That’s the question… At least this blog post isn’t a waste of your time! Ready to find out our opinion?
Taking pictures while putting crazy filters all over them, filming your silliest moments and sending them to particularly limited audiences, chatting with your friends and forgetting what you said a couple of minutes later (since your message disappeared)… Welcome to the fascinating world of Snapchat!
Haven’t been living under a rock for the past few years? Then you’re probably familiar with this dynamic and once very innovating app, but also with the huge competition it recently received from that other big social media player: Instagram and its Stories. With a whole lot of marketeers advertising both on Snapchat and Instagram, a very important question rises: is Snapchat a complete waste of time?
Let’s get one thing straight here: Snapchat is not for everyone. Not every brand – or even person – needs to be on it. Just like Instagram Stories, you have to take into account several practical implications for your strategy. If you’re gonna implement a Snapchat strategy, make sure you know what you’re getting started with. Snapchat is a very intense social channel to maintain: you’ll need daily content that’s dynamic, various and funny enough to share with your audience. Managing a fashion brand, famous musicians or trendy supermarket chain? Go ahead! On top of an international logistics company? Nah, not so much. Oh – and you’ll need a fair budget to spend on filming and content creation, that too.
Secondly: remind yourselves of the fact that Snapchat is not a platform to grow your audience. It’s a channel to nurture your already-existing audience. Campaigns on the app are crazy expensive, so just don’t get started if you don’t possess a stable followers base to begin with. Snapchat is useful for brands who have already proven, on other social media and via other marketing channels, that they’re interesting enough to grow an audience already. Snapchat is the ultimate tool for taking the relationship with your audience to a more intimate level – but, ask yourself: are you already follower-worthy enough? And, if yes: are you able to provide a different, more dynamic and intimate kind of content to those followers?
When implementing Snapchat in your marketing strategy, you’re mainly focussing on teenagers and millennials. Be very careful with that: in the eyes of these target audiences, there’s nothing worse than being corny and trying to be relatable… when you’re actually not. That’s sad, right? In that way, communicating through Snapchat is not only a waste of time, but it could also simply hurt your brand. Authenticity is key on every social channel, but on Snapchat, it is utmost important. It’s all about ‘personality’. Look at celebrities with successful Snapchat profiles: if it works for them, make sure your brand is build around a clear and ‘real’ identity. Don’t embarrass your brand trying to look spontaneous and cool! If it doesn’t feel right for your company or product, just quit and move over to other social media. Options enough, right?
In short: Snapchat IS a waste of time if you’re a big brand looking to be “relatable”, don’t have great stories to tell, aren’t communicating an awesome brand identity, or haven’t rocked your other social channels in the first place. If you’re not going to do it right, just don’t do it at all.
So… why not spoil your (already existing) Instagram fanbase with some great Stories instead of wasting your time on Snapchat? WE LIKE YOU at your service for any help with that!