Snapchat is truly a polarizing platform – either you’re obsessed with it or you think it’s useless. And if you’re in the latter group, you just may be too old or out of touch to see its value.
The truth is that Snapchat can help almost any business to achieve its goals, in no small part because of its popularity with millennials and Generation Z. As a marketer, you have to go where your audience is. And that place is on Snapchat.
Unfortunately, because Snapchat has been established for some time, your competition is likely already on Snapchat. How, then, do you stand out amongst the clutter? Enter Snapchat Advertising, the platform’s answer to sponsored posts on Facebook, Instagram, and Twitter. Much like the other social media platforms, businesses can use Snapchat Advertising to promote posts to people that are likely to be interested in that type of content.
However, it’s not quite that simple. The rules of Snapchat aren’t necessarily identical to those employed in other sites, potentially leaving not-so-savvy marketers wondering how to get ahead on this platform. So, then, how can you tell if Snapchat Advertising is right for you?
1) Your Audience Skews Young
It’s almost assumed that anyone advertising on Snapchat is targeting a young demographic. But not every business is a perfect match for Snapchat. After all, millennials might be interested in buying life insurance, but they’re not going to want to hear about it on Snapchat.
The question then becomes, is your brand one that meshes well with Snapchat’s user base and attitude? This platform is known for spontaneity, fun and youthful glee. Does this describe the overall disposition of your marketing? Remember, part of the deal with Snapchat Advertising is that you have to actually have a compelling account for people to follow. Without this key aspect, you’re wasting your time and your money.
If you feel like you’ve got something to offer to Snapchat users, you will benefit from advertising on the platform. But what are you going to say to these prospective consumers when you’re speaking to them?
2) You Can Articulate Your Message Quickly
People always complain about the attention spans of young people, and there’s a reason for that. The Internet is all about finding the next big thing, especially on social media. And the combination of a youthful audience and that perpetual search for something new means that your desired advertising demographic is ready to move on the instant they determine that you’re no longer interesting.
Snapchat Advertising offers video ads that run for ten seconds or less. Have you ever tried to explain what makes your business different in less than ten seconds? It’s harder than it seems. If you’re not ready to capitalize on the opportunity provided to you by Snapchat Advertising, maybe this isn’t the right time to utilize the platform.
On the other hand, if you have something to say and you can say it quickly and effectively, you may have just struck gold. Snapchat users consume 60 percent of ads with their sound on, which means people will truly hear what you have to say. And if it’s something good, you can capitalize by utilizing a feature called sequenced messaging that plays several ten-second ads in a row. This can (and should) be the launching point towards pushing viewers towards a mobile app, a website or just your Snapchat profile, where those viewers can start to follow you.
3) You Can Speak the Language of Youth
There’s more to mastering Snapchat Advertising than simply throwing up any old ten-second ad. The slick, polished ads you see on local TV or before YouTube videos aren’t going to get it done on Snapchat, where the more casual the video is, the better it’ll perform.
That’s one problem that big-name businesses have faced as they’ve attempted to embrace Snapchat. Marketers have to speak to this group differently than they’d speak to any other – specifically, they have to talk with consumers as opposed to talking to them. As a result, any business that attempts to use its boilerplate strategy on Snapchat is met with indifference.
Of course, going the other way and trying too hard to be young and hip can do even more damage. So what’s your move as a prospective Snapchat advertiser? Simply put, if you can truly show you’re part of your target demographic, you’ll have a much bigger chance at success than if you’re clearly faking it. And if you’ve got something substantial to say and you can get your point across in a relatable way, you’ll find Snapchat Advertising to be a lucrative endeavor. If you’re merely checking out Snapchat because your industry newsletters say it’s the happening place to be, don’t even bother trying.
When used correctly, Snapchat Advertising is a cost-effective way to put the eyeballs of potential customers on your products and overall brand message. If you want to maximize your opportunity to reach the coveted younger demographic via Snapchat Advertising, contact us today.