Why Brands Need To Embrace Snapchat
If you’re wondering why you or your brand should use Snapchat, follow the impressions. Snapchat generates 4 billion video views daily. That’s the same amount of views as Facebook. And Snapchat is growing at a much faster rate.
Cosmopolitan is averaging 3 million readers a day on Snapchat Discover, and top stars on Vine have migrated over to Snapchat because that’s where the views are now. Those content creators are averaging 300,000 to 400,000 views per Snapchat Story.
In less than 12 months, Snapchat has gone from cute app to media giant.
Eric Hultgren, Marketing Director at MLive, said, “Brands that don’t get on Snapchat risk being left behind in the conversation economy as Chris Messina coined it. We’ve moved from page views to likes to engagement, but now the game is scaling relationships where invite and message will replace download and buy.”
Snapchat star CyreneQ started using the app in late 2014 to have fun with co-workers as a web designer for Verizon. By the end of 2015, she was able to leave her day job. She now works with brands who pay $10,000 or more per Snapchat Story. With the views she generates, that’s still a bargain.
Brands and agencies bring her in to explain the many nuances of Snapchat.
“Firms and agencies benefit from working with influencers because what better people to explain to brands how it works than people who live, breathe and do social media daily,” said CyreneQ. “Some ways firms can work with influencers is creating panel discussions, doing analytic research on case studies direct from the influencers themselves, and by working closely with what they are learning from their daily involvement with their audience.
Snapchat is different than other forms of social media. It’s hard to discover content. You have to be directed to it. CyreneQ created The 11th Second to work around that and create a central hub. Her site showcases top Snapchatters and allows people to discover new content.
Content strategy also has to be different on Snapchat. You really do have to tell a story. Twitter works well by interjecting quick content into the trending conversation of the moment. The same doesn’t work on Snapchat. Treat Snapchat like you are creating a TV show. Because people have to take the extra step to seek out your content, it has to be consistently good.
CyreneQ posts only twice a week, creating long-form stories with a purpose. Branden Harvey travels the world on random, often hilarious, adventures. He also created the first Snapchat story from inside The White House. DJ Khaled, created the crystallizing moment for Snapchat when he got lost on a jet ski. David Rhodes takes to the streets of Hollywood looking for love and making jokes along the way.
You don’t have to be doing interesting things necessarily but you have to make the things you are doing interesting. Posting the perfect meme or GIF doesn’t work on Snapchat.
Rhodes, who has over 8 million followers on Twitter, is the genius behind many of the top parody accounts on Twitter. Already knowing how to grow a following, he took to Snapchat to branch out as an individual.
“Snapchat provides brands and advertisers with one of the most engaged social platforms as an outlet for advertising opportunities. Since results are based on views and not on followers, companies know exactly what they’re getting from a brand deal on Snapchat,” Rhodes says.
Rhodes adds, “Due to the organic feel and nature of Snapchat, this provides opportunities for brands to utilize influencers to spread their message without the feeling of it being a finely tuned advertisement. Having an influencer do an ‘account takeover’ is a great way to garner new followers and also have a non-corporate and recognizable face in front of the camera.”
In 2016, if your brand has a story tell, it should be a Snapchat Story.
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