Snapchat Shows – How Snapchat Discover is Transforming Social Media

Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video

Snapchat’s Discover section is unique. For the unfamiliar, Discover is made up of daily content produced by professional publishers (think CNN, ESPN, NatGeo, People, New York Times, etc.), exclusive to Snapchat. The content, just likes Snaps themselves, is only available for 24 hours. But Snap, Inc. has a bigger vision for Discover: Snapchat Shows.

Before we dive in to Snapchat Shows, think about the video content you consume on mobile. Twitter is full of GIFs, Instagram is full of memes, Facebook is full of “viral” or political content, YouTube is full of garbage. Yes, you can find great video content on all of these platforms. But Snapchat is aiming to be the premiere hub for mobile video, and their approach is truly a unique one.

planet earth 2 snapchat show

Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.

As of now, there are twelve Shows on Snapchat or in development for Snapchat:

  • The Bachelor: Watch Party – A weekly show on Tuesdays that recaps The Bachelor episode from the previous night – by ABC
  • The Rundown from E!
  • Game Day – A weekly show on Saturdays during college football season – by ESPN
  • The Voice – Additional, exclusive content from the network hit – by NBC
  • The Tonight Show Starring Jimmy Fallon – Additional, exclusive content from the late night show – by NBC
  • Saturday Night Live – Additional, exclusive content from the comedy sketch show – by NBC
  • Hungry Hearts with Action Bronson – A reality show about dating – by VICE
  • Second Chance – An unscripted reality TV drama series – by A+E

Snap recently announced a deal with Discovery Communications to develop shows for the platform under the Shark Week and Mythbusters properties.

Additionally, MGM Television inked a deal with Snapchat. MGM Television is the first major entertainment studio to sign on as a partner. MGM is involved with popular shows such as Fargo, Survivor, Vikings, and Shark Tank.

Recently, the biggest show of them all premiered: BBC’s Planet Earth II. Planet Earth will also be sponsored by Goldman Sachs, who will be running Snap Ads throughout the episodes.

planet earth snapcode

Get a sneak peek of Planet Earth II on Snapchat by pointing your Snapchat camera at this QR SnapCode

If Snap can continue to build out original content through partnerships, the platform can continue to evolve and be a go-to destination for premium mobile video. Snap has some inherent advantages that will allow them to pursue this venture: being headquartered near Hollywood and the “cool” factor. Snap seems to zig when other social platforms of the past have zagged. It will be interesting to see how this unfolds over time. But here at Wallaroo, we believe in Snapchat.

Snap Ads for App Downloads

How to Utilize Snapchat Advertising to Drive App Downloads

When it comes to social advertising, we at Wallaroo Media are constantly looking for what we call “arbitrage opportunities”. These are opportunities where ad rates are lower and ROI is higher than typical market metrics. As such, we are recommending Snap Ads for app downloads right now. The market has not caught up to the opportunity.

In an effort to keep with with Facebook app install ad campaigns, Snapchat is making a big push with their Snap Ads to app install offerings. The first public data was discovered on the Acorns app (who was one of our clients – view our amazing work for them here). Take a look at the screenshot below of their ad, and read on to learn more about the results.

acorns app snap ad

Acorns App Snap Ad

Acorns gained a ton of early traction through Facebook Ads and Twitter Ads. We actually helped them run highly targeted download campaigns on those platforms. Late last year, Acorns wanted to test Snap Ads for their app downloads. According to Acorn’s Chief Commercial Officer, the Snap Ad campaigns actually had 40% higher install rates than those on Facebook. This is an astronomically high number, since the Facebook Ads were already performing superbly. Acorns said that the CPI was a little higher on Snapchat than on Facebook, but that it made up for the higher cost with a greater download rate.

Fullscreen, a video-streaming service, said that Snapchat targeting reduced its cost per installation by 25% because it meant more installations on the same amount of ad spending.

As mobile ad advertising continues to grow, app installs will continue to be a large piece of that pie (Business Insider reported that 25% of mobile ad revenue is from app campaigns).

