Leveraging Snapchat for Effective Marketing Strategies | Study notes Digital Marketing

Chapter 7: Marketing with Snapchat

Learning Objectives:

Understand the strategic business value of using Snapchat for Marketing

Know how to create and optimize a Snapchat account effectively

Recognize the components essential to crafting compelling snaps

Implement a targeted content strategy for Snapchat

Navigate Snapchat advertising with proficiency in targeting options, ad objectives, formats,

bidding, and measurement

Grasp how brands effectively leverage Snapchat for marketing strategies

Comprehend the evolving landscape of Snapchat and its future trajectory for marketers

Sections Notes

Introduction to Snapchat Snapchat – an instant messaging app on which people or brands can

send photos or videos called snaps to their friends & followers.

oFeatures:

Set viewing time (1-10 sec or as long as viewers would

like)

Talk with friends, view Stories from around the world

Keep up on the latest Profiles, Lenses, Filters, and

Spotlight popular videos in Discover

oSnapchat Stories – allows users to add snaps to their stories &

available up to 24 hrs.

oSnapchat+ – allows subscribers to choose when Snaps expire with

My Story Timer.

Gain early access to a range of customizable options

Able to personalize the visual aesthetic and

functionality of the interface

Ability to designate a best friend

Customize notification sounds

Track the # of friends watching stories

What makes Snapchat popular among the younger generation?

oFun features: Face-swapping features, color filters, geofilters, text

overlay, stickers, lenses, bitmojis, and more.

Survey: 19,000 people reported Snapchat is the #1 platform

where people enjoy sharing what life is actually like or even

random/funny moments.

oUsers are free to be themselves, live in the moment, feel connected,

be open-minded, & be happy.

What snapchatters looking for, in terms of brands?

oThey’re looking for brands to meet them where they are &

transparently embedded themselves into everyday conversations.

oThey embrace visual communication, so brands must adopt a

camera-first mentality.

Founding and Growth of

Snapchat

Three Stanford University students (Reggie Brown, Evan Spiegel, &

Bobby Murphy) had the idea to create an app with disappearing

pictures

 “Picaboo” was launched in 2011 and then renamed as “Snapchat”

in the same year.

Evan Spiegel is the current CEO and only remaining founder involved

Partial preview of the text

Download Leveraging Snapchat for Effective Marketing Strategies and more Study notes Digital Marketing in PDF only on Docsity!

Chapter 7: Marketing with Snapchat

Learning Objectives:  Understand the strategic business value of using Snapchat for Marketing  Know how to create and optimize a Snapchat account effectively  Recognize the components essential to crafting compelling snaps  Implement a targeted content strategy for Snapchat  Navigate Snapchat advertising with proficiency in targeting options, ad objectives, formats, bidding, and measurement  Grasp how brands effectively leverage Snapchat for marketing strategies  Comprehend the evolving landscape of Snapchat and its future trajectory for marketers Sections Notes Introduction to Snapchat  Snapchat – an instant messaging app on which people or brands can send photos or videos called snaps to their friends & followers. o Features:  Set viewing time (1-10 sec or as long as viewers would like)  Talk with friends, view Stories from around the world  Keep up on the latest Profiles, Lenses, Filters, and Spotlight popular videos in Discover o Snapchat Stories – allows users to add snaps to their stories & available up to 24 hrs. o Snapchat+ – allows subscribers to choose when Snaps expire with My Story Timer.  Gain early access to a range of customizable options  Able to personalize the visual aesthetic and functionality of the interface  Ability to designate a best friend  Customize notification sounds  Track the # of friends watching stories  What makes Snapchat popular among the younger generation? o Fun features: Face-swapping features, color filters, geofilters, text overlay, stickers, lenses, bitmojis, and more.  Survey: 19,000 people reported Snapchat is the #1 platform where people enjoy sharing what life is actually like or even random/funny moments. o Users are free to be themselves, live in the moment, feel connected, be open-minded, & be happy.  What snapchatters looking for, in terms of brands? o They’re looking for brands to meet them where they are & transparently embedded themselves into everyday conversations. o They embrace visual communication, so brands must adopt a camera-first mentality. Founding and Growth of Snapchat  Three Stanford University students (Reggie Brown, Evan Spiegel, & Bobby Murphy) had the idea to create an app with disappearing pictures  “ Picaboo ” was launched in 2011 and then renamed as “Snapchat” in the same year.  Evan Spiegel is the current CEO and only remaining founder involved

