In the ever-evolving landscape of social media, Snapchat has carved out a unique space as a platform for connecting with younger audiences. With over 750 million active users globally, Snapchat is a favourite among millennials and Gen Z, offering businesses an invaluable opportunity to engage with a highly coveted demographic.
Unlike other platforms, Snapchat prioritises ephemeral, visual content that fosters authenticity and immediacy. This makes it a powerful tool for businesses looking to capture attention, build brand awareness, and drive meaningful interactions with younger consumers.
In this article, we’ll explore how Snapchat can be used effectively for business, with actionable strategies to connect with younger audiences and drive growth.
1. Understand the Snapchat Audience
Snapchat’s user base is predominantly younger, with 75% of users aged 13–34. This demographic represents a significant portion of the population with substantial purchasing power and influence.
Key Characteristics of Snapchat Users:
- Tech-Savvy: Comfortable with digital trends and quick to adopt new technology.
- Authenticity-Driven: Value genuine, relatable content over polished advertisements.
- Short Attention Span: Prefer concise, engaging content that gets straight to the point.
Why It Matters: To succeed on Snapchat, businesses must tailor their content and messaging to resonate with this unique audience.
2. Leverage Snapchat Stories
Snapchat Stories allow users to post photos or videos that disappear after 24 hours, creating a sense of urgency and exclusivity. Stories are a perfect medium for businesses to share updates, promote events, or give followers a behind-the-scenes look at their brand.
How to Use Snapchat Stories for Business:
- Showcase New Products: Create sneak peeks or unboxings to generate excitement.
- Share Behind-the-Scenes Content: Offer a glimpse into your team, workspace, or production process.
- Highlight Limited-Time Offers: Use Stories to promote flash sales or time-sensitive discounts.
Pro Tip: Add text overlays, emojis, or filters to make your Stories visually appealing and engaging.
3. Create Personalised Geofilters
Snapchat Geofilters are location-based overlays that users can add to their snaps. Businesses can design custom Geofilters to promote events, stores, or campaigns, creating a fun and interactive way to engage local audiences.
How to Use Geofilters:
- Create branded Geofilters for store openings, product launches, or sponsored events.
- Design Geofilters with eye-catching visuals and minimal text for maximum impact.
- Set a specific location and timeframe to target users effectively.
Pro Tip: Use Snapchat’s On-Demand Geofilters tool to create affordable, custom filters that align with your brand.
4. Engage with Lenses for Immersive Experiences
Snapchat Lenses use augmented reality (AR) to create interactive experiences that users can apply to their snaps. Custom lenses are an innovative way to captivate younger audiences and encourage them to engage with your brand.
Benefits of Snapchat Lenses:
- Fun and shareable, increasing organic reach.
- Offers a unique way to showcase products (e.g., virtual try-ons or branded animations).
- Encourages user-generated content, amplifying your message.
Pro Tip: Collaborate with Snapchat’s Lens Studio to create branded AR filters that align with your campaign goals.
5. Advertise with Snap Ads
Snap Ads are full-screen video ads that appear between user Stories. These ads are short, immersive, and designed to capture attention quickly, making them ideal for younger audiences with shorter attention spans.
Types of Snap Ads:
- Single Image or Video Ads: Short clips or static images with a swipe-up link.
- Story Ads: A series of 3–20 Snap Ads displayed in the Discover section.
- Collection Ads: Showcase multiple products in a shoppable format.
- AR Lenses: Interactive experiences that drive engagement.
Why Use Snap Ads: They allow precise targeting based on age, interests, behaviours, and location, ensuring your message reaches the right audience.
6. Partner with Influencers
Influencer marketing is highly effective on Snapchat, as users are more likely to trust recommendations from relatable figures than traditional ads. Influencers can help amplify your brand’s reach and create authentic connections with their followers.
How to Work with Snapchat Influencers:
- Identify influencers who align with your brand values and appeal to your target audience.
- Collaborate on exclusive content, such as product reviews, tutorials, or behind-the-scenes tours.
- Provide influencers with creative freedom to maintain authenticity.
Pro Tip: Use Snapchat Takeovers, where influencers manage your account for a day to engage their followers and introduce them to your brand.
