Each year, companies are like, "Where should we put our marketing money?" Aside from the big four social media channels (Instagram, Facebook, Twitter, LinkedIn) being much of the talk in terms of social media marketing, sometimes you may be thinking about throwing Snapchat, the old-timer of social media, in the mix for some good advertising opportunities. So here's the million-dollar question: is Snapchat worth the moolah as a business platform to post on in 2023? We will dive right in to that question in this review of the platform and its advertising capabilities.
Created in 2011, Snapchat is a trendy messaging app that lets users send texts, pics, and videos that vanish after being seen. Its main gig? To create multimedia messages known as "snaps."
Snapchat offers a different vibe from other social media platforms. Users can fire snaps directly to friends or post them on their "story," where they hang out for a day. It also has loads of filters, lenses, and fun stuff to up the playful quotient.
Snapchat has a pretty cool reach, hitting 90% of teens and young adults in the US. If your brand wants to get chatty with younger peeps, Snapchat is a platform you can't just ignore.
Snapchat offers a fresh spin on advertising. Brands can use sponsored lenses and filters to interact with users in a fun, immersive way, offering an exciting break from traditional ad methods. Short photo and video ads can be made quick and cost as little as $5 a day, with a plethora of solutions for whatever your business goals are.
You can easily connect with Snapchatter's based on their location, interests, and demographics. Craft your own cool groups easily by creating custom subsets like customer list and lookalike audiences.
Snapchat's content is super timely, providing a legit way for businesses to connect with their audience. This real-time link-up can help businesses bond better with their customers.
One big headache of using Snapchat for business is the fleeting life of its content. Snaps vanish after being seen, meaning your message has to pack a punch in a short time.
Snapchat can be a bit tricky to get the hang of, especially for newbies. There are custom Filters, AR Lenses, story ads, collection ads, dynamic ads and commercials to use at your disposable. The unique look and feel, and the short-lived content, can make it tough to plan an effective marketing strategy.
Take Sephora, the beauty giant. They used Snapchat to give users exclusive sneak peeks and flash sales. This move boosted their engagement and conversion rates, showing the real deal that Snapchat can be for businesses.
Fast-food biggie McDonald's took to Snapchat for hiring. They started a "Snaplication" campaign that let users apply for a job through the app, leading to a successful hiring spree.
Whether Snapchat is worth the investment as a business channel depends on who you're trying to reach and what you're aiming for. Snapchat has a lot to offer, especially for businesses targeting the younger generation, both Gen Z and Millenials. But it's unique features can also throw some curveballs that need smart handling. Knowing your audience, having clear marketing goals, and a solid strategy can help you make the best call for your business on whether to include this social channel in the mix for your next big social media marketing campaigns, but it definitely has potential so don't completely overlook this channel and check out what its capable of for yourself.
