. Recently, we executed a contest on our main Snapchat handles – masnOrioles and masnNationals. The purpose was to build followers on Snapchat and Twitter, enhance brand awareness and showcase MASN’s unique and exclusive contests.
For the contest, we set up a Snapchat story, encouraging people to screenshot our story and then tweet it to MASN’s Twitter accounts.
This contest was our first on Snapchat, and it was deemed successful due to an increase in Twitter and Snapchat followers and a huge influx in Twitter impressions.
— Nationals on MASN (@masnNationals) January 5, 2016
Want to win this autographed @simplyaj10 baseball? Add masnOrioles on Snapchat to see how to enter! ⚾️ A photo posted by MASN Orioles (@masnorioles) on
Here are four reasons why Snapchat could impact your business’ social media marketing efforts:
Seriously. While businesses can pay for unique geofilters or channels, having a regular Snapchat account is free advertising. You can promote other social channels or upcoming events, host a live video chat and so much more.
— OLIVIA witherite (@Oliviawitherite) January 4, 2016
It reaches a young demographic. While many young people are moving away from Facebook and other social platforms, they are on Snapchat. According to Business Insider, 45 percent of Snapchat users are between ages 18-24. While we may be missing many young users on other platforms, we can hit them on Snapchat, right on their phones.
It creates a sense of urgency. Snapchat stories have a shelf life of just 24 hours. When we promoted our Snapchat contest on various other platforms (e.g. Twitter), we were certain to create a sense of urgency.
It’s personal and interactive.
With Snapchat, brands can exchange personal messages or pictures with fans and followers. Because brands use Snapchat the exact same way as those with personal accounts, it seems intimate and personal.
By connecting this contest with Twitter, we saw an increase in interaction on multiple social media platforms.
— Nationals on MASN (@masnNationals) January 6, 2016
At MASN, we plan on continuing to use Snapchat to promote our social media accounts, our broadcast and more. Another piece of advice I can give you is to track results! This is so important. Track followers added, screenshots taken, story views and more.
As we continue to increase our Snapchat presence, feel free to follow along by adding masnOrioles and masnNationals.
If you have any questions about Snapchat or social media, feel free to leave a comment below or tweet me @oliviawitherite.