7. Share Authentic and Relatable Content
Younger audiences on Snapchat value authenticity over polished, overly produced content. Businesses that adopt a casual, relatable tone are more likely to build trust and foster engagement.
Tips for Creating Authentic Content:
- Showcase real people, such as employees or customers, instead of professional models.
- Share unscripted moments, such as behind-the-scenes footage or live updates.
- Use humour and trending language to connect with your audience’s interests.
Pro Tip: Monitor trending topics and memes on Snapchat to stay relevant and relatable.
8. Host Contests and Giveaways
Snapchat contests and giveaways are an excellent way to boost engagement and grow your following. By encouraging users to participate, you can create excitement around your brand and generate valuable user-generated content.
Ideas for Snapchat Contests:
- Ask followers to create a snap featuring your product and tag your brand.
- Host a “Caption This” contest using a fun or quirky image.
- Offer discounts or prizes to users who complete specific actions, such as sharing your Geofilter or tagging friends.
Pro Tip: Use time-sensitive contests to create urgency and drive immediate participation.
9. Use Snapchat Analytics to Refine Your Strategy
Snapchat offers built-in analytics tools to help businesses measure performance and optimise their campaigns. Analysing data is essential for understanding what works and improving your strategy over time.
Key Metrics to Track:
- Views: The number of users who watched your Stories.
- Completion Rate: The percentage of users who watched your entire Story.
- Engagement: Screenshots, swipe-ups, or shares of your content.
- Audience Insights: Demographics, interests, and behaviours of your followers.
Pro Tip: Use insights to identify high-performing content and replicate its success in future campaigns.
10. Build a Community Through Engagement
Engaging directly with your followers helps build a loyal community and fosters meaningful connections. Snapchat offers several features to facilitate direct interaction with your audience.
Ways to Engage with Followers:
- Respond to direct messages promptly.
- Repost user-generated content to showcase customer appreciation.
- Share personalised shoutouts or thank-you messages for loyal followers.
Pro Tip: Use Snapchat’s chat feature to provide instant customer support or answer queries about your products.
11. Promote Limited-Time Offers
Snapchat’s ephemeral nature makes it perfect for promoting limited-time offers, flash sales, or exclusive discounts. The urgency created by disappearing content encourages users to take immediate action.
How to Use Limited-Time Offers:
- Announce exclusive discounts available only for 24 hours.
- Share coupon codes through Stories with a clear call-to-action (e.g., “Swipe up to shop!”).
- Tease upcoming sales to build anticipation.
Pro Tip: Track conversions using unique codes or URLs specific to your Snapchat campaigns.
12. Showcase Your Brand’s Personality
Snapchat is a platform where businesses can let their personality shine. Unlike traditional advertising, Snapchat encourages a more informal, playful approach to content.
Tips for Showcasing Personality:
- Use humour, storytelling, and casual language to connect with younger audiences.
- Incorporate trending memes or challenges into your content.
- Celebrate milestones or company culture with fun, light-hearted snaps.
Pro Tip: Consistently reflect your brand’s values and tone of voice to build a cohesive identity.
Case Studies: Brands Excelling on Snapchat
1. Taco Bell
Taco Bell leverages Snapchat’s creative tools to run engaging campaigns, such as their viral AR lens that turned users’ faces into a taco shell. This campaign reached over 224 million users, highlighting the power of interactive content.
2. Adidas
Adidas uses Snapchat to connect with sports enthusiasts through exclusive behind-the-scenes content, athlete collaborations, and targeted ads. Their campaigns often feature short, visually striking videos that resonate with younger audiences.
3. Sephora
Sephora excels at using Snapchat’s AR lenses for virtual try-ons, allowing users to test products like lipstick or eyeshadow in real time. This innovative approach drives engagement and increases conversions.
Conclusion
Snapchat offers businesses a unique opportunity to engage younger audiences effectively through authentic, creative, and interactive content. By leveraging features like Stories, Geofilters, Lenses, and Snap Ads, you can build brand awareness, foster loyalty, and drive sales.
To succeed on Snapchat, focus on staying authentic, embracing trends, and tailoring your messaging to resonate with the platform’s youthful, tech-savvy audience. Start experimenting with these strategies today, and unlock the potential of Snapchat for your business growth.
