video marketing campaign

Snapchat’s not all flirting and face swaps — there’s huge marketing potential especially when you’re aiming at teen/young adult audiences. According to Business Insider 77% of college students use Snapchat daily and 58% of college students would be likely to purchase a brand’s product or service if they received a coupon on Snapchat.

Snapchat receives 8 billion mobile video views a day, rivaling Facebook. That’s a ton of content being shared on an app that some marketers still aren’t sure how to capitalize on. Getting the user from a Snap-to-sale and increasing social media engagement should be your main priorities, but how? Since Snapchat is all about sharing quick moments and chatting, use both angles to your benefit.

7 Snapchat Video Marketing Tips

In the recent months Snapchat has added new features including Story replies, On-Demand Geofilters and more making the next step in video marketing exciting and full of opportunities. See how you can apply these video marketing tips to your own successful online campaigns.

#1 Increase User Engagement with Story Replies

A main part of the Snapchat is the Snapchat Story, which displays a collection of videos and photos and is viewed and replayed up to 24 hours. Until recently you could only reply to stories in a separate messages. With the recent introduction to story replies, anyone can reply to a specific photo or video by swiping up from the bottom of the display and opening a new chat window. This means the marketer can now receive feedback from their snaps! An invaluable way to measure how your campaign is going or gain instant feedback. Since you can’t look at “likes” or retweets this is a way to hear back from content and measure the engagement.

While fairly new, companies are already using Story Replies to conduct informal contests, host polls and start Q&A discussions with users. Try conducting Q&A sessions and receive audience questions and feedback. Remember! The messages are erased after the sender and recipient swipe out of the chat screen. So collect feedback, make sure you are taking into account the most common questions, recommendations, and satisfaction level of each customer and recording their valuable statistics.

#2 Create Customizable On-Demand Geofilters

Until the end of Feb. ’16 Geofilters were designed only for public places. People could add them over their travel photos to NYC or a monumental visit to the Grand Canyon. With the introduction of On-Demand Geofilters you can now create and publish a Geofilter for a business or private event. Your customers can decorate their Snaps with your band logos! Imagine you create a Geofilter for your event and then everyone at that event adds it over their snaps, that’s some massive branding and reach for your trademark! How Geofilters work:

  • Design —Templates are provided that are compatible with Photoshop and Illustrator to create the filters.
  • Map — Pick a geofence where your filter will appear, then choose the time and dates you want your Geofilter to be available. (area on map)
  • Buy — submit your Geofilter to Snapchat review for approval.

Note: You can buy On-Demand Geofilters for an event or even an entire block — for an hour or up to thirty days. Pricing starts at $5, and depends on a few factors including, among others, the size of your geofence and the time period you’ve chosen. On-Demand Geofilters are available now in the US, UK, and Canada, with more locations coming soon.

#3 Offer an Exclusive Discount

As mentioned previously coupons send through Snapchat have a high success rate. Give your followers exclusive promotional offers they can only receive through Snapchat. Since stories expire after 24 hours, it’s a perfect platform to host flash sales. Also giveaways are great and the quick turnaround keeps your customers super engaged. Companies that have had tremendous success include Grubhub, Groupon, and 16 Handels.

#4 Directly Target Content to Select Followers

This is great when sending a promo codes to a selected few that meet the criteria of the giveaway, etc. Control who sees your Snaps by selecting an audience within Snapchat’s message system. Maybe you have a super-user or influencer that you want to give a different coupon code to. Or if you want to try some A/B testing with the Snaps you send out, this is a good way to do it.

#5 Activate Snapchat Stories

What’s so great about Snapchat is you can’t overshare like Facebook or Twitter. Everyday a new Story can be uploaded so your followers can view them as many times as they want within 24 hours when it self-destructs. Notice what your favorite brands are doing on Snapchat. Try to always have a Snapchat Story uploaded everyday on your account so people can always find out more about your product and followers have something to watch and learn more about your company. Remember, a story should have a beginning, middle and end.

#6 Build up to a Moment/Event/Product Launch

Spread the word about the upcoming event with your target demographic, you can do this by showing behind-the-scenes Snaps like your manufacturing processes, team outings, workspace environments and product teasers. Note: Don’t forget to create a special on-demand Geofilter for that said event!

#7 Back Your Marketing Campaign with Snapchat Ads

Although it’s a fairly new market the potential to go viral in your targeted demographic is massive. Why do the same old thing on Facebook and gain “likes” that are questionably worth anything at this point. This is an approach to getting at a demographic are not willing to be caught dead on Facebook where their Aunt Jean hangs out! Also it’s less likely to get lost in a news feed “Snapchat offers something unique in the world of mostly-broadcast, feed-centric social media — intimacy at scale.” Said Victor Pineiro, from AdAge. Immersive video, curated context and no pre-roll — this means they fold your ad into their content.

Author: Contessa Abono
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