As we get more data and case studies, we will continue to update this post.

cookie jam app snapchat ad example

Cookie Jam app Snap Ad

 

 

 

snap ads app downloads

Snap Ads for App Downloads Case Study

Why Advertising on Snapchat is Better Than Advertising on TV, And Why You Need It Now

Advertising on Snapchat is more effective, and a better long (and short) term strategy, than advertising on TV. I will convincingly make the case in this article.

tv-is-dead

TV Advertising – A Dying Breed

Television commercials have long been the holy grail for advertisers. Largest reach, highest engagement, cheapest cost per view, etc. But that has changed. The majority of TV viewers now record/DVR their shows for later use. Research by YouGov and Deloitte pegs the number at 86%. 86% of viewers always fast-forward through adverts! The exception? Live sporting events (and occasionally local newscasts).

Advertisers are clamoring to be a part of live sporting events in any way possible. That’s the best ROI for TV advertising now, and it’s only going to get more expensive as more brands realize this. The bids are increasing every year. For example, a 30-second spot during the Super Bowl in 2010? $3 million. A 30-second spot during Super Bowl 2015? $5 million. That’s a 66% cost increase in just five years, and that’s excluding the costs of video production.

Here’s the thing, though: When the commercials come on during live sporting events (or any other live TV programming for that matter), what do viewers do? Sit back and enjoy the steady stream of commercials? No. They pull out their phones. They check Snapchat. They browse Instagram. They wish their friend a happy birthday on Facebook and browse click-bait articles. They tweet reactions to the game. They check Snapchat and send filtered doggy faces to all their friends. That’s what people do. That’s where they spend their time. Their eyes are focused on the little screen in their hands instead of the big one where your advertisement plays. That small screen is where you need to be as a brand. Still need to be convinced? Here is some data… snap (1)

Data to Support Why Snapchat is Better Than TV

Here’s a few points on how Snapchat sets itself apart from its competitors as a social media platform, why it’s greater than TV for ads, and why it’s an advertiser’s dream:

  • Two-thirds of video snaps are watched with the audio on. That’s a HUGE difference from Facebook. It was recently reported that 85% of Facebook video ads are watched with the audio off.
  • Snapchat has a unique daily reach of 41% of 18-34 year olds in the U.S., compared with only 6% on TV (according to a Nielsen study in February).
  • Snapchat has over 100 million daily active users (while Bloomberg estimates that number to be 150 million).
  • Snapchatters watch over 10 billion videos per day, which is an increase of over 350% in the last year alone.
  • Snap Ads have an engagement rate 5X higher than the average click-through rate of other social platforms.
  • A National, Sponsored Geofilter on Snapchat reaches 40% to 60% of daily Snapchatters (Taco Bell’s recent Cinco de Mayo Snapchat filter had 224 million views in one day! Gatorade also had a sponsored lens that got 165 million views).

Advertising is a battle for eyeballs, and Snapchat has our attention. Average monthly minutes per user spent on the platform is second only to Facebook among social networks. On TV, or on any other social platform, users hate ads. On Snapchat, users play with the ads. Think about that for a second! Users not only tolerate ads on Snapchat, but they enjoy, engage, and play with them!

tv-dying

What Makes Snapchat Unique for an Advertiser?

Snapchat is a unique platform, and it can be tricky to navigate as an advertiser if you’re unfamiliar with how it works and what types of posts, filters, and lenses work best. Snapchat, by the nature of its disappearing content, creates a sense of urgency that encourages users to take action quickly. This is a crucial aspect of the platform. Some brands view this as a detriment. I view it as a benefit. The 10-second max duration allows the ad spot (or the marketing campaign) to be direct and cuts to the chase. As a result, it allows for more testing to find the best ad creation and targeting combinations.

