B2B Marketers, It's Time to Add Snapchat to Your Repertoire
A strong storytelling strategy will expand your reach.
We all have that friend who was wild in their younger days. The one who would show up to the party, do some crazy things, then disappear without a trace -- and without the memory of the craziness they had wrought. Amazingly, that friend grew up, matured, started realizing their potential and understanding their purpose. They’re still fun, but in a more attractive way, and suddenly they’re more popular than ever.
That friend, of course, is Snapchat.
In successful marketing, story is king. And Snapchat is great at telling stories quickly to an engaged audience. So why are so many B2B marketers scared of using Snapchat? It could have something to do with the fact that 71 percent of the app’s users are 25 or younger. It could also be that just as marketers got comfortable with Instagram filters, they now fear an unknown interface with features such as facial mapping technology that turns selfie-takers into dogs, superhero characters and monsters -- nor do they see the relevance.
Related: 5 Steps to Get Started on Snapchat
Or could the reluctance to hop on the Snapchat bandwagon come from a general fatigue over new trends? For the twentysomething segment of the population, Snapchat is something that goes all the way back to their high school days. But it hasn’t been a viable platform for businesses until much more recently, and even the earliest-adopting of marketers are just now able to gauge the success of their snap strategies.
If your B2B brand isn’t on Snapchat yet, there are a few stats that should motivate you:
- 22 percent of ad execs plan to advertise on Snapchat in 2016.
- Snapchat ads are viewed up to a million times per day.
- 60 percent of all smartphone users are now on Snapchat.
- 60 percent of Snapchat users are between the ages of 18 and 34.
However, like any proper execution, it takes planning and strategy. If you’re wondering what one might look like, consider these starting points:
This is a broad category, granted. But it’s where the app really shines. Whether it’s a behind the scenes look at your company, an employee you want to highlight or a trade show you want to document in an interesting way, Snapchat allows you to build a story using 10-second video clips and stills that your followers can consume at once. So instead of taking to Facebook to write several paragraphs about your next product launch, capture the moment quicker and more intimately with a story snap.
Remember, though, that the majority of your audience as a B2B marketer isn’t using the platform, so you should take advantage of Snapchat’s location-specific functionality. This means if you’re in town for an event, you can drive attendees to your Snapchat account via your other social channels, then use geofilters to further contextu