Snapchat was launched in 2011. Originally viewed as a silly app that teenagers could send short videos, pictures and messages that would disappear after 24 hours.
Six years since its introduction, Snapchat is worth €16 billion and has 100 million monthly active users, majority millennials that on average spend 25-30 minutes on the app per day.
Snapchat is a great app to increase visibility, build relationships and show brand personality.
How exactly can brands use the app to engage their audience and create customer loyalty?
Offers and Promo Codes: Get to know your audience by offering them exclusive offers through promo codes on snapchat. This will give your customers a greater appreciation for your brand and enhance their customer experience while brands can gauge how engaged their audience is and what are their interests.
Real-time updates: Give your snapchat followers a chance to get to know your product and business by giving them behind the scenes real-time updates. This helps followers feel like they are part of your journey and intensifies their interest in your product/business. Followers become engaged in your process and start to talk more about your product/business and in turn become brand advocates.
Run competitions: What better way to encourage customer engagement and build a relationship with customer but run a competition. Brands can be innovative with their competition and also have some fun.
Example: Sephora ran a snapchat competition for $500 gift card where customers shared pictures of them with coloured on eyebrows using snapchats colouring feature. This proved extremely successful for Sephora and great fun for their customers.
Personalisation: A key ingredient for any customer engagement is personalisation. Snapchat lends itself to the personal touch. Snapchat allows the customer to interact with brands one-to-one through images, videos or messages and it’s very casual. This makes it easy for brands to connect with their customers and build a real relationship. A personalised brand filter helps in consumer engagement and really excites customers. This is also a great way to create brand awareness or introduce a new product.
Influencer Marketing: Influencer marketing is now the fastest growing aspect of online marketing and has a huge effect on both Word-of-Mouth (WOM) and Digital-Word-of-Mouth (DWoM) marketing. Snapchat is one of the most popular channels for influencer marketing due to its ability to conduct casual interactions. Brands that collaborate with influencers to promote their brand see up to 70% return on $2 investments and an increase in customer loyalty.