An important note: there is little competition from other brands and advertisers right now (only ~1% of advertisers are using Snapchat). But that is changing quickly. According to recent research from eMarketer, 22% of media buyers plan to spend on Snapchat this year, compared to only 4% on Facebook and Twitter.

snapchat

How to Advertise on Snapchat

Learning how to effectively advertise on Snapchat needs to be its own post (I’ll tackle that next week). There are various options (in order of cost):

  • Snapchat Discover (the most expensive – starts at $50,000)
  • Sponsored Lenses
  • Sponsored Nationwide Geofilters
  • Snap Ads
  • Sponsored Local Geofilters (the least expensive – starts at $5)

I recently wrote a post about utilizing Snapchat geofilters to sponsor local events. As an agency, we have also launched That’s A Snap, which is a Snapchat filter ecommerce shop that enables you to purchase pre-made filters to use for various events.

Another way to advertise on Snapchat is by teaming up with influencers. There are thousands of influencers on Snapchat that you can hire to create and distribute content for your brand. Some of these influencers get millions of views on every snap they send! I would recommend calculating the cost per average engagement before hiring an influencer, as well as verifying that their following fits your demographic. We would recommend using Microfluencers, who oftentimes can get you a better ROI on your money.

The space here is heating up. Just last week the head of marketing at Wendy’s said “I have taken TV dollars and put them into Snapchat”. Stay tuned  :).

In January 2017, Snapchat announced that one of their proprietary “shows” on their platform, Sweet, gets 16 million monthly viewers. Keep an eye on this space and Snapchat’s continued focus on their content creation and distribution.

Update on March 16, 2017: Adidas announced it will no longer be advertising on TV, and that it’s going all digital now. It has begun!

Want to get inspired for your own strategy? Check out this post about creative Snapchat campaigns that various brands have run.

Lastly, do you need a Snapchat marketing agency? That’s us! Contact us today and let’s talk strategy and what campaigns we can run for you to help you achieve your goals!

Have any questions? Tweet me HERE or add me on Snapchat (username: brannybunny).

 

Snapchat Announces Annual Geofilters At a Discount

Annual Geofilters Now Available

Snapchat announced via email this evening that you can now easily buy Geofilters for an entire year. These annual plans come at a discount, and you can swap your creative at any time.

This is great for big brands or event-centric companies. Being able to buy in bulk and at a discount, while still being able to have multiple options on the creative side throughout, is fantastic.

Want to advertise on Snapchat? Contact us today! Or if you want custom geofilters, check out That’s A Snap!

snapchat annual geofilters

Facebook & Instagram Continue to Copy Snapchat

Over the last few months, three new announcements came out about Facebook. Each of them points to Mark Zuckerberg taking pages straight out of Evan Spiegel’s book. The three announcements were covered here, here, and here.

First, Facebook is tweaking their live video section to look more like Snapchat’s. Simple enough.

Second, it’s been reported by multiple outlets that Facebook is prepping a competitor for Snapchat’s “Discover” section. It will reportedly be named “Collections”. Everyone wants in on the content game. See side by side examples here (with Snapchat on the left and Facebook on the right):

Third, and the most blatant of all, Facebook has introduced camera effects called “location frames”, which work just like Snapchat’s geofilters. Just like geofilters, users can create and submit illustrations tied to specific locations. Users can also submit more general designs with illustrations not tied to a specific location. No word on if Facebook will create pay-to-play versions of their Location Frames yet. Check out an example below.

Facebook Location Frames

So, it will be interesting to follow along as these two tech titans continue to battle in 2017. One thing is clear – Facebook does not want to relinquish its lead as the go-to social platform.

