This document provides a summary of a Snapchat tutorial workshop presented by Evan Garber, a Snapchat expert. The workshop covers an introduction to Garber and why Snapchat is popular, different types of Snapchat content and how brands are using Snapchat. It also reviews Snapchat functionality, how to create stories, measure performance, and provides tips. The key takeaways are to prioritize quality over quantity, provide engaging experiences, and experiment with Snapchat's features.

1. Snapchat: EMGarberSnapchat: EMGarber
WORKSHOP:
A SNAPCHAT TUTORIAL
Evan Garber: Snapchat Creator|Strategist|Expert

2. Snapchat: EMGarber
● About Me
● Why is Snapchat so Hot?
● Types of Content
● How Brands Are Getting Involved
● Snapchat Functionality
● Creating a Story
● Measurement
● Tips & Tricks
WHAT WE’LL COVER

3. Snapchat: EMGarberSnapchat: EMGarber
● Snapchat Creator|Strategist|Expert
● Former engineer turned Snapchatter
● Noticed as one of the first Snapchat
stars to grow organically on the
platform
● Snapchat art, snapchat stories,
ridiculous trick shots, pizza,
interactive games, emoji fun
● Worked w/ brands such as Disney,
General Electric, Nintendo,
McDonald’s, AT&T, Major League
Soccer and more!
ABOUT ME

4. Snapchat: EMGarber
● 1-to-1 and 1-to-many
● Intent-driven action
● Multi-faceted storytelling
● Community-based
discovery
WHY SNAPCHAT?

5. Snapchat: EMGarber
WHY SNAPCHAT?
Minutes per day spent on Snapchat by the
average user
25
Snapchat monthly users over the age of 18
74%
Estimated Snapchat monthly active
users and 100 million daily active
users
200 Million
10 Billion
Video views on Snapchat daily
(7x more views per user than
Facebook, all mobile)
60%
of all Snapchat users contribute
content daily
of U.S. 13 to 34 year-old smartphone users
are Snapchatters
60%

6. Snapchat: EMGarber
TYPES OF SNAPCHAT CONTENT
STORIES
created by friends, brands,
influencers, celebs DISCOVER
created by publishers
(and sometimes brands)
LIVE STORIES
created by Snapchat

7. Snapchat: EMGarber
● Collaborations and takeovers
● Tap into partners, existing social
channels or employees
● Influencer Campaigns
● Polls and Contests
HOW BRANDS ARE GETTING IN

8. Snapchat: EMGarber
Collaborations and Takeovers
● Work with creators that can provide a new
perspective to your brand’s content
● Takeovers can allow a new style of content
to be consumed by your audience
● Keeps your account new and fresh
HOW BRANDS ARE GETTING IN

9. Snapchat: EMGarber
Tap into Partners, Existing Social
Channels or Employees
● Collaborate with partners to create unique
content and access shared audiences
● Use cross platform promotion
● Use resources you already have access to
HOW BRANDS ARE GETTING IN

10. Snapchat: EMGarber
Influencer Campaigns
● Work with influencers that have same interests
as your brand
● Access to a new audience
● Spread a message through a voice an
audience already trusts
HOW BRANDS ARE GETTING IN

11. Snapchat: EMGarber
Polls and Contests
● Create engaging stories with a CTA that will
result in rewards
● Use Snapchat as a unique space to gain
access to promotion codes, coupons, BTS
information
● Use a CTA with select choices (screenshot
favorite) to determine best interests
HOW BRANDS ARE GETTING IN

12. Snapchat: EMGarber
● US Open Tennis gives
artists access to their
Snapchat account
EXAMPLES
● Disney invites Influencers to
the parks for custom
takeovers and stories
● General Electric hosts
Project Garages inspiring
that innovation can come
from anyone, anywhere,
anytime

13. Snapchat: EMGarber
SNAPCHAT FUNCTIONALITY
Take a SnapReceived Snaps Stories Discovery

14. Snapchat: EMGarber
Take a Snap
● This is where you take
a snap (photo/video)
● Tap anywhere on
screen to adjust focus
● Tap Camera to take a
photo
● Hold Camera to take a
video (max 10 seconds)
● Tap & hold on face to
open the Lens feature
SNAPCHAT FUNCTIONALITY
Flash
Camera Orientation
Settings
Received Snaps
Screen
Stories Screen
Take
Picture/Video

