There are certain platforms that come to mind when
you think of media used for branding- Twitter, Facebook, Instagram
and...Snapchat? This photo messaging app is the newest way the younger generation
is communicating with each other and how brands are beginning to communicate with
their consumers. A few big name companies like Taco Bell, GrubHub, and even NFL
teams, like the New Orleans Saints, are jumping on the Snapchat bandwagon. Despite
showing an image for a maximum of 10 seconds, using the app has benefits that
could make Snapchat the next big branding tool.
It
allows for two-way communication with consumers.
By holding contests and inviting users to participate, business are interacting
with users, which helps to build brand loyalty and create a strong consumer
base.
It
positions brands as friends instead of companies.
Just like friends, they are letting users in on their own secrets, such as sneak
peeks at new products and behind-the-scenes footage.
There
is little to no cost to interact with consumers. In
the same way as social media, Snapchat can be used to market your brand cheaply
and easily without paying for advertising space.
Simply
put, it’s fun! Who doesn’t want to get a snap of a
Beefy Crunchy Burrito directly from Taco Bell or one from GrubHub with
exclusive deals and coupons?
There are, however, a few challenges facing brands
when marking via snaps. The app almost completely relies on visuals with little
room for text or messages, somewhat limiting brands’ messages. It also lacks
the ability to track metrics. This makes it difficult to gather data and
evaluate the success of a Snapchat ad campaign. Lastly, there is no “people you
may know” feature, causing consumers to have to actively seek out a brand in
order to add them.
No matter what the limitations of Snapchat may be,
there is no arguing that the popularity of the app. According to Social Media
Today, an estimated 26 million Americans are active Snapchat users and are
mainly between the ages of 13 and 25. For marketers, those are prime brand loyalty
building years, making Snapchat an invaluable tool.
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