Sad Truth about Snapchat Marketing
Is it smart to use snapchat marketing for your business?
So recently our agency has started working with more restaurants, helping them maintain an effective social media presence in their communities. Yet, it still amazes us how Snapchat barely registers as a viable platform for some of these businesses, falling somewhere on the list of importance after Facebook, Instagram and Twitter.
We get it, those platforms feel safe with the agreement between marketing and the audience appearing to be more explicit, more traditional. However, in case you didn’t already know, allow us to share some invaluable information with you if you are considering marketing your business on any of these platforms:
“Marketing is always a waste of space, time and money if you don’t deliver interesting and compelling content.” – John Charles Evans
No explicit agreement will ever save you from that, regardless of the platform. This is why we believe some companies have been hesitant to adopt Snapchat. Snapchat is a content platform. It doesn’t offer a lot of wiggle room to market or deliver media in any other fashion than what the 1080 x 1920 format narrowly allows. Which means that the only way to successfully advertise on the platform is to get creative.
Why small business are hesitant about marketing with Snapchat
It appears that it isn’t just our agency struggling to convince business’ of the opportunities afforded by marketing on Snapchat. Snapchat is currently undergoing some UI redesigns as revealed in this article. An attempt to recapture some of the lost market share after Instagram implemented many of Snapchat’s best features into its platform.
They are overhauling the discover tab to show curated content from affiliated creators and news agencies, with some ads peppered throughout. Currently they’re not implementing targeted ads but they plan to add the feature in the future. GenM creative will be keeping a close eye on this new system as it develops. Until then, we’ll be taking a ‘wait and see’ approach.
Why Snapchat’s unique approach works?
Let’s now focus on the thing that Snapchat does completely different from other social media platforms, Geo-filters. A fantastically ingenious way of marketing that has such apparent appeal that people have found a variety of uses for it outside of traditional advertising.
These filters allow a business or events to create a specific filter that can be applied to a snapchat video or image tied to their specific location. This creates an all new tier of engagement that goes beyond just checking in at a location. It puts the power of content creation in the hands of your guest. Now if you’re thinking,
“What person is going to want to share photos of themselves to their friends with your company’s logo plastered on it?”
I’d sadly wonder if you’ve heard a word I said thus far.
Now I don’t blame you for wanting to put your business front in center but think of it in terms of the age old question “Yeah, but what have you done for me lately?” Never, and I mean never, beg your guest to be your selfless promoters. The trick is to create something fun, creative and unique to your establishment that accentuates the qualities of your desired audience (and don’t say your audience is everyone!) You want your guest to promote themselves, you’re just along for the ride. It’s a whole new form of brand association.
How to make Snapchat work for your brand
In the old days brand association meant something like ‘our product is for the hip and progressive cats who love 1950’s Americana Cuisine’. Now your brand association can mean that your product is associated with my friends Jacky, Richard and Joseline. Extrapolate that over hundreds of tight-knit networks of friends and you’ve essentially created the same brand identity, just on a much more personal level.
Essentially this has always been the goal of social media marketing but Snapchat is achieving it in a big way, organically amongst the millennial crowd no less (you know, the generation responsible for killing advertising.) That’s why we find it surprising that we have to sell our clients on the idea of marketing with Snapchat, restaurants especially. Maybe it wouldn’t perform that well for if you’re a lumber liquidator but this thing seems like it was made for restaurants and bars. Perhaps they hold back because the idea of creativity making or breaking the success of a campaign sounds too much like an unknown quantity for some.
Sadly many still believe that consistent posting is the surest way to get your audience to remember your brand. But a compelling memorable campaign is the kind of thing our agency thrives on, it exhilarates us when approaching that challenge and if our opinion ever held value then we would stake it on marketing that delivers memorable content rather than redundancy.