How to Use Snapchat for Business Marketing
Snapchat is a unique platform that continues to grow in popularity among younger demographics.
It offers businesses a creative way to connect with a highly engaged audience.
With its immersive, interactive format, Snapchat offers brands a chance to engage with potential customers in a visually dynamic, engaging environment.
Whether you’re looking to build brand awareness, promote a product, or drive traffic to your website, Snapchat is a powerful tool in the marketing toolbox.
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Table of Contents
What is Snapchat?
Snapchat is a multimedia messaging app that allows users to share photos, videos, and messages, known as “Snaps,” with their friends and followers.
The unique aspect of Snapchat lies in its temporary content, where messages and posts disappear after being viewed or after a set amount of time.
This ephemeral nature of Snapchat makes it a compelling platform for brands that want to create exclusive, time-sensitive content that captures attention.
Launched in 2011, Snapchat has quickly grown into one of the most popular social media apps, especially among Gen Z and Millennial users.
It’s an ideal place for brands targeting a younger audience looking for immersive and creative ways to engage.
How to Set Up a Snapchat Business Account
Creating a Snapchat Business Account is the first step to establishing a brand presence on the platform. You might want to watch it here.
Here’s a step-by-step guide to getting started:
Step 1: Download Snapchat
First, download the Snapchat app from the App Store (for iOS devices) or Google Play Store (for Android devices).
Step 2: Sign Up
Open the app and sign up for an account using an email address associated with your business.
Choose a username that aligns with your brand name for easy recognition, as this is how users will find you.
Step 3: Complete Your Profile
Once you’ve signed up, customize your profile by adding a business logo as the profile picture and filling in any additional details about your business, such as your website, location, and bio.
Step 4: Switch to a Business Profile
To fully utilize Snapchat’s business features, switch to a Business Profile by visiting the Snapchat Business portal.
This step allows access to Snapchat Ads Manager, advanced analytics, and other business-focused features.
Setting up a Snapchat Business Account is simple, but doing so is crucial for accessing features that can help grow your brand on the platform.
What is Snapchat Business Manager?
Snapchat Business Manager is a tool designed to help brands and businesses create, manage, and track their advertising campaigns on Snapchat.
Similar to Facebook’s Business Manager, this platform provides tools to help you manage multiple accounts, measure performance, and optimize ads.
With Snapchat Business Manager, you can:
- Set up and organize your ad accounts, teams, and permissions.
- Access campaign performance metrics.
- Control billing and budget settings.
- Manage multiple advertising campaigns for your brand or agency.
Using Business Manager, marketers can streamline their Snapchat advertising processes, target specific audiences, and achieve measurable results.
Benefits of Snapchat for Marketing
Snapchat’s unique features make it ideal for businesses wanting to tap into innovative digital marketing strategies.
Here are some key benefits of using Snapchat for marketing:
- Access to a Younger Audience
Snapchat’s primary user base includes Gen Z and Millennials, two demographics that are traditionally harder to reach on other platforms.
These younger users are highly engaged on Snapchat, making it an effective way to reach this audience.
- High Engagement Rates
Snapchat’s interactive features, like filters, lenses, and geofilters, offer brands an opportunity to create immersive experiences.
Users engage with branded content by applying filters, participating in challenges, or simply exploring fun features, driving high engagement.
- Authentic Connection
Snapchat emphasizes unfiltered, real-time content, which appeals to users who value authenticity.
Brands can use Snapchat to provide an inside look into their operations, showcase behind-the-scenes content, and humanize their brand.
- Innovative Advertising Options
Snapchat offers a range of advertising formats, including Snap Ads, Story Ads, and AR Lenses, allowing brands to create memorable and interactive campaigns.
- Analytics and Targeting
Snapchat’s analytics tools provide valuable insights into campaign performance, including engagement rates, reach, demographics, and conversions.
The platform’s targeting options allow you to reach specific audiences based on age, interests, location, and device.
How to Advertise with Snapchat
Snapchat offers a variety of ad formats and tools for creating effective advertising campaigns.
Here are the primary types of ads available on Snapchat and tips on using them effectively:
- Snap Ads
Snap Ads are full-screen, vertical video ads that appear between users’ Stories and Discover content.
These ads can be as short as 3 seconds and up to 60 seconds long, giving businesses the flexibility to deliver concise, impactful messages.
Snap Ads can include a swipe-up option that directs users to a website, app download page, or long-form video.
Best Practices:
- Use a strong call-to-action to encourage users to swipe up.
- Capture attention within the first few seconds with eye-catching visuals.
- Tailor content to be vertical and mobile-friendly.
- Story Ads
Story Ads appear in the Discover section and allow brands to create a series of Snaps that tell a story.
This format is ideal for creating more in-depth brand narratives or product showcases.
Users can click to view the entire story, offering a great opportunity for storytelling and engagement.
Best Practices:
- Use compelling visuals to encourage users to click and explore the full story.
- Keep the storyline engaging and concise.
- Include a strong, engaging hook in the first Snap.
- Collection Ads
Collection Ads display a series of tappable products in a single ad, allowing users to view a selection of products in one place.
This ad format is ideal for eCommerce brands looking to showcase multiple items and drive sales directly from the app.
Best Practices:
- Highlight best-selling or new products in the Collection Ad.
- Use clear and high-quality images.
- Include a strong call-to-action to encourage users to browse or purchase.
- AR Lenses and Filters
AR Lenses and Filters are among Snapchat’s most popular ad formats, offering a creative way to interact with users.
Lenses allow users to apply AR effects to their photos and videos, while Filters add custom overlays.
Brands can create branded lenses or filters for events, product launches, or special promotions.
Best Practices:
- Design filters and lenses that are fun and shareable.
- Create timely, event-based lenses that encourage participation.
- Include your brand’s logo or product within the AR effect.
- Dynamic Ads
Dynamic Ads automatically create ads from a product catalog, personalizing the ad experience for each user.
This is particularly effective for eCommerce brands that want to show users relevant products based on their browsing behavior.
Best Practices:
- Use Dynamic Ads for retargeting users who have shown interest in your brand.
- Ensure your product catalog is well-organized and updated.
Conclusion
Snapchat provides businesses with a unique opportunity to engage with a young, highly engaged audience in a visually driven, interactive format.
By setting up a Business Account and utilizing Snapchat Business Manager, brands can manage and optimize campaigns, access powerful analytics, and reach users with targeted, creative advertising formats.
Incorporating Snapchat into your digital marketing strategy can help you reach new audiences, enhance engagement, and boost brand loyalty in today’s competitive social media landscape.
Take advantage of Snapchat’s innovative tools, and let your creativity shine to captivate audiences and grow your business.
