What Makes Snapchat Marketing Different from Others
There is an incessantly expanding list of social media platforms that companies should use for their marketing campaigns. And a lot of online marketers concur that Snapchat is included on that list. Even though the app's interface can be somewhat clunky and tricky to get accustomed to, many brands that use Snapchat marketing are achieving good results from their campaigns.
Snapchat is authentic, spontaneous, and raw. That is why it pulls in younger audiences. Generation Z users have a severe misgiving in advertising. But, through a laid-back app like Snapchat, a brand can position itself in a much more relatable way. The app even makes for influencer marketing. By having a well-known Snapchat user promoting the brand, there will be a significant boost in brand recognition and awareness.
But what makes this app different from the many other platforms marketers use?
The thing that makes Snapchat distinctive from other social media platforms is the chance given to brands to form closer relationships with their followers. In contrast to other social networking sites where the content is public, a snap comes across as something customized exclusively for the receiver. This is despite the fact that the snap may have been delivered to an entire group of people.
It gives the brand the opportunity to form a unique bond with the audience on a more personal level. Snaps can’t be forwarded to others, so it makes the receiver feel special to get a snap from a brand s/he follows.
The Difference of Snapchat Marketing
• Significantly less competitors
It seems like every business that’s ever existed has a social media profile on Facebook, Twitter, Instagram and Pinterest. As hard as it can be to interact with users on all these platforms, it is generally even challenging to get the brand's content to stay ahead of the competition. Though Snapchat is rising in popularity amongst companies fast, there are still significantly less competitors on the app for companies and organizations than on other social platforms.
• A sense of authenticity
In general, social networking sites are ideal for rapport building. And in many cases, they provide a “behind the scenes” look to consumers. Snapchat magnifies this element of social media marketing; it’s much more about what’s taking place at the moment.
Images are edited with filters to give them more a creative side, though not always with higher quality. The effects, on the other hand, are solely available for fun and enhancement. As such, marketers can show the personality of the brand differently. They can showcase the elements that will be most relatable to the audience.
• A broader target market
If the brand has a hard time connecting with the younger generation, Snapchat may very well be the golden ticket in. Millennials and Generation Z users find Snapchat as a cool dual app – covering image sharing and messaging - that doesn't take too much of their time. Using the app to successfully connect with these demographics, which has the most significant purchasing powers at the moment, is a definite win for the brand.
• A positive restriction
Marketers need to think of Snapchat's time-limit feature as a potential, and not a problem. Young mobile users enjoy using Snapchat because the time restriction grabs their attention, retains it, and then renders them smiling or laughing. At times, a ten-second video can even turn them speechless. The exciting thing about vanishing content is how it addresses the issues that have surfaced around the nature of distributing marketing content online. The internet has supplied a unique leverage for businesses of all sizes to post freely, therefore giving the audience access and usage to information and details that were otherwise inaccessible.
However, this convenience has produced new challenges. One of those is handling information. Part of the charm of a platform like Snapchat is that it's transitory. And so, brand followers don't have to go through a pile of messages to get what the brand is trying to say.
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