How to Get Your Brand in Front of Millennials with Snapchat
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Go Fish Digital's Daniel Russell gives an in-depth look at how brands and organizations can use Snapchat to get in front of Millennials
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How to Get Your Brand in Front of Millennials with Snapchat
- 1. GET YOUR BRAND IN FRONT OF MILLENIALS WITH SNAPCHAT
- 9. Snapchat Marketing in Google Trends
- 10. Snapchat doesn’t work like thisIS SNAPCHAT A SOCIAL NETWORK? NO
- 11. 1 How Snapchat works YOU TAKE A PHOTO
- 12. 2 How Snapchat works YOU CAN ADD GEOFILTERS
- 13. 3 How Snapchat works YOU CAN DRAW ON IT OR ADD LENSES
- 14. 4 How Snapchat works YOU SEND IT TO A DISCRETE NUMBER OF YOUR FRIENDS
- 18. What sets Snapchat apart • Interactions are not public by default • No pressure to present your ‘best’ self • Don’t have to worry about how your other friends will react • No record of your interaction • Can’t reshare favorite snaps • No social ripple effect • Heavily image focused • Limited word count—messages must be short • No way to share links • No way to find interesting users on the app • Can only add by name, phone number or QR code • No search function
- 20. Summary of Snapchat updates 2013 Oct. 3 Dec. 20 Snapchat lets users create stories, letting users post snaps viewable an unlimited number of times in 24 hours. Snapchat lets you replay 1 snap per day. May 1 Snapchat adds ephemeral text chat and video calling. 2014
- 21. Jun. 17 Dec. 20 Snapchat launches collaborative timelines during special events. Snapchat launches Snapcash. Jan. 27 Sep. 18 Snapchat launches discover, a daily feed with vertical video content from publishing partners like Vice, National Geographic, and Cnn. Snapchat adds facial recognition filters, lets users buy 3 extra replays for $0.99. 2015
- 22. 2016 Jun. 15 Snapchat releases ad-tech program “Snap Partners” with plans to allow advertisers to place promos in between users’ stories. Sep. 13 Snapchat rolls out ad targeting, allowing brands to target users based on their emails and phone data, the type of content they view, and other people who resemble target users. These are new features are called: • Snap Audience Match • Lookalikes • Snapchat Lifestyle Categories
- 23. How Snapchat makes money • Sponsored snaps • Suggesting certain brands to follow • Premium vertical video content supported by ads or subscription How Snapchat could make money • Ads baked into stories • Sponsored filters and geofilters • Sponsored stories • Asking users to pay for premium features (past example: more replays) • Revenue-sharing deals with publishers
- 25. Best practices for marketers on Snapchat • Make your profile public • Distribute your Snapchat QR code on other social media • Post stories when you go to events or do something cool • Say who you are and where you are at the beginning of the story • Take snaps of the cool things you’re seeing • Keep them short (less than 2 minutes) • Be creative! • Draw • Use filters • Keep promotional material (find our ____ on our site!) to a minimum • It’s okay if you don’t post that much
- 26. 5 “don’ts” Non-adjusted, horizontal snaps 8 second default length snaps Long, boring stories (stay away from repetition, under 30 secs) Fan takeovers Posting expecting it will disappear 1 2 3 4 5
- 27. Metrics you should track Views Story completions Number of screenshots Number of snaps in your story Length of snaps/story Time of day and day of week performance 1 2 3 4 5 6
- 28. Case Studies Richard Jefferson Sweetgreen Taco Bell Snapchat 1 3 4 1 2 3 4 2
- 29. Case Study: Richard Jefferson
- 30. rjeff24 • Behind-the-scenes • Partnerships with Tommy Bahama, Nike • Exposure for Cavaliers
- 32. sweetgreen • Behind-the-scenes • Highlights food and customers • Ties into the news cycle
- 33. Case Study: Taco Bell
- 34. tacobell • Cinco de Mayo • Approx. $750,000 • Over 224 million views
- 35. Case Study: Snapchat • Massive backlash • Negative coverage in Time, USA Today, CNN, etc.
- 36. Key takeaways 1. Don’t use the same tactics you use on social media 2. Go behind-the-scenes without being overly personal 3. Consider advertising and whether it’s right for you 4. Make your profile public 5. Stay away from the don’ts 6. Track metrics over time 7. Minimal corporate promotion