Every few weeks an article comes out claiming Snapchat is dead. In general, these articles use some breaking news – the fact that Snapchat was just blocked in Saudi Arabia, or a report that apps like LinkedIn and Snapchat are short lived are – to claim the Snapchat bubble is on the verge of bursting.
These conclusions are all wrong.
For many marketers, especially those over the age of 30, the world of Snapchat is a strange, confusing place. If you don't use the app regularly, how can you use it for promotional purposes?
Fasten your seatbetls. We'll show you how.
> See also: How to Get 1,000 Followers on Your Small Business Instagram
Why Snapchat is great (for advertising)
First the basics. The main value of Snapchat can be summarized in one statistic: The app reaches 90 percent of those between the ages of 13 and 24 in the US. In addition, the platform is growing by adding 9 million daily active users in the second quarter of 2020 and increasing quarterly revenue by 17 percent. Today, over 238 million people use Snapchat every day.
Those numbers alone are enough to understand why a Snapchat marketing strategy is incredibly important when looking to sell things to Gen Z. The value of Snapchat goes even further, however. Much of the audience in the app is nowhere else to be found – almost half of all Snapchat users cannot be found on Instagram, for example.
The way that Snapchat works on a technical level makes it perfect for advertising after all. Ads on Facebook, Instagram, and Google are generally small, simple in content, and easy to scroll through. Snapchat, on the other hand, serves ads as full 1080 videos that fill a user's entire screen and are difficult to skip.
Why Snapchat Sucks (For Ads)
On the other hand, there are disadvantages to running advertising campaigns on Snapchat. The most important of these is that Snapchat's user base is extremely young: for example, there are hardly any users over the age of 35. As a result, the app's overall reach is pretty limited compared to biggies like Facebook and Twitter. In 2019, only about 25 percent of cellular users in the US accessed the Snapchat app, while about 91 percent were on Facebook.
"If you want to reach Gen Z, you have to use Snapchat."
Depending on your overall ad strategy and audience, these stats can be daunting or exciting. Here, however, is the deal. Simply put, if you want to hit Gen Z, you have to use Snapchat. If you want to reach a lot of people, use another platform.
In addition to this major limitation, there are also a number of drawbacks with Snapchat that are related to the actual technology.
For one, you can't track engagement in the same way that you can, for example, with Facebook. Therefore, there is no way to tell if your video ads were viewed or by how many people.
Also, security is an ongoing issue that has improved since the app's inception but is still an issue. While picture and video messages have end-to-end encryption, text messages do not. If you are looking for a really safe messaging app, rest assured that Snapchat isn't. The bottom line is that by having an ad campaign on Snapchat you are still open to various types of hack attacks.
Finally, the short-lived and private nature of Snapchat messages (known as "snaps") also limits their long-term value. For example, users cannot re-share marketing content so that content does not go "viral" in the same way it does on other platforms. And even marketing content is deleted after 24 hours and cannot be archived. This draws younger users to the platform, but it can be annoying for advertisers.
> See also: What's the Best Website Builder for My Small Business?
How to set up a Snapchat campaign
If you decide to go with a Snapchat campaign, here are the basic steps you need to set up:
- Set up a business Snapchat account
- Optimize your account with a unique business URL with Snapcode, a profile avatar, and a ghost icon
- Select a "Create Now" or "Create Advanced" campaign based on your marketing experience and design skills
- Choose a call to action (CTA) – e.g. B. Website visits, phone calls, texts, app installations
- Upload a design. Images should have a ratio of 9:16 and be formatted as PNG or JPG files. Videos should be H.264 encoded and limited to three minutes and 1 GB
- Determine your desired budget, your target group and the campaign duration
Of course, this is just the foundation of your campaign. Next, you need to decide what type of content you want to create and publish. When it comes to content design, you should be aware that Gen Z has radically different expectations than its older peers.
For example, you've probably heard that Gen Z has an attention span of roughly eight seconds – compared to the Millennial Standard of 12 -. In reality, they actually have an ingenious filter that came from growing up in a deluge of information. This means that your content has to be highly relevant to their lives in order for them to even consider it.
Before you hit the trigger on your campaign, it is a good idea to dig into the world of Gen Z marketing.
You will find that there are several strategies that work well for this age group:
- Since Gen Z values authenticity more than other groups, influencer marketing can be extremely effective when done correctly
- Gen Z also prefers to buy from brands with a social conscience. If you haven't already, the best thing to do is figure out what values are important to your brand and highlight them in your content
- Finally, realize that Snapchat is home to many "interest groups" that are a valuable part of the personal identities of many Gen Zers. If you can tap into subcultures like gamers, you could be on your way to becoming a winner
"Gen Z will make up 40% of all customers by 2021"
Why you need to market to Gen Z
Of course, by now you may have decided that investing in a new campaign to reach out to younger people isn't worth the money and effort, but here's the thing: you have to deal with this generation at some point. You are already driving major market shifts.
If you don't believe me, take a look at the numbers: Gen Z is projected to account for 40 percent of all customers by 2021, and one expert claimed, “Generation Z is one of the most powerful consumer forces out there today. Their purchasing power is $ 44 billion, rising to $ 600 billion when you factor in the impact they have on their parents' spending. "
If this isn't a reason to bother with Snapchat, I don't know what it is.
Brian Skewes is a freelance technology writer
5 Ways To Market Your Small Business During COVID-19