Tuesday, 11 October 2016

Can Snapchat pull businesses and consumers closer together?

When Snapchat was released in 2012, many social media users stayed clear from it because they didn’t get it. They thought it was used mostly for inappropriate things due to the nature of the app--that is sending a snap or video for no longer than ten seconds. Now, four years later, more netizens understand the app. Business are also starting