There’s no doubt about it: capitalizing on Snapchat is the next big mobile marketing move that you should be making with your small business brand. Recently, the Snapchat app has gained massive popularity among teenagers and twentysomethings for its innovative new approach to mobile communication.
The application allows users to send “snaps,” or photos and texts that arrive in the same manner as other mobile communications, but with one notable twist: they are marked with a time limit. The sender of a snap decides how long the receiver will be able to view the message (time limits range from between 1 and 10 seconds), after which the message is automatically deleted, never to be seen again. In essence, Snapchat is the self-destructing message of the mobile world.
But why is Snapchat a promising mobile marketing tool for small and medium size business?
The main reason is that it helps promote the sense of urgency that is such a cornerstone concept of consumer sales. This concept can in turn be used for a slew of different interesting and innovative mobile marketing strategies, many of which have already become more effective than basic text message marketing. The issue with texts is that people can simply save them and forget about them: with Snapchat snap messages, customers are encouraged to act immediately to buy a product, receive a coupon promotion, or take advantage of some other marketing tactic. In other words, Snapchat does what text message marketing has never been able to do: deliver a strong call to action.
In addition the newly launched "Snapchat Stories" allows brands to
Add Snaps together to create a narrative. When you add a Snap to your Story it lives for 24 hours before it disappears, making room for the new. Your Story always plays forward, because it makes sense to share moments in the order you experience them.
Need proof that your small or medium-sized business should add Snapchat to your mobile marketing strategy? Here are three major national brands that have already started experimenting with the marketing potential that the app has to offer, as well as explanations for why your small business should follow in their big footsteps.
McDonalds & LeBron James
The fast food chain just started experimenting with Snapchat in February of this year, using the app’s new “Snapchat Stories” feature to compile a short video advertising its new Bacon Clubhouse sandwich. The video featured basketball superstar LeBron James, and was built and fleshed out throughout a day as McDonalds used Snapchat to add bits and pieces of video and imagery to the story.
At the end of the day, the Snapchat story was 36 seconds long and had gotten a ton of viral attention
by building actual suspense and intrigue around the video’s core announcement. Sure, we can’t all afford to hire LeBron James, but the way McDonalds used Snapchat to market a new product was interesting nonetheless.
The New Orleans Saints
Snapchat’s big brand-name adopters aren’t all fast food restaurants.
On the contrary, the New Orleans Saints created a profile last October with the goal of giving fans a look at a bit of behind-the-scenes football action through the Snapchat Stories function.
Since football sneak peaks could mean anything from brief windows into team practice sessions and pre-game rituals to game play-by-plays and merchandise announcements, the Saints’ unsurprisingly generated a good bit of attention. Even though your business obviously isn’t an NFL football team, there are likely behind-the-scenes sneak peaks you could give that would build excitement for your brand.