Update on 12/21/16: Instagram just added a stickers feature, in yet another copy of Snapchat. You can now add “contextual stickers” and “location based stickers” on Instagram. See an example below from Instagram.

instagram adds location and contextual stickers

Instagram Location Stickers

Update on 3/8/17: Instagram Stories launches geostickers. Snapchat launched their geostickers in 2014. Below are screenshots of Instagram’s new geostickers, courtesy of TechCrunch. Take a look at how blatant the copy is…

instagram stories geostickers

Instagram Stories Geosticker

instagram stories launches geostickers

 

Update on 3/10/17: Facebook launches a new feature inside of Messenger called “Messenger Day”. Take a look at the screenshot of the new feature below.

facebook messenger day snapchat clone

Be honest with yourself – is that not an exact clone of Snapchat?! Facebook’s executives are saying no. But I think we can all agree, it’s a clone. Yet another example of Facebook’s inability to innovate. The new feature is only available in the U.S. for now, but it is said to be rolled out to other countries soon.

 

P.S. – If you need custom Snapchat geofilters, we got you  :).

17 Creative Snapchat Campaigns from Brands to Inspire Your Snap Strategy

Last updated: February 28, 2017.

Snapchat is blowing up right now. Their recent IPO filing stated that they have over 160 million daily active users. And these users are HIGHLY engaged. Most users consume every post they see. Snap also announced that their average user spends 25-30 minutes on the app every day. And they command 41% of the coveted 18-34 age demographic. Humans only have enough time to dedicate to 5-7 apps a day, and Snapchat is quickly rising to the top. To stand out on Snap, you must be fun, creative, and engaging. To help get you started, here are 16 creative Snapchat campaigns from different brands to inspire your strategy! Want to get started with Snap Ads? Contact us today!

  1. Taco Bell – Cinco de Mayo

Taco Bell got a lot of press when they created a filter for Cinco de Mayo. Here’s what that looked like:

taco bell snapchat

The filter performed extremely well. It was viewed 224 Million times. That’s an absolutely incredible number. They paid an estimated $750,000 for 24 hours of that filter. That works out to be 0.3 cents per view. Not three cents. Three tenths of one cent! That’s insane. It paid off though. People thoroughly enjoyed playing with the filter and it surely helped increase Taco Bell’s sales.

  1. X-Men: Apocalypse – Movie Promotion

X-Men did a massive takeover on May 23, to help promote the release of the new X-Men: Apocalypse movie. They didn’t just create one sponsored filter, they created ALL of them. Every filter, for the entire day on Snapchat, was related to X-Men. Analytics haven’t been released yet, but if their numbers mirror those of Taco Bell, they would have received around 1.5 Billion views!

xmen

 

  1. Sphero from Star Wars – Toy Launch

Star Wars utilized influencers on Snapchat to promote their new toy, Sphero, during the holiday season. One of the influencers they worked with, Shaun McBride, gets 2 million Snapchat views every day. According to the Wall Street Journal, the toy sold out in a matter of hours and their campaign got 10 million views. Check out one of their stories here:

Working with influencers on Snapchat is a must. They know their followers best and can often help your brand create fun, engaging content that delivers results.

  1. Terminator: Genisys – Movie Promotion

To promote the release of the new Terminator movie last year, a custom filter was created. Users were able to overlay the filter onto themselves or their pets. Smartly, Arnold Schwarzenegger also promoted this on Facebook. His Facebook post about the custom Snapchat filter received 3,000 shares and 55,000 likes. Cross-promoting onto other platforms is a good way to increase your organic reach with not much extra effort.

terminator-snapchat

 

  1. The MTV VMAs – Behind the Scenes

During the 2015 VMAs, MTV did a Live Story on Snapchat. This allowed anyone in the area to post pictures and videos to that Live Story, for all to see. Celebrities and audience members shared hilarious behind-the-scenes footage onto the story. About 10 million people tuned in to watch the VMAs on TV, and about 12 million people viewed the story on Snapchat! And at a much cheaper production cost.