in the company  Today, more than 406 million people daily, and 750 million monthly people are using Snapchat to create over four billion snaps every day  More people watch Snapchat’s coverage of college events like football, political debates, or music awards than on television Snapchat by the Numbers Marketing with Snapchat  Snapchat helps businesses: o Reach a unique audience  Specifically younger demographic o Raise brand awareness o Increase consideration o Drive action o Build brand-customer relationships  Allows brands to interact and develop relationships with followers on a 1-to-1 basis w/the ability to send snaps, DM or live video call to individual users.  Snapchat ads receive 2x the visual attention of FB ads, 1.5x more than IG ads 7 are 1.3x more effective than YT ads.  Additional reasons why brands should use Snapchat: o “People who use Snapchat, open the app 30+ times a day” (Snapchat) o “Snapchat is a low-cost marketing tool with a broad reach, and Snapchat is free and houses millions of active, daily users.” o “Snapchat offers a sense of urgency, unlike any other platform. With a set time limit for each Snap, the fleeting nature of Snapchat is appealing to many users.” o “Snapchat users are big buyers. 76% of Snapchat users purchased a product online in the last month Getting Started With Snapchat  Steps to establish a Snapchat account:

Download the mobile app and create an account
Create a username that matches the name of your brand or company
Update your settings so that Snaps are public  Public profile key features: o Add a Photo, Bio, Description, Location, Stories, and Lenses o Snapchatters can Subscribe to you o Show your Subscriber count o Advanced Insights : Story, Spotlight, Lens & Audience Insights help understand the performance of Snaps. o AR Lenses : Public Lenses to the Profiles so they can be discovered by all Snapchatters. o Native Store : Link a Shopify store on the Profile so Snapchatters can browse, try-on & buy through the “Shop” feature, turning Snapchat into a new point of sale. o Public Story Replies & Quoting : Use Story Replies to engage more deeply with followers & friends & use the Quoting tool to make new public Stories out of favorite Story Replies.

of videos o Quit edit – allows users to edit together multiple snaps at once.  Filters (static overlays); geofilters are location-based overlays  Lenses (dynamic filters with facial recognition)  Sounds and Music Other Snapchat Features  Shows o Snap Originals : Premium, made-for-mobile shows starring Hollywood icons, influencers, and creators. o Syndicated Shows: Syndicated Shows on Discover is way to repurpose and optimize existing content brands might have on other platforms.  Visual Search o Allows Snapchat users to simply point their camera at a product or barcode to find & purchase the product on AMZ.  Cameos o Allows users to be the stars of their own short, looping videos & send them to friends using the chat feature o Allows a fun interactive wat for friends or businesses to interact with others.  Snap Games o Allows users to play games w/friends w/in the app & no installation required. o Users can see which friends they are playing with, chat via text or voice & chat while playing.  Spotlight o TikTok lookalike o Users can share short-form videos How do you make Spotlight’s stand out?  Leverage comedy, franks, fails, and memes  Show off unique talents and abilities  Present satisfying visuals or ASMR sounds  Leverage tutorials, DIY, arts and crafts  Feature bright, colorful subjects and creative settings  Introduce the concept of your snap immediately by telling viewers exactly what they’re about to learn, verbally or through text  Save the final product or result for a dramatic reveal at the end of your Snap  Leverage music to sync important on-screen moments with shifts in audio  Create an original dance or challenge  Artificial Intelligence (AI) o Dreams allows Snapchatters to create imaginative and fantastical images, enabling them to experiment with various identities. o AI images allows users to describe their intended message in a brief and concise manner, after which the AI will craft a Snap that accurately conveys the message. o My AI , an AI-powered chatbot, allows users to engage in conversations and gain information on various topics.  Snapchat AR Scan

