Is Snapchat a New Advertising Space?

by Emily Retherford

2 min read

Social media marketing is one of the most effective ways to position your product or business in front of a captive audience, in particular millennial and younger consumers. Platforms such as Facebook and Twitter pull in millions of advertising dollars per year from companies looking to leverage their massive user bases for exposure.

However, recent data suggests that the social media behemoths are losing their draw, especially with younger users. Teens and college students are increasingly shunning sites such as Facebook, perhaps to avoid the prying eyes of parents, grandparents, and teachers. Moreover, younger social media users have become jaded by promotional content, and it shows in declining click-through rates.

Consequently, Snapchat has emerged as a viable alternative for companies wanting to use social media marketing to its full potential. Its user base skews younger and more tech-savvy consumers, and the app offers a host of features for advertisers to track campaigns and maximize their efficiency.

Why Snapchat Marketing?

Snapchat marketing offers a host of benefits compared to marketing via Facebook and Twitter. The cost is lower, the user base is younger, and the ads are presented in a way that makes them more likely to resonate with viewers.

Unlike on Facebook or Twitter, where promotional content shows up as sponsored tweets or posts in a user’s feed that he or she can simply scroll right by, Snapchat ads are sandwiched into featured content and play when users are at their most engaged. Make your marketing spots catchy enough, and you can entice users to stick around for the whole ad rather than swiping to get rid of it.

Snapchat offers advertisers some of the best tracking capabilities in the business. You can track how many unique views your ads receive, what percentage of viewers watch them all the way through, and how many people screenshot your snaps to view later.

Engage With Viewers

One reason many users prefer Snapchat is that it feels more intimate and personal compared to Facebook and Twitter, both of which operate more and more as media companies these days than true social networks. Snapchat is structured to allow people to share special moments with people who mean the most to them. As a business owner, you can use the app to engage with your audience on a more personal level than other social media platforms allow.

Potential ideas to engage with your viewers include giving them a peek at how your business operates behind the scenes, or filming funny skits that also educate people about your products and services.

Offer Freebies and Incentives

The more viewers who watch your snaps to completion, the more successful your campaigns. So why not incentivize people to stay tuned? For example, tell viewers up front that the end of your snap features a discount code for 20% off a particular product or service. Alternatively, run contests where people who watch your full snaps can enter to win free goodies.

References & Resources

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