       6. Mondelez – A Candy Competition

Mondelez makes delectable candy bars. To increase brand awareness and sales, they created a competition on Snapchat. To enter the contest you had to snap a photo of their chocolate bar, modify it using Snapchat’s drawing tools, and send it to the TIMEOUTAU Snapchat account. The winner of the competition won $10,000! Mondelez also showcased some of the best creations on a website. Mondelez’s idea to create a microsite to enhance the competition was a great way to increase awareness and increase customer loyalty (and product sales).

mondelez

 

  1. GrubHub – Hiring

GrubHub is a cool online food ordering company. They used Snapchat to look for an intern with “Snapchat Skillz”. They used the image sequence below to recruit applicants to grow their company. Very creative!

grubhub snapchat hiring

 

  1. World Wildlife Fund – #LastSelfie

The World Wildlife Fund used a Snapchat campaign to raise awareness about different endangered species. They came up with the creative #LastSelfie hashtag campaign that also allowed them to promote the cause on other social platforms. Check out the video here:

  1. DJ Khaled – Snapchat All-Star

DJ Khaled is a Snapchat all-star. He’s not your typical brand, but he is increasing his celebrity presence on Snapchat, and brands can learn A TON from what he’s doing on the platform. His snaps are attracting 3-4 million viewers each. He has coined some fun mantras like “bless up” and “keys to wisdom”. His content is extremely shareable. Check out a compilation here:

  1. Burberry – Spring Sneak Peak

To create some extra hype for their Spring 2016 Fashion Show, Burberry revealed their newest line of clothes through a series of snaps. They also produced pictures and videos featuring their designers and models. They also live-snapped the actual show, piggybacking off the hype they previously created.

burberry snapchat

 

  1. Major League Soccer – Player Takeovers

MLS dedicated an entire week to Snapchat takeovers. A “takeover” is when someone else takes over and runs your Snapchat account. So each day, MLS handed over their account to a new soccer star. The stars promoted this on their own accounts leading up to their turn, and then created fun, engaging content on the MLS account on their day. Takeovers are a great way to build your Snapchat following.

  1. Target – Holiday Geofilters

Target has been using geofilters around different holiday events. They target these geofilters around their physical stores to help increase brand awareness and sales. This is an easy, fun campaign idea that any brand can use to succeed on Snapchat.

target-geofilters

 

    13. Chubbies Shorts – Behind the Scenes

Chubbies Shorts is one of the most engaging brands on Snapchat (and all of social media and email, really). They constantly make me laugh out loud. They have an ongoing Behind the Scenes type campaign going. They mix in giveaways, stop motion, jokes, pranks, and more. They show how to effectively make content fun and memorable on a consistent basis. Check them out!

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14. Rocky Horror Picture Show

Fox recently did a remake of the classic, “Rocky Horror Picture Show”. Fox partnered with Snapchat to create a trio of Snapcode activations that went live during the telecast. This is the first time anything like this has ever been done. The two companies partnered directly on this project. Fox ran Snap ads and a custom lens leading up to the telecast, and then offered more on the day of. Take a look below…

rocky-horror

15. Netflix and Gilmore Girls

Gilmore Girls is launching four new episodes exclusively on Netflix in a few weeks. To build awareness for the launch, Netflix printed actual cups and distributed a total of 10,000 cups to a group of 200 coffee shops around the country. Each cup had a snap code, and when scanned pulled up the image below. The logistics behind a campaign like this can be complicated, but there are great lessons to learn here. A campaign with a smaller budget can still produce similar results with targeted geofilters around brick and mortar locations.

netflix-snap

16. Budweiser Super Bowl Ad

Budweiser, always on the cutting edge when it comes to advertising, launched a Snapchat advertising campaign for the 24 hours leading up to the Super Bowl. The Snap Ad was actually a game you could play, and it was amazing. It was a mini-football game within the app. You could run different plays with funny, on-brand names. If you won, you unlocked an exclusive filter to use. This level of innovation and ingenuity isn’t possible for all brands. But if you have the budget for this type of advertising, it is incredibly effective. See more here.

17. Lucky Charms

Lucky Charms just ran this Snap Ad campaign during The Bachelor episode on Snapchat Discover. It was a short video ad that showed a woman fall in love with a man based on a relationship of Lucky Charms. Very on-brand, and very targeted placement as well. A great example of how to do effective marketing on Snapchat.

