Snapchat: Through the Marketers Lens
FUSE Fieldtrip - Recap
Snapchat is currently the world’s fastest growing social media app, boasting over 100 million daily users. On any given day, Snapchat can reach 41% of all 18-34 year-olds in the United States. This is great for brands wanting to connect with a millennial audience. We sat down with Snapchat experts to learn how influencers and experts are interacting on the app.
We invited Snapchat Canada’s Michael Wilson to introduce us to the platform’s advertising potential and chatted with experts who shared examples on how millennials, influencers and brand advertisers are using Snapchat. Here’s a recap of July’s FUSE Fieldtrip panel discussion.
What do you think the best feature of Snapchat is? (Lens, Filters, Chat, Discover).
Panelists agreed, watching stories and creating videos were the best features of the app. For influencer Hubert Leung of Good Food Toronto, “It’s all about the stories. That’s what gets everyone addicted.” Furthermore having the flexibility to add your own visuals such as stickers and cool lenses enhances the experience.
Who do you follow?
Panelists followed a range of Snapchat users, from influencers to celebrities, brands and companies. Hubert commented on the true influence of the people you admire, “Celebrities help attract many people to the platform allowing users a behind the scene’s glimpse of the private lives of celebrities and famous people.” For the millennial user, following friends and family is only worth it if the content shared is funny or entertaining.
Have you had a negative experience with brands on Snapchat?
FUSE account coordinator and millennial Snapchat user, Elaine Dickson says, “Brands and influencers need to be selective of the content they are publishing on Snapchat.” Often brands will share uncut, complete experiences at events like Taste Toronto or Taco Fest with snap-stories lasting 4 minutes. The key is to be selective of the content being shared on Snapchat and to only share the highlights.
Hubert added user experience is also about perspective, “It’s not about taking a picture and sharing, but it’s the character you create”. Social Media Expert /Influencer Jeff Lei agreed, “Users on Snapchat look for brands with personality.”
What is the best way for brands to interact with consumers on Snapchat?
Snapchat’s Michael Wilson suggests tapping into an influencer network and amplifying media buys through influencer outreach. Brands without Snapchat accounts can even engage consumers by leveraging an influencer’s reach – think account takeover. Jeff Lei suggests looking at your brand and doing what’s best.
How do you think Snapchat compares to Facebook, Twitter or Instagram?
In general, panelists agree, Instagram and Facebook are best for sharing life highlights while Snapchat lets the users share life moments. Jeff describes the platform’s differences best. “Consider new moms, Instagram is great for sharing the perfect shot of their child, while Snapchat lets you share the 15 snaps leading up to the perfect shot.”
For our millennial user, Elaine’s top three social media aps in order of importance are Instagram, Snapchat and Facebook. “I can easily spend 10-20 minutes on Snapchat swiping through filters.” For Hubert, “Snapping videos are more fun and you can chat with celebrities!”
Snapchat reports, people are keeping their phones vertical when watching video instead of turning it horizontally to watch the video in full screen. It’s no surprise that Snapchat is heavily pushing the vertical orientation of video viewing. FUSE in-house Snapchat expert, Sury Kim shared her unique client experience:
"Recently while working on Snapchat for a media publishing client, we hired a personality to take over the publisher’s Snapchat account He got really creative with it by coming up with a storyline that was truly headline-worthy. But the Snapchat content didn’t just end there- once he was finished the takeover, the downloaded snaps were uploaded to Youtube, posted to Facebook, picked up on Reddit, and the rest was history. To date, he has over 100,000 organic views on his videos and the story was picked up by various networks such as Vice and Yahoo." The Snapchat video orientation was still appealing to the audience even though it was posted in other channels and edited to fit into a horizontal video viewer (the video was framed in the center due to the Snapchat video orientation).
"Not only was the Snapchat video content engaging and authentic in the way it allowed the story to be told, it was because of Snapchat the millennial audience WAS and IS very much accustomed to the vertical orientation and consumed the content without hesitation. Contrary to my initial reservations of posting a Snapchat video to another channel," continued Surry, "since the video performed so well organically for him, I decided to promote the video for the brand on Facebook. The results? We received a relevancy score of 10/10, over 450,000 views and 8% engagement rate on the post."
What is your favorite Snapchat creation?
- Sury: Snapping events and being able to tell stories from a personal standpoint.
- Jeff: Motivational Mondays have become the first story his viewers see. People gave feedback and provide suggestions for the next motivational Monday snap.
- Hubert: Snapping an influencer campaign for Aroma Espresso Bar where he ate their salads only for 21 days straight, every day they gained new followers.
- Elaine: Being creative with photos and using the cute dog filter
And one more takeaway to consider:
A 15 year old has more snaps, heavier data usage, more engagement than any professional influencer due to their own behavior & circle of friends.
The content needs of brands continue to grow and yet the resources for developing and distributing content are, for the most part, flat. There are pressures at all levels to explore and create new efficiencies. This challenge sets brands up with the temptation of some dangerous practices to cut corners on content and buy their influence.
Checking my phone every five minutes. Scanning Facebook nervously for new messages. Careening wildly between pure elation and utter dejection. Wondering if maybe we should just break up already, and forget the whole %@*&ing thing. Sound like love?