Social media is one of the biggest platforms in the world for advertising products, services, and content. The network list is growing daily, and you can use them to promote your brand. However, there is one BUT. Social media is aging just like people do.
And if earlier Facebook used to rule the world, which later had to give way to Instagram, Snapchat is now taking over the reins. So if you want your business to stay young by being interesting for millennials, use influencer marketing on Snapchat. And this article tells you how to do it in the best way.
What You Need to Know about Snapchat
You may view the story of Snapchat from several angles. First and foremost, from a financial one. The CEO of Snap Inc., Evan Spiegel, is the world’s youngest self-made billionaire. In the early days of Snapchat, in 2013, Mark Zuckerberg personally offered $3 billion in cash for the nonprofit app. Then, in 2016, Spiegel received another offer from Google headquarters: $30 billion for the company.
But dry financial figures don’t explain Snapchat’s success. Instead, the social network’s main benefit is its young and active audience. Back in 2014, the platform had over 100 million monthly users. By 2016, before its IPO, Snapchat had about 150 million daily logins. Amid this growth in popularity, Snapchat launched Discover, a platform where brands could reach their audience by posting Stories on multiple cards.
Soon advertising slots became available in the more popular part of the app, the news feed, where users share videos with their friends. In other words, the social network began to make money from advertising, but it did so more effectively for advertisers than competitors. First of all, thanks to users, teenagers predominantly use Snapchat.
Spiegel’s project is far ahead of the competition in terms of the number of installations among teenagers (12-17 years old): 16.4 million young Americans vs. 12.8 million for Instagram and 11.5 million for Facebook. And then you might ask: if young people spend so much time on Snapchat, how do they manage to write their essays and other college papers?
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If the previous section of this article didn’t convince you that your business needs Snapchat, here are some more statistics. So Snapchat has shown that it can be a great platform to promote your brand and build its personality. But, again, the numbers speak for themselves. According to statistics, Snapchat’s daily active users (DAU) are up 8% yearly. In 2018, there were 188 million DAUs, but that number increased to about 190 million DAUs in 2019.
|Over 3 billion snapshots are created on the platform daily.
|2,100,000 snapshots are created every minute.
|61% of users are women
|It’s available to 53.45% of mobile users.
|76% of users shop online.
|Snapchat’s daily active users are 100 million more than Twitter.
So, it was all about the numbers. However, some other elements help when you’re promoting your brand on social media. Every existing brand is represented on social media platforms like Facebook, Instagram, and Twitter. Standing out in the chaos of all these brands can be difficult. There is still far less competition on Snapchat than on any other platform.
Snapchat is a different platform with a diverse audience. Images here are edited with filters to make them more engaging and fun. These things make the outlet more authentic than any other social networking site. But before joining the win and shooting videos on the platform, you need to know who you’re targeting. So, who exactly is using Snapchat?
???? More than 60% of users are 13- to 14-year-olds.
???? Overall, 71% of Snapchat users are under 25.
From the points above, you can understand that most of the audience on this platform is millennials. If you need more information about how different generations use social media, order research on Trust My Paper and get the paper complied by a professional writer. And in the next section, we’ll talk more about how to win audience attention with the help of bloggers and Influencers.
The Birth of Snapchat Influencer
If you want your marketing campaign to be successful, you must always consider the psychology of influence and the behavioral traits of the current generation. For example, Snapchat users are more selective in their choice of new acquaintances (including brands), and getting their attention is more challenging than lovers of other social networks. Teens prefer to follow the content of their friends and acquaintances, as well as their favorite bloggers and influencers.
That is, you can reach this audience only with the help of opinion leaders and nothing else. The easiest way is to agree with the influencer on advertising your product. For example, bloggers can take pictures of themselves using your product and then share them on Snapchat. But, of course, these pictures should look organic and exciting to users of that mobile app.
Word-of-mouth marketing has continued to be the most reliable form of marketing for years, only changing the format. And now, it’s influencer marketing, considered one of top social media trends in the current year.
But, as you can see, professional marketing campaigns with perfect creatives don’t work as well as famous bloggers or influencers’ opinions on a product. And that’s no surprise because people trust people more than glossy photos. So take it also that the current generation is more comfortable with rough edges, raw media, and simple short messages.
On Motivating Influencers to Collaborate
The brand must share common or similar values to build a relationship with influencers successfully. You must have a common ground, so your collaboration doesn’t look weird. Let’s say an auto blogger promoting moisturizer is dissonant. Or if a gaming influencer who sits in front of a computer 24 hours a day talks about how he liked your sports nutrition is unlikely to earn the audience’s trust.
Naturally, every situation is different, and the niches of the brand and the influencer don’t necessarily have to be 100% the same. However, it would help if you did not forget about common sense. So the excellent solution is to find the proper blogger and trust them to create content about your product on Snapchat because who else knows best what works for the audience on this social network?