 

 

 

 

 

 

 

 

 

Have any questions? Tweet me! Want custom Snapchat geofilters for your company? Contact us today!

WhatsApp Launches “Status”, A Snapchat Clone

Facebook Copies Snapchat Yet Again…

Facebook owns WhatsApp, the popular messaging app that has 1.2 Billion monthly users around the world who send over 60 Billion messages every day. Crazy numbers. Anyway, WhatsApp just launched “Status“, which is a blatant Snapchat clone (see a timeline of Facebook’s Snapchat clones here).

WhatsApp embedded their new Status feature as a tab in their app. Users can now share decorated photos, videos, or GIFs that disappear after 24 hours. This is obviously another stab at Snapchat, showing that Facebook wants to do everything it can to stave off Snap’s growth.

What Does This Mean For You?

Regardless of your thoughts on Facebook’s copycat strategy, this potentially opens up a new social advertising opportunity for marketers. We believe that companies will soon be able to run ads in between “Statuses” just as we can now run Snap Ads in between Snapchat Stories. Instagram Stories ads will be coming very soon as well. So, stay on top of it. New advertising platforms always provide the best arbitrage opportunities for greater ROI on ad spend.

whatsapp status - snapchat clone

Snap Ads – The Complete Guide

The Complete Guide to Snap Ads

This is a concise, but complete, guide to the ins and out of Snap Ads. We share minimum ad spend numbers, fees, targeting, etc. If you have any questions, contact us.

Last updated: February 20, 2017.

snap ads management

Snap Ads Details:

  • Minimum Ad Spend – $10,000/month (month to month contract) [Note: Options available for budgets under $10k]
  • Snap Ads Management Fee – 20% of total ad spend (lower if spend is $30k+)
  • Countries Available – United States, UK, Canada, Australia, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, & Turkey
  • Targeting Options – Location, Gender, Age, Interests (See full list of current interest targeting options below)
  • Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%)
  • Tracking Options – Vanity URLs, UTM tags, mobile-friendly landing page
  • Destination Options – Video views, App installs (swipe-up leads to app install page), Web views (swipe-up leads to landing page of your choice)
  • Ad Creative Options – Video only for now (click here for video specs)

Are you interested in starting a campaign on Snapchat? Then you’ve come to the right place. We’re your team from creative and strategy, to execution and management. Click the the link below and let’s get you started on making more money. It’s a snap!

Snap Ad interest targeting options:

“Activities/Sports”
Adventure Sports, Fitness, Snow Sports, Running, Sports, Motor Sports, Football, Baseball, Basketball, Golf, College Football, Hockey, Combat Sports, Soccer, Tennis, Beach & Watersports, Skates/Bikes/Boards
“Lifestyles/Hobbies”
Arts & Culture, Beauty, Reading, Fashion & Style, Autos & Vehicles, Nightlife, Investing & Entrepreneurship, Food, Technology & Gadgets, Travel, Women’s Lifestyle, Math & Science, Home Decor, Men’s Lifestyle, Outdoors & Nature, College Life, Streaming Video, DIY, Hip Trends, Pets & Animals, Fast Food Junkies, Cooking, Parenting & Family, Science Fiction & Fantasy, Green Living, Photography
“Music”
Music, Country Music, Concerts & Festivals, Indie Music, Dance & EDM Music, Pop Music, Urban & Hip-Hop Music
“News/Entertainment”
Film & TV, Comedy, Reality TV, News, Business News, Celebrity News, Political News, Video Games, Console Games

Check out two Snap Ads case studies below!

snap ads case studies

Two New Unique Snap Ad Campaigns

Jack in the Box and Chick-Fil-A Step Up Their Snap Ad Chops

In yet another reminder of what you can do when it comes to social advertising, Jack in the Box and Chick-Fil-A launched truly unique Snap Ad campaigns this week.

Chick-Fil-A launched a VR ad that allowed you to play with glasses that were mounted to a cow. How amazing and hilarious.

