With over 100 million daily active users and 400 million snaps per day, Snapchat is quickly emerging as a serious contender in the social space, especially with the 35 and under crowd.
Business Insider reports that over 77 percent of college students use Snapchat daily, and 58 percent of college students would be likely to purchase a brand's product or service if they received a coupon on Snapchat.
Did somebody say “millennial-friendly”?
As an organizational leader, you’ve undoubtedly noticed the continued fan “frenzy” building around this new app.
What had previously been reviewed as a “fly by the night” social platform, Snapchat’s proven its relevance and is simply put – here to stay.
Turns out Snapchat has many applications that can help today’s organizations connect with millennial consumers. But its unique content features and restrictions leave many marketing professionals asking, “How?”
Here are 5 ways organizations can connect with millennial consumers on Snapchat:
Behind the Scenes
Pulling back the curtain is no longer a pie-in-the-sky strategy reserved for PR pros; it’s a must-do for organizations seeking to remain relevant within the millennial marketplace.
Snapchat allows you to take followers behind the scenes, and explore what your organization has to offer. You can introduce team members, walk them through the production process, and give sneak peeks into daily activities. This type of authentic, behind the scenes content is a great way to engage transparency craving millennials digitally.
If you want to mix it up, rotate control of your Snapchat account among trusted employees. Give them control of it for a one day, just be sure to set up some content guidelines to prevent an unwanted social “Oops!” This adds a great deal of variety that your fans are sure to enjoy.
Recycled, prescheduled social media content is so last year.
Today’s social users want authentic, transparent, and unedited content – all characteristics of live streaming. From Periscope to Twitch to Facebook Live Video, live broadcasting is the total bomb with Gen Y crowd.
Organizations can utilize Snapchat content options to broadcast live events, product launches, trade shows, conferences, and (if you’re really feeling “millennially”) Friday office pranks. By streaming real-time “stories” on Snapchat, you’re providing a different, more authentic view of what’s going on at the event or organization – something that millennials absolutely love.
Click here to learn how the NBA utilized Snapchat during the 2014 All-Star Game.
You can also use Snapchat to provide exclusive content to your audience that they might not receive on other digital platforms. Snapchat users don’t want to see content cross-posted on Facebook, Twitter, Instagram, and the like. They join Snapchat to get the “real scoop” – a different line-up of content – pertaining to their favorite brands.
International fashion leaders, like Rebecca Minkoff and Michael Kors, have used Snapchat to debut their collections to followers before they hit the runway - booyah!
Recent movies, like Zoolander, have even utilized the popular app to provide fans with additional content.
Queue up Influencers
Did you know the majority millennial consumers are considered “immune” to traditional advertisements? That’s right, they simply don’t see and are not moved to action in response to traditional marketing tools like television commercials, product promos, and even “buy our product!” social posts. Instead, today’s marketers must utilize not-so-spammy strategies, such as influencer endorsements, to score big with Gen Y.
Just like with other social channels, influencers on Snapchat can help spread brand awareness and social reach. By partnering with influencers, you can spread awareness to millennials - a demographic that’s hard to reach through traditional media. Cool things about social influencers? They aren’t necessarily “out of reach” (budgetarily) like celebrity endorsements may be. Target market specific social personalities may be just what your brand needs to catch millennials’ eye.
Cash in on Incentives
While the Digital Age and Millennial mindset have greatly changed traditional promotional strategies, there’s one facet of marketing that still holds true: consumers love incentives.
Just like you may have done on other social platforms, social contests and giveaways can be readily utilized on Snapchat (especially if your target market consists of Generation Y). An impressive 58% of college students stated they were more likely to buy from a company if they received a coupon via Snapchat.
You can offer promo codes or discounts to followers who watch your entire Snapchat story, or ask them to take a snap while holding your product, competing for a chance to win X.
About Hannah Becker
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.