It’s often better to leave content creation to the consumers themselves. Also, don’t write off other platforms as well, as these are good ways to complement Snapchat campaigns. For example, you can create audiences for a special Snapchat event, such as an influencer takeover, if a brand already has a strong presence on Instagram, Twitter, or Facebook. It is what’s called omnichannel marketing, the success of which will raise your customer retention rates by 91% compared to competitors who don’t employ similar strategies.
Best Snapchat Influencer Marketing Tips
Connecting with influencers can have a significant impact on your marketing. For example, Audi collaborated with Pretty Little Liars and put the show’s exclusive content on their Snapchat feed. It was beneficial for the show because they got a platform to promote, and it worked great for Audi because they got 115,000 subscribers.
Considering the example above, you might think it’s an improbable pairing. Nevertheless, it suited both parties. Thus, with Snapchat, there’s no need for an influencer to be strictly related to your area of expertise. As mentioned above, every situation is different, so stick to logic in your marketing campaign. And then, you’ll learn some practical tactics you can apply to your work.
1. Negotiate a Social Takeover with an Influencer
Social media takeover is one of the top trends of 2022. This tactic involves a brand outsourcing its social channel to a famous influencer or blogger for some time. You can judge the results of such a decision by the example of Sour Patch Kids, which entrusted its Snapchat account to Logan Paul for five days. During that time, the influencer held pranks with life-sized Sour Patch characters and brought 120,000 new subscribers to the company.
2. Use a Vanity URL for Ad Campaigns
Of course, you still won’t be able to insert clickable links into your posts or your subscribers’ ones. However, there’s a great alternative: creating an easy-to-remember URL. It allows your influencers to create a promotional snapshot and ask subscribers to visit your URL.
Then, if it’s easy to remember, people will quickly type it into a browser with no problem. The Birchbox cosmetic box brand succeeded in doing it. So many people typed “birch.ly/steals” into their search to see the company’s Black Friday and Cyber Monday deals.
3. Use Memories for Content to Remember
Not all data disappears online forever after 24 hours. With Snapchat Memories, users can save photos and videos they like. Then, you can use Memories to compile similar information for reuse on your brand account or your influencers. This feature allows people to search for memories using keywords such as “kittens” or “Christmas.” Snapchat combines all saved memories related to your search and packages them into a new, unique Snapchat story.
4. Create and Share Custom Filters
With Snapchat, you can create “on-demand geofilters.” What are these? You create geofilters for personal and business purposes, such as a marketing campaign. Moreover, Snapchat gives brands even more options for creating branded campaigns through access to community-created augmented reality (AR) filters. The first company to use this feature was Plato, which specializes in mobile games.
They decided to use Snapchat influencers to promote their new game Werewolf. Plato created a custom Snapchat lens in which a realistic 3D werewolf attacked you as you approached an old haunted shack. The company made a series of Snapchat countdowns in which the scary monster growled. On launch day, they launched their lenses and distributed them to a portion of users, motivating them to create their own stories.
5. Find Influencers Who are Fans of Your Brand
Several big brands invited influencers who are fans of their brand behind the scenes and asked them to share their experiences with subscribers. This method’s effectiveness can be seen in the collaboration between Disney and Influencer Mike Platco. The longtime fan gave a tour of the Disney theme park and showed its magic to his audience, which resonated positively.
6. Find the Right Approach for the Blogger
You must understand that influencers love attention and interest in their person more than anything else. In addition, many have a relatively high opinion of themselves and want proper treatment and respect from advertisers. So it’s worth considering these characteristics when building relationships with opinion leaders and treating them like business partners.
7. Don’t Ignore Micro-Influencers
Although micro-influencers are not as popular as millionaire bloggers, collaborating with them can also pay dividends. The fact is that the audience of micro-influencers is relatively narrow and is often defined by a topic area. If that area overlaps with your niche, then there is a high probability that your product advertising will reach precisely those people who are interested in it.
8. Make Bloggers Ambassadors for Your Brand
Now, it’s much more effective than one-time paid publications. In addition, since the cost of influencers’ services is increasing yearly, and the audience has become much more selective and doesn’t respond as actively to advertising as before, it makes sense to enter into a long-term partnership with a particular opinion leader.
How to use Influencer Marketing On Snapchat
If you’re not afraid to experiment with formats for your brand’s presence on social networks, check out Snapchat, which has a larger daily audience than Twitter. Of course, the audience here is much younger than on existing popular platforms – it’s that generation of millennials, but they could be potential customers in the future.
And it would help if you communicated with them through their channels. So try different formats and see how your audience responds to them. Influencer marketing on Snapchat is on the rise, so use the tactics outlined in this article to multiply your subscribers and increase their engagement with your product.