See article online:
Winning or losing with Snapchat, by
Chris Syme, Owner/Partner, CKSyme Media Group, at
cksyme.com
Syme is a former athletic communications professional, featured presenter at numerous CoSIDA convention and continuing education sessions year-round, and a frequent contributor to CoSIDA.com. Follow Chris on Twitter:
or on her blog/website:
ckyme.com
When little children get a new toy, they are enamored—for about three minutes. Then, it goes in the pile. When social media gets a new channel, we have that same “new toy excitement.” Brave souls jump on the bandwagon and skeptics sit in the wings decrying the need for one more social media channel. If the channel catches on, like
Snapchat has, the rush is on to either keep up with the Joneses or write it off as a waste of time. Neither of which is wrong, by the way.
Truth is, many marketers are already stretched with lack of staff and resources. The choice to add another channel often lacks a solid strategy and that leaves marketers feeling like they are playing darts with a blindfold on. Good content starts with good strategy—period. The choice to jump on Snapchat requires an understanding of how to use the platform. The shininess has worn off the toy. Users are starting to lose interest in brands on Snapchat with bad content. It’s time to take a quick look at what works well on Snapchat and what does not. Here are some basics I have observed.
The Platform
Understand first and foremost that Snapchat is most similar to the dynamics of a text messaging program. It is not Twitter, Facebook, or Instagram and should not be thought of as such. When devising strategy for how to use it, remember that users are expecting you to “message them.” Here are a few of Snapchat’s strengths:
-
The ability to make a deeper connection with an audience by giving exclusive content in a messaging style.
-
The ability to create interaction at a very personal level. Savvy brands are inviting participation.
-
The ability to showcase creativity on the part of sender and receiver with the combination of picture, video, doodling, and storytelling.
-
The ability to use branded individuals to create personalized excitement around an event.
The Audience
There is no question that Snapchat has a younger audience. I have the opportunity to touch base with thousands of student-athletes every year through social media training. In polling those athletes over the last four months, I have found that Snapchat is the number one channel of choice for regular communication with friends, next to text messaging. When asked what channel is the most important for reaching college students for marketing purposes, the overwhelming answer has been Snapchat. Students say that Instagram is also very popular but the lack of interaction there doesn't lend itself to conversations. Most students are on Facebook, but don't go there often and rarely post. It seems to be more of an avenue for keeping up with family and old friends. Twitter's popularity with students I talked to is waning, but still strong. The question you have to ask is if this is a valuable enough audience for you to dedicate the time to developing a strategy there. It's not about slapping pictures up there--it's about having a thoughtful strategy and goals.
Also, Snapchat has some problems to overcome:
-
It is difficult to promote to new users as brands are only searchable by their exact username. This means that brands have to be active in promoting their Snapchat channel on their other social media channels. This cross promotion is a best practice when promoting any of your social media channels, but more important with Snapchat.
-
This audience has a short attention span. They are not going to put up with poor content. (see next section)
-
The young audience is statistically the most prone to wander. They may or may not stay with you. Keep a close eye on your user number percentage to open rates. Using a excel spreadsheet to keep track of content type, open rates, and response snaps will help you see a pattern of what works for your followers.
The Content
I’ve asked brands I think are doing a good job on Snapchat a few basic questions over the past few months: What is your strategy? What kind of content is the most popular? What kind of content gets the least response?
Using that input, I’ve made a short list of best practices:
-
Brands with no strategy are not growing very fast.
-
Brands that use a combination of strategies are having the best results:
-
Using Snapchat for event contests or event campaigns that invite fan to participate, such as “Snapchat Fan of the Game”—asking for snaps from fans at an event. Scavenger hunts, doodling contests, and using the channel for Q&A events.
-
Storytelling is popular, if done well. This is the toughest for people to pull off because it takes some planning (such as storyboarding or shot chart). This tactic can work well for events and new product promotion. If in doubt of your ability, do some research on the art of storytelling and also on how to put a good video together. Stories of behind the scenes events like video shoots work well if they are a mix of video, still, and personal messages from athletes.
-
Messages from individuals (video). Whether it’s musicians, athletes, celebrities, or event-goers, messaging by video is working well. Short videos of coaches or players with messages to fans work well. Selfies from fans enjoying an event.
-
Creativity always works well. Marquette University has a great feed that brings life to an iconic campus statue (fathermarquette). They use both the real statue and replicas in snaps, depending on subject matter.
-
Behind-the-scenes exclusive content or tours, especially if narrated by a recognizable brand face.
-
Real-time exclusive promotions/contests for followers: coupons, giveaways, etc.
With input from brands, I’ve also made a short list of losing content, most of which are specific to sports:
-
Pictures or videos of teams warming up for a game—especially if they are pictures with no faces or a view from so far away that players look like ants.
-
Action shots from games (unless spectacular). Especially avoid anything that is taken from far away.
-
Score updates, pictures of stadiums or fields from the sidelines, pictures of players getting on buses or planes.
-
Any picture that does not have a creative or personal bent. Snapchat isn’t a place to put up impersonal pictures or video. Think of why a fan would want to see this? What’s the personal connection?
-
Content that belongs on other channels. Just remember Snapchat is not Twitter. It’s not a newsfeed, it’s a messaging platform. It is basically a one-on-one platform, unlike Facebook or Instagram.
The decision to go on a specialized platform like Snapchat can deliver more engaged audience groups, or it can bore people to death. Any content, no matter what the channel, has to be grounded in a strategy and produces creative content that matches that strategy, reaches the goals, and keeps the target audience in mind.
For more in-depth information on Snapchat including metrics and strategic help,
download my white paper on advanced Snapchat marketing here.