[I ran our Good Relations Digital Academy last week with Will Scougal, Head of Creative Strategy at Snapchat.]
Snapchat is the fastest growing app among millennials, with over 200 million users sharing 800 million videos and photo a day. It’s a huge audience who are highly engaged with the platform—but are you?
Relatively few marketers have integrated Snapchat into their communications programmes or truly understand its significance and potential. Until relatively recently, this was how Snapchat liked it.
Their Head of Creative Strategy Will Scougal explained at our Good Relations Digital Academy event this morning that advertising is now warmly welcomed – as long as it’s in keeping with the platform’s way of doing things.
So what are these terms? And how can marketers navigate them effectively? Our top three takeouts from Will are:
1. It’s all about ‘playtime’
One of the things that makes Snapchat special is that it allows users to pop a filter on top of the ‘snaps’ (pictures or images) they send to friends. Raise an eyebrow or open your mouth and the filter will animate along with you – it’s a whole lot of fun and hugely engaging. Will explained how brands have developed filters, plugging into topical events like the Super Bowl or offering something special, like a sneak preview of an unreleased song by megastar Drake. The beauty is the amount of time Snapchat users spend playing with the filter – literally playtime engaging with the brand.
2. Location, Location, Location
Brands can use geofences to make filters only available in specific locations. It’s a tactic used by McDonald’s and KFC very successfully at their restaurants – and a fantastic way of creating content that’s time/place specific. Great communications involves great targeting so this location based activity enables brands to tap into a customer’s behaviour at a given moment.
3. Time Machine
Snapchat’s original USP was centred on the self-destructing nature of the messages which disappear after a short period of time. There’s lots of opportunity to play with this time window, whether it’s promotions around time-sensitive events or placing a natural limit on special offers. The World Wildlife Fund’s created a series of selfies showing endangered species #LastSelfie to highlight the threat of extinction. Clever!
A point of view
Snapchat’s users are a generation of people who don’t consume traditional media in the way their parents did. They won’t come looking for you; you need to go to them. At Good Relations, we always recommend that brands and companies should be allocating budget for experiments to try out new platforms and new opportunities. Is your social media strategy fit for purpose? Do you have the content to drive a truly engaging social programme? Contact me to find out how we can help you.