15. Snapchat: EMGarber
Received Snaps
● This is where snaps
sent directly to you are
viewed
● To start a Chat, swipe
right on a friend's name
or tap the Chat icon in
the top left corner of
the Feed screen
SNAPCHAT FUNCTIONALITY

16. Snapchat: EMGarber
Chat
● Messaging function of
Snapchat
● Have written
conversations
● Upload photos from
gallery
● Phone calls over wifi
● Take & send photo
● Live video calls
● Send emoijs/clipart
SNAPCHAT FUNCTIONALITY
Options
Text
Box
Upload Photo Live Video
Take
Photo
Phone Call
Emojis/Clipart

17. Snapchat: EMGarber
Stories
● Snaps here are
broadcasted to everyone
● My Story
● My snaps
● Discover
● Brand Snaps
● Live Stories
● Created by Snapchat
● Friend Stories
● Friend snaps
SNAPCHAT FUNCTIONALITY
My Story
Snap Dropdown
Discover
Friend Stories
Live Stories

18. Snapchat: EMGarber
Discover
● Created by brands and
publishers
● Post production content
● Reserved paid space
SNAPCHAT FUNCTIONALITY
Discover Channels

19. Snapchat: EMGarber
Types of Stories
● Live Event: Bring audience on an unscripted adventure
surrounding a live event
● Scripted: Short story form
● Animation: Stop motion, drawing, personifying objects
● Interactive: Games, contests, required CTA
● Hosting: Be the narrator, interview type format
CREATING A STORY

20. Snapchat: EMGarber
Campaign Ideation
● Determine Campaign Goals: Raise awareness, promotional codes, spread a
message, create hype, entertainment, etc.
● Create Strategy: Be sure to use all resources to create a well rounded and
unique campaign
● Choose Story Type: Determine which style best suits the brand’s voice and
approach
● Organize Production and Resources: Itemize every part of campaign to assure
all elements are accounted for
● Story Board: Brainstorm and outline content to assure smooth flow
CREATING A STORY

21. Snapchat: EMGarber
Storyboard
● Create a spreadsheet highlighting all
aspects of story
● Number of snaps
● Picture or video
● Duration of each snap
● Visual description
● Text overlay
● Location of content
● Time to post
● Assign tasks
CREATING A STORY

22. Snapchat: EMGarber
Create a Story
● Storyboard: Brainstorm and outline content to assure smooth flow
● Click Bait: Make closing snap colorful so the story icon is appealing
● Strong Intro Snap/Video: Provide exciting first impression
● Create Body: Create and post body of story
- Use all Snapchat functionality
- Treat audience as if they are with you (use 'we' instead of 'I')
- Create curiosity
- Be engaging
- Change scenery/ camera angles
- Don’t over extend story length (quality > quantity)
CREATING A STORY

23. Snapchat: EMGarber
Visual Style
● Color: Add color to brighten up the snaps (fun and exciting).
Use colors of brand to establish your style
● Text: Use text to enhance a message. Also for users who
have sound off.
● Emojis: Use emojis for creativity or increase the emotion of a
snap
● Illustration: Fun & creative way to improve the Snapchat
feeling of a story
● Filters: Adds visual effects to change the mood of a story
(B&W vs. bright color)
● Camera Position: Change camera position/angle to add
volume
CREATING A STORY

24. Snapchat: EMGarber
MEASUREMENT
The six metrics you should
measure on Snapchat as created
by Delmondo
1. Unique Viewers
2. Total Views
3. Completion Rate
4. Story Completions
5. Screenshots
6. Average Views Per Snap

25. Snapchat: EMGarber
● Quality stories > Quantity of snaps
● Use the features Snapchat gives you to experiment
● Make snaps colorful and fun
● Find a cadence and stick to it
● Don’t set snap durations longer than needed
● Use music/sound effects
● Look at the camera when talking
● Promote your Boo-R code across multiple social platforms
TIPS FOR SUCCESS

26. Snapchat: EMGarber
● Quality stories > Quantity of snaps
● It’s all about providing a fun and engaging experience
● Don’t be afraid to try new things. Use all the functionality and
try to push the limits of the platform
3 KEY TAKEAWAYS

27. Snapchat: EMGarberSnapchat: EMGarber
Thank You!
SnapchatEmgarber@gmail.com
Snapchat: EMGarber
Instagram: EMGarber
Twitter: EmgarberSnaps
Evan Garber: Snapchat Creator|Strategist|Expert