Should Your Company Use Snapchat?
With more than 170 million daily active users, an average of three billion snaps sent per day, and users checking the app an average of 18 times per day, Snapchat has taken over as one of the most popular social media platforms of 2017.
Snapchat is a live video stream platform that offers an easy way to engage with other users, view live stories from all around the world, promote live events, showcase special moments in your company’s daily activities, and more.
Brands using business to consumer advertising on Snapchat are reaching a young demographic, with 71% of Snapchat users being 35 years and younger. It’s no surprise that marketers are considering Snapchat as part of their social media strategy.
However, Snapchat isn’t for everyone. It’s important to determine if your target audience is using Snapchat. If they’re not on the platform, it’s not a good use of your time. Once you clear that initial hurdle, here are some other pros and cons of creating an account for your business that you must consider:
- Targeting a Specific Area: Area-specific filters, or geofilters, cover a geographically-bound area known as a geofence. Anyone within the geofence can use your geofilter, and it’s a great way to tell potential customers or clients that you’re in the area. Unlike an ad, users can share their personal experience with your business by using the geofilter. Plus, pricing for a geofilter can be as low as $5.99 per day!
- Website Promotion: A new feature recently added to Snapchat is the “swipe up” option. At the end of a snap, you can swipe up on your phone to learn more about the product, picture, or video. By swiping up, you’re redirected to a website or landing page with more information. The swipe-up rate is five times higher than the average click-through rate for other comparable social platforms, so it’s highly successful thus far.
- Direct Messaging and Direct Snaps: Similar to Facebook, you can directly message a user and vice versa through the platform. In addition, you can directly snap a picture to a specific user, where only that user will see the snap. Snapping customers directly is a great way to promote sales and other exclusive material. There’s nothing better than having a customer communicate with you directly!
- 24 Hour Expiration Date: One of the biggest disadvantages of Snapchat is that snaps are only available for 24 hours. After a day, the snap is deleted permanently. It’s difficult to determine the ROI of snaps. Therefore, it may not be beneficial to spend a ton of time and energy creating a snap for it to only be deleted 24 hours later. In addition, a user may miss the vital information in your Snapchat or Snap Story.
- Live Pictures and Video: If you are a consultant and are creating social media content for a client who doesn’t live in the same area, then Snapchat can be tricky. Because Snapchat focuses on live content, you have to be on-site at the specific event, headquarters, or business that you’re promoting.
- Ads Are Expensive: The cost for a daily nationwide 10 second ad on Snapchat is $3,000. The cost for a sponsored nationwide filter or lens varies between $450,000 – $700,000 a day. For smaller companies, those expenses aren’t feasible. Unless your ad is geo-fenced, it can be extremely expensive to have an ad on Snapchat.
We’d love to hear how Snapchat has been successful or not for your business. How are you using Snapchat to reach your audience? Share your experiences with us on our Facebook page!