Snapchat is one of the fastest-growing social networks, with over 60% of active users signing into the app daily – and sometimes up to 22 times per day. Snapchat reaches a highly engaged audience of millennials ages 14-28, which is appealing to marketers trying to reach this coveted target audience. Learn more about Snapchat and the content opportunity for brands in this quick POV from the team at Pace.
Leveraging Snapchat for Content Marketing: A POV from Pace
A POV from Pace
Leveraging Snapchat for Content
Snapchat: The Basics
What is it?
Snapchat is a messaging app for sharing moments. Take a photo
or a video, add a caption or doodle, and send as a snap. Or, add
multiple snaps to your Story to share with one or all friends.
Friends can view snaps for up to 10 seconds, and Stories for up
to 24 hours, and then the information disappears. Currently,
there is no charge to have an account on Snapchat.
Why is it important?
• Snapchat reaches highly engaged 14-28 year old Millennials.
• 50% of Americans age 12-24 have used Snapchat.
• 60% of active users are on the app daily, up to 22x per day.
• Snapchat was used by 29.4% of Apple Inc.'s iPhone users in
the U.S. as of January 2015.
• Snapchat has a large global presence, with a reported half of
all users outside of the U.S.
• The app is only available via mobile, so mobile penetration
among this highly coveted audience is huge.
Sources: Snapchat, Bloomberg
The Content Opportunity for Brands
Engage with Millennials Through Authentic, Relevant Content
• Find new audiences for your content and connect with Millennials
through snaps and Stories.
• Deliver authentic and relevant content that resonates – feature
products, experiences, events, destinations, offers, announcements
Activate Contest & Promotions
• Activate contests in Snapchat, encouraging users to share Snapchat
screenshots, selfies and doodles on other social networks such as
Instagram. Require users to tag your brand and use a defined hashtag.
Source UGC to Integrate Across Social Channels
• Generate UGC by collaborating with Snapchat users and influencers.
• Collect snaps to your Tumblr page for longevity of content.
• Integrate your campaign with other networks, such as Twitter for
increased engagement and response.
• Geofilters for brands is currently in beta. Once opened to all, this will
be an ideal feature for connecting with audiences in specific locations.
The Pitfalls to Avoid
What should brands avoid?
Authentic Content is Key
• Don’t be disingenuous. Millennials are open to marketing from
brands as long as the brand shows that it understands them
and relates to them.
Engage. Don’t Promote.
• Don’t use Snapchat as a channel to blatantly promote your
product or service. Instead, tell a meaningful story.
• Don’t rely on Snapchat to demonstrate a direct ROI. Use the
social network to generate awareness and build brand affinity;
then integrate with other networks for measuring response.
“It’s a real-time
platform for us,
able to do a lot
Sr. Social Media Specialist, Taco Bell
Uses Snapchat for:
Product launch snaps
Short-form video stories
Tracks engagement via hashtags
show off a more
casual side of
Business 2 Community
Uses Snapchat for:
Sequential info on energy/space/tech
Challenges and contests
became the first
brand to buy
Contact usto discuss how Snapchat can fit into
your content program.
Director, Social Media and Content Activation