Jack in the Box came up with a fun multiple choice interactive game for their Snapchat advertising campaign, and once you finished the game you won a coupon that you could show to a cashier for a discount.

THIS is how you do effective marketing  :).

First, Chick-Fil-A…

chick-fil-a snap ad

Chick-Fil-A Snapchat ad

And now Jack in the Box…

jack in the box snap ad

Jack in the Box Snap Ad

How and Why Your Small Business Should be Using Snapchat in 2017

 

Last updated: February 16, 2017. Five minute read.

Small businesses have avoided Snapchat for a variety of reasons and we get that, but it’s time to set that all aside and join the advertising revolution. Snapchat just launched an update with massive implications for advertising and if you haven’t figured out your brand on Snapchat, it’s time. We’ll talk about what Snapchat is and isn’t, why you should be using it, and 6 ways to effectively establish and position your brand. Snapchat is quickly becoming the best way to connect to the millennial demographic.

If you already know you want to start a Snap Ads campaign, contact us today and let’s start snapping!

snapchat user base

 

Why your small business should be using Snapchat right now

Have you ever wondered how some people (and brands) became famous on Instagram or YouTube? Many gained fame simply from being early adopters of the platform. Early adoption can save advertising costs and position your business as a thought leader (or industry leader) in the space. But you’ll have to hurry, opportunity to be among the first of your competitors there will disappear fast.

Snapchat is inherently different, of course, than platforms like YouTube and Facebook as driving organic traffic is not as simple as dropping a link in a post. Though Snap ads have the ability to swipe to visit a web page, organic Snapchat is more a game of branding, storytelling and engaging an audience than grabbing a quick sale. Don’t be afraid of the ROI in Snapchat investment though, check out these statistics for comfort.

snapchat daily usage statistics

Source: https://www.snapchat.com/ads

Here’s the bottom line:

If you market a product or service to millennials, don’t have a massive marketing budget, and want to position your brand to succeed long term, you should give Snapchat some serious thought because it’s not just a social media platform–it’s a growing media company.

Several patents filed that confirm Snapchat’s intent to develop its own eCommerce platform. Snapchat’s API is opening up to advertisers and they’ve entered the world of consumer products with their Spectacles product. If you consider the example of Facebook, what started as a social media platform has become a media giant; you can start to see the trajectory Snapchat may be on and fortune has long favored those who get in at the ground level.

 

How you can build your small business’s brand on Snapchat

Numerous articles have been written on the basics of using Snapchat. If you don’t know how it works and don’t have a trendy millennial at your company to help you, check out this article for Snapchat basics and this one for some fun tips. If you have more questions, you can always give us a call as well.

 

You need to create a solid foundation

It’s not by mistake that Snapchat calls them stories; for businesses, the platform is all about telling a compelling story about your brand. What makes your brand unique? How can you provide value to your followers? Gone are the days of consumers accepting intrusions into their lives. Successful businesses now engage their followers and Snapchat gives companies the unique opportunity to help their consumers pull back the curtains and get a peek at the people and voice behind the brand.

 

How to make your Snaps not suck

Let’s talk about a couple overarching ideas first:

The focus on this platform is telling a story. Some advertising brains will hold onto the direct sales model, but Snapchat embraces a different ideal: Engage an audience and make them want to purchase–not tell them they need to. Though a little off of the mainstream advertising concept, brands have been increasingly successful with this storytelling model over the past year.

When we talk about developing your brand on Snapchat, we’re talking about the tone and style of your Snaps. The best way to figure this out is to experiment with some of the different ideas we’ll talk about below. Then, let your audience decide what it likes by tracking your completion rate (just wait, we’re getting there), and when you find a tone and style that your audience engages with, stick with that.

 

These two metrics are the most important (and really the only ones for your account)

Views and completion rate. These are the only two metrics you can track for your company’s organic Snapchat efforts. One way of tracking effectiveness is checking your completion rate–the number of people who begin viewing your story vs. the number of people who watch it through to completion.

