If you're unfamiliar, Snapchat is a social media platform where users can share raw or embellished photos, videos, and messages known as Snaps to others. But, what makes Snapchat different from other social platforms is that everything is temporary.
Every Snap can be shared, but rarely saved. They only last anytime between one to ten seconds. Once it gets viewed, the Snap will disappear forever. However, a Story, which is a collection of Snaps, can be re-watched within 24 hours after posting.
The Snapchat application promotes in-the-moment or real-time interactions and connections between people.
The Snapchat app by the numbers
According to Snapchat’s internal data, more than 60% of U.S. smartphone users aged 13 to 34 are Snapchatters. If reaching out to 13- to 34-year-olds is your goal, Snapchat is the best social platform to invest in. 13- to 34-year-olds love Snapchat because of three factors:
Although Snapchat’s majority of users come from the younger generation, 12% of 35- to 54-year-olds and 2% of 55+-year-olds are also Snapchatters. In fact, every single day, there are more than 7 billion views on Snapchat. And, there are nearly 100 million active Snapchatters that use the application every day.
The figures above show how Snapchat’s huge population can bring your brand or business a huge audience that can turn into potential customers. Especially when their own e-commerce platform launches.
Snapchat’s e-commerce move
A few weeks ago, Joanna Coles, Cosmopolitan’s Editor-in-Chief and one of Snapchat’s board of directors, revealed at a Re/code conference that mobile shopping and e-commerce are coming to Snapchat. Recently, Snapchat worked with Hearst to create Sweet, a Snapchat channel that will be morphed into an e-commerce platform at some point.
The said e-commerce platform aims to give users a convenient way of shopping without needing to leave Snapchat.. It would work directly with Snapchat’s Discover feature which is built to improve the engagement between media companies and users. However, Snapchat’s move into e-commerce is not entirely new. In 2014, Snapchat launched Snapcash, their money transfer feature which allows Snapchat users to receive and send money through the application.
Although the video messaging app will move from content to e-commerce to attract a wider audience, including Millennials, its core service and feature, the peer-to-peer messaging, will remain unmoved.
Leveraging Snapchat for business
Snapchat is a promising addition to your business’s social presence, but if you want to reap the impending e-commerce benefits of Snapchat, check out these actionable tips inspired by marketers Sujan Patel and Everette Taylor:
In 2014, NBA leveraged Snapchat to give their fans direct access to the Draft Picks, All-Star Games and Finals, and the Slam Dunk Contest.
Mid last year, KFC Australia used Snapchat to launch their latest zinger taco. And, with just three hours, the Snaps were viewed for almost 3000 times.
Get inspiration from the Snaps of renowned brands and personalities like CNN, CoverGirl, Amazon, BirchBox, MLS, Steve Aoki, and Food Network.
Everlane, a fashion retail brand, uses creative storytelling by sharing behind–the-scenes Snaps to engage their customers and attract more sales.
To make your Snapchat profile visible elsewhere, set up a pinned Facebook or Twitter post, add a follow icon on your site, or message fans directly.
Sephora’s first sweepstakes on Snapchat asked fans to upload and send a picture of themselves doodled with fake brows on their Snapchat account and upload them on Instagram with a #SephoraSnapsSweeps hashtag to win a $500 gift card.
There's no easy way to measure Snapchat analytics for now, however, through performance metrics, you can understand your audience a lot better.
Snapchat has many promising benefits to offer businesses – and more are sure to come. Consider adding Snapchat to your business’s social arsenal, and follow the above guidelines to get proficient so you'll be ready when their e-commerce platform really takes off!
Japs Buidon is a Social Media Specialist and SEO from Always Open Commerce. He loves hiking as well as electronics.
IMAGE CREDIT: YUKO HONDA