Welcome to Bolt’s monthly series for all things content marketing. This month, we take a look at what’s in store for the social media landscape in 2016.
We’ll cover the latest developments and features the top platforms offer, statistics on their user base, and most importantly, new strategies you can apply to maximise your reach in 2016. We’ll be covering Snapchat marketing today, but check back later next week when we cover Instagram.
Before you scoff at the Snapchat, consider these numbers: 100 million active users are currently on Snapchat, 23% of which are aged 13-17. A further 37% are aged 18-24 while 26% are 25-34. The brightest rising star in the social media landscape is still relatively untapped, and you ought to jump on the bandwagon right now.
Statistics obtained from Business of Apps
Latest Snapchat Marketing Trends
Snapcash is a new in-app service that is linked to your debit card that allows peer-to-peer monetary transfers. While this may be of minimal consequence to most businesses, it may just be Snapchat’s test bed for brand-to-consumer transactions in the future.
2. Vertical ads
Snapchat’s vertical interface makes it a challenge for content creators to cater to its design. While designing vertical ads may be challenging, the payoff is that the ads will take up the entire screen, offering no distractions. These ads also tend to capture more attention from consumers as proven by the 9x completion rate over traditional horizontal video.
1. Start early
Snapchat is like California at the beginning of the gold rush. Brand presence isn’t very strong although they are picking it up quickly. If you are looking to establish a foothold, now is the time to do so. Start looking at what the top Snapchatters are doing right and integrate that into your own marketing. You can start with Casey Neistat who perfectly illustrates the power and potential of the platform in this video:
This is especially important if your brand deals with consumer products. Snapcash’s eventual foray into merchant-to-user transactions is going to be huge, and buyer’s psychology plays extremely well with the non-permanent nature of the platform.
2. Invest in vertical ads
While Snapchat has yet to perfect their API to allow in-depth targeting, the potential reach and ability to get your brand message across is tremendous. The saturation of content on Facebook and Instagram might actually mean you could potentially have better responses on the not-as-crowded Snapchat.
Instead of integrating ads directly into the main user experience, ads on Snapchat are only on the discovery platform where you can advertise with publications or do branded content.
3. Cross promotion
The easiest way to build an audience will be to leverage on your current fans and content. Throw out your Snapchat username on your next Facebook post, or go the extra mile and add your fans on Snapchat if that information is available to you. You could even plug it into content you’re going to share like so: Follow me on Snapchat: invadernick. Snapchat also allows you to add contacts via QR code, which you should definitely try now!
4. Get real and be fun
The best content on Snapchat are funny snippets or unique insights. The image is from the Los Angeles County Museum of Art (LACMA on Snapchat), which does a great job promoting the museum through some great snaps. The trick is to find a fun angle of your product or service and communicate it. It’s not YouTube, production values aren’t as important here. You don’t need a professional videographer with a sophisticated camera and a complex photo editor. You just need someone fun with a smartphone.