Snapchat is a popular social media platform with over 150 million daily active users, many of whom are millennials and teens. Brands are using Snapchat to engage these audiences by sharing behind-the-scenes content in their Stories. Effective strategies include posting frequently, using geofilters and sponsored lenses, building a following on other social networks first, and creating content that shows the brand's personality. While measurement is limited on Snapchat, brands can see how many views their snaps receive and who exactly is viewing them. It's important for brands to experiment with content on Snapchat to engage younger audiences.

1. nick westergaard | branddrivendigital.com
social spotlight
snapchatHow to Build Your Brand and Engage
Your Audience in Few Short Seconds

2. this is happening
Photo via Flickr user AdamPrzezdziek

3. people love it
Photo via Flickr user Yuko Honda

4. first impressions for many
Photo via Flickr user Tama Leaver

5. Image source: nebraskamovie.com
Thanks snapchat

6. snapchat social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember

7. By the Numbers
1

8. 150 milliondaily active users
Source: Bloomberg

9. daily users are more than half of total users
Source: eMarketer

10. 400 million
users send approximately
snaps per day
Source: Edison Research

11. Producing engaging content
is a persistent challenge
snapchat use is growing rapidly

12. especially among12–24

13. 45%of snapchat’s user base is made up of
millennials — this is higher than their
make-up on other sites
Source: Snapchat

14. it’s also the preferred social site for teens
Source: eMarketer

15. third most popular among college students
Source: eMarketer

16. younger millennials are more likely to use than older
Source: eMarketer

17. Producing engaging content
is a persistent challenge
eating into Facebook activity

18. growing in awareness – ahead of linkedIn!

19. 100%of users are mobile users
Source: Simply Measured

20. 400%
snapchat’s daily video views have increased
over the past year
Source: Bloomberg

21. 6 billionvideos are watched on snapchat each day —
that’s five times as much content as
facebook’s users
Source: Snapchat

22. Millennial females are more likely to use
Source: eMarketer

23. 70%of overall snapchat users are female
Source: Snapchat

24. continued growth projected
Source: eMarketer

25. How Brands Engage
2

27. snapchat vocabulary
‣ Stories — Stitched together content that stays for up to 24 hours
‣ Discover — A more permanent home for brands; professional
“one-to-many” publishing platform — selling content NOT ads

29. none of the usual profile features
‣ NO bio
‣ NO profile pic (can take a basic “ghost pic”)
‣ NO link to your site
‣ NO easy URL to share with potential followers
‣ NO way to show up as suggestions are based on a user’s contacts
‣ NO robust search — Fox Movies isn’t foxmovies

30. anatomy of a profile
Source: MarketingLand.com

31. finding stories
Source: MarketingLand.com

32. what you can do on snapchat
Sneak PeekSpecial Fan Announcement Build Anticipation

33. what consumers are looking for
Source: GlobalWebIndex

34. geofilters

35. strategy matters more than ever

36. strategy matters more than ever

37. amanda lordy, nascar
Don’t do it (Snapchat) just for the sake
of doing it. Do it if you have something
to say.”
“

38. the RIGHTcontent on the right channel at the right time

39. strategic uses
New Orleans Saints
Behind the Scenes
Hubspot
Culture
Gatorade
Sponsorship/Branding
Everlane
Product Previews
General Electric
Branding

40. need a following first

41. building a following: cross-social promos

42. do your research
snapchat tip:
what are other brands doing? what are
your customers doing? Your competitors?
Source: Simply Measured

43. post frequently
snapchat tip:
like all forms of content, if you want a
following set audience expectations
Source: Simply Measured

44. consider ads
snapchat tip:
from geofilters to discover feature —
WARNING the price tag is BIG
Source: Simply Measured

45. 1 million
snapchat ads are viewed up to
times per day
Source: Bloomberg

46. Types of ads
‣ Snap ads
‣ Sponsored geofilters
‣ Sponsored lenses

47. key metrics
‣ Views
‣ Exposure
‣ Lead generation, purchase intent

48. 5x higher
the swipe up rate for snap ads is
than comparable platforms
Source: Snapchat

49. 40%-60%
a single geofilter reaches
of daily snapchatters
Source: Snapchat

50. 20 seconds
on average, users play with sponsored lenses for
Source: Snapchat

51. 9x higher conversion on vertical ads

52. content sharingand brand discovery
best uses for snapchat:

53. Things to Remember
3

54. Time for brands to experiment
Photo via Flickr user wwarby

55. Snapchat measurement
‣ How many people have viewed your snap
‣ Who exactly has viewed a snap
‣ Not much else — No links = no referring traffic

56. don’t forget snap codes

58. his name is “ghostface chillah"

59. fun fact: snapchat acquired bitmoji

60. ‣ Sour Patch Kids @sourpatchsnaps
‣ Everlane @EVERLANE
‣ General Electric @generalelectric
‣ Gatorade — no account but sponsored lens
‣ Warby Parker — @warbyparker
‣ GrubHub — @grubhub
‣ The New York Times — @thenytimes
‣ DJ Khaled — @djkhaled305
‣ Domino’s Pizza UK — @DOMINOS_UK
‣ Hubspot — @hubspotinc
10 brands doing it right on snapchat
Source: Hubspot

62. #UIMKTG
@nickwestergaard

63. nick@WESTERGAARD.COM
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