Snapchat is a photo sharing app that launched in September 2011. Images or video can be taken and then sent to another user, then disappearing forever after a set amount of time. (from 1 to 10 seconds)
Snapchat over the years has evolved from just a social media app into a frankly underutilized marketing tool. The possibilities of Snapchat, now, are almost infinite, as with most social media. Branded filters, also called geo filters launched in 2015. This allows a brand to create a “filter,” which is essentially an overlay image that the user can choose to add to his or her picture he or she is sending out on Snapchat to friends. McDonald’s was the first brand to utilize this feature because of its recently trying to gain the attention of the younger generation. It was incredibly successful, with users choosing to add the geo filter to their images. This of course leads to higher sales. Brands can even allow a geographical radius of say, 1000 feet in or around their store where the filter only shows up when in that geographical range. Say for example you’re in a McDonald’s and you’re using Snapchat. You will only be able to access that filter while inside or around the McDonalds. Brands can also pay for featured filters that can appear anywhere while the Snapchat user is using the app. These can be paid for by the brand for 24 hours of unlimited access by Snapchat users. This means the marketing reach can be endless.
Now say that you maybe don’t have or want to spend the money on a geo tag or branded filter. Brands can create their own Snapchat that anyone can follow. Brands can use this to maybe
- Document what’s going on with the brand today
- What’s going on for the future
- What the office culture is like
- Show examples of clothing sold
- Customers having fun in your store
- Pictures of your brand
- Give the account to an employee for a “day in the life” at your office or store
The possibilities are endless. You can use the app to literally document your whole day if you choose to. The best part of this second option? It’s completely free. You don’t have to pay to create a Snapchat and the app is free. Use your existing social media such as Facebook and Twitter to promote your Snapchat to gain followers. Once you’ve gained some followers, you can use Snapchat as another platform to reach your target audience.
Now the question is, why AREN’T you on Snapchat?