In today’s dynamic environment, we as consumers play victim to ‘information overload’. With the amount of information we are exposed to online, we choose what we want to see and ignore what we don’t. With this in mind, consumer’s social media habits have strayed away from written content and have moved towards visual material. Rising from this trend, are new social platforms that have created business opportunities to communicate to consumers in a cost effective yet efficient way. One social platform in particular that I’ll admit, am an avid user myself is Snapchat, making me one of 100 million monthly active users.
For those who don’t know what Snapchat is (not sure how you can’t though), it is a smartphone application that allows users to send photo or video messages to others, that will automatically be deleted once viewed. From its roots as being an app to showcase candid photos and videos, Snapchat has now become a playing field for marketers who want to reach their audience through creative visual-centric content.
I would say that any new application in today’s marketplace can be used as a business tool (you have to be where your customers are!) and social video marketing platforms such as Snapchat is just one example to have been born from this new trend. The big benefit that I can see with the use of social video marketing is how it is cost effective and production costs of marketing content will fall significantly. Apps like these can dramatically increase the opportunity for businesses on a limited budget to reach new consumers. But how do you build brand awareness on a medium that creates temporary visual content? Here are just a few tips on how to achieve that.
Understanding your audience
Plenty of American celebrities have begun to use Snapchat, why? Because they know that’s where their fans are. If you know your customers use Snapchat, it’s an opportunity to showcase your brand message to them. When creating content, try to embrace the practice of Snapchat which encourages casual communication. This can be achieved through either using language that is fun and easy going, or using the drawing function and filters when editing your posts. By adopting the nature of Snapchat, you are making your brand seem more friendly and approachable.
Start making videos
Focus on creating video content that engages with consumers, such as through authenticity or humour. If your audiences want to see sneak peeks into the lives of the business such as office culture, Snapchat captures these moments and these exciting updates from day-to-day activities engages with them on a deeper level, past the likes of merely promoting a product to them.
Use the time limit
10 seconds may not seem like a lot, but use it to all its potential. Always offer something different to your followers in each post, such as teasers of upcoming products or behind the scenes action. Many American brands such as Taco Bell have adopted using Snapchat to run contests, which is effective in keeping your audience engaged.
Show your audience who you are
Just like all social media, Snapchat gives you a chance to show who you are, giving people a better idea of what your business is and what you have to offer. You should be aiming towards adding personality to each photo or video because it helps your audience connect to your brand. Businesses can use this app to show off more than just promotional content, and by doing so demonstrates to your audience that you’re more than a business entity…you actually have character.
In all, maintaining a consistent and engaging online presence on social media is expected in today’s context and sure, you could continue using Facebook and Twitter to communicate your brand message but Snapchat is growing and I suggest to be an early adopter for Australian businesses to enter a domain with a new audience that you once never had access to.
So what are you waiting for? Get Snapping!