o Turn friends, family, and surrounding environment into anything they can imagine.  AR Shopping o Allows users to try on & visualize products from brands o Features:  AR Creation Suite  Try on  Cameria Kit for AR Shopping  Fit Finder  3D View Snapchat Content Strategy  Post short, fun content o Pictures and videos should not be focused on capturing the highest- quality moments. o Brands should have fun with snaps even when posing business content o Limits stories under 2 mins unless covering an event or tell a story  Post daily and at optimal times o Post before and after school hours o Evening or late nights are typically the best time o Optimal time: Fri. – Sat. from 10 p.m. to 1 a.m.  Tell a great story  Use landmarks o Custom landmarkers – allows brands to create location-based lenses than only work in that specified area.  Word of mouth: UGC o Video testimonials, how-to videos, or unboxing videos of customer reviewing products  Hold Snapchat contests  Offer incentives o 60% of college students would purchase from a brand if sent a coupon on Snapchat  Sneak peeks or behind-the-scenes stories  Holiday sales o Consumers expect discounts during holidays o Holidays keep brands top of mind through coupons or deals o Capitalize on social media holidays to keep followers engaged year long  Use influencers o Live Events, trade shows, product launches o NBA uses Snapchat to provide live access to the NBA draft, all-star game, slam dunk content & NBA finals  Provide access to live events  Lenses and filters Snapchat Advertising  Snapchat Targeting o Allow advisers to choose audiences based on what Snapchatters care about, what they buy, what they watch, and where they go. o Target by:  Predefined audiences

o Commercials  Non-skippable  Lasted 6 secs or 3 mins  Appear within Snap’s curated content section o Filters  Snap Bidding o Two types of bidding strategies:  Goal-based bidding : towards an action brand wants users to take (ex: watching a video or completing a purchase)  Automated bidding : set a bid amount on the brands behalf to automatically get the most goal actions  Measuring Snap Ads o Allows brands to monitor their ads in real-time, identify performance trends & optimize toward their goals o Metrics: total impressions, videos view, video-view duration, total spend, website visits, number of swipe-ups, swipe-up rates, app installs, and more.  Track Campaign Performance : get delivery and engagement metrics (impressions, swipes, installs & more)  Track Online Behavior & In-app Engagement : track actions taken on a website after seeing ads. Measure app install, app visits & post-install app events  Tools to Optimize Snapchat Campaigns : track online conversions & build retargeting audiences w/Snap Pixel Snapchat Success Stories  New Balance o Campaign “Holiday Gifting Concierge”  Leverage machine learning speech recognition & AR lenses o How did it work?  Answered questionnaire  Who are they shopping for?  Is the gift for someone that prefers to “spend time in nature” or “enjoy a cozy night?”  What kind of products are you looking for?  Prompted users to flip the care around to display 3 floating, wrapped presents  tapped & revealed gift ideas.  American Eagle o Dancing jeans lens resulted in a 9-point life in action intent & double-digit increases in time spent.  Shake Shack o Consumers were invited to a 4-day takeover of Shake Shack.  Experienced an augmented reality excursion with custom Snapchat Lenses featuring a custom shoppable lens, limited edition Snap Shack merchandise & free fries.  Ben & Jerry’s o Leverage augmented reality to transport consumers into a colorful festival scene with music, dancing cows, and a Cookie Dough Peace Pop  Ralph Lauren o Utilized Snap Ads, creating an immersive experience that involved gamification and showcased its brand and products with the

Snapchat camera. Looking Ahead Snapchat has successfully established a unique space in the social media sphere by positioning itself as the preferred platform for intimate interactions among close friends, especially among younger users. This strategic focus, emphasizing the cultivation of authentic connections with significant individuals, has played a pivotal role in sustaining the app's growth, even in the face of competitors like TikTok.

Leveraging Snapchat for Effective Marketing Strategies, Study notes of Digital Marketing

Related documents

Partial preview of the text

Download Leveraging Snapchat for Effective Marketing Strategies and more Study notes Digital Marketing in PDF only on Docsity!

Chapter 7: Marketing with Snapchat