Here’s how:

snapchat completion rate

 

At Wallaroo Media, we’ve jumped on the Snapchat express as early as possible and have helped dozens of brands begin to build their following and establish their share of the Snap-sphere. Below are 6 things we’ve done to help companies become successful on the rapidly growing platform:

1) USE SNAPCODES ANYWHERE AND EVERYWHERE

Snapchat lacks the robust search functions inherent in other social platforms. This means that you may have to get a tad creative to get your audience to find and connect with you. Snapcodes’s are Snapchat’s easiest function for adding new people to their Snap address books. This is a code, unique to Snapchat, that functions as a QR code for the platform that, when snapped, automatically adds the account to the user’s list. We have companies establish the Snapcode as their temporary profile picture on other social media platforms and even print out physical copies of the code to take to trade shows and storefronts to get customers snapping it and joining their Snap community.

Snapchat’s most recent update even allows you to create a unique Snapcode for any URL. This means people can go to your website/blog/whatever without having to leave the app! Leveraging Snapcodes is a great way to promote your account and begin building your following.

 

2) USING CUSTOM GEOFILTERS

Custom Geofilters are a great way to use Snapchat to promote your brand. With a little design ability and some forward-thinking, you can design a filter and have it live for some length of time inside of a Geofence so that when Snapchat users snap photos to each other, your brand or business’s filter can be used as a frame for their photos–unique to their location. Check out our Snaphacking article for a step-by-step guide, but here’s a quick comparison for the cost of a custom geofilter around our office in Provo, UT and VaynerMedia’s office in NYC.
If you’re interested in having us design and launch filters, we’d love to help! Check out That’s a Snap! (one of subsidiary companies) who have become so good, they were even featured in the USA Today.

 

3) TAKEOVERS | INFLUENCERS | SNAPCHAT ARTISTS

Influencers are individuals who have built up a following around a specific niche. Simply spend some time searching to find a Snapchat influencer who has a following in your brand’s niche audience, and then reach out! See what they can do to expose their audience to your organization.

But remember, most influencers run their accounts as part of their living. This means that you should expect to discuss a budget with them and compensate them for their time. This cost is variable and depends on the size of the influencer’s following and the number and type of mentions you’d like on their accounts.

Check out Mplatco and Shonduras for a taste of what great influencers can create!

 

4) GIVEAWAYS & SCAVENGER HUNTS

The visual nature of Snapchat (as well as the disappearing messages format) gives a lot of opportunity for businesses to get a little inventive. We have run more than on giveaway and scavenger hunt through Snapchat that have led to great results. Check out this one by Delta Airlines. Millennials are an audience of adventurers, so feel free to tap into that side of them with a little creative adventure of your own.

 

5) SHOOT WEEKLY CONTENT “EPISODES”

Picture these as something like really short television shows. Find something that connects with your audience and plan some video content around it each week. Standardize your day and time so viewers know when to “tune in” to catch the next episode of your content. This can be a great way to tell an elongated story or narrative, or even create a fun video series or how-to sessions.  Fuse TV does a great job of this, even using custom graphics with built-in advertising that they upload to the beginning and end of their segments.

 

6) SNAPCHAT SPECTACLES

These sunglasses represent Snapchat’s jump into the retail camera world as the company’s first consumer product. They were released specifically for Snapchat, shoot 110-degree circular video so your community can watch your stories vertically or horizontally and can post directly to your Snap account. Right now the only way to get a pair is from a SnapBot or eBay, but once secured, they can open up your organization’s Snap game. Check out the creative storytelling of Sam Sheffer and Chris Monachino using Spectacles.

 

Snapchat can be intimidating if you’re not familiar with the platform. We hope this piece has opened your eyes to the possibilities on how you can promote your brand with Snapchat! And, if you need a little help or want to get into the world of paid Snapchat advertising for even greater reach, contact us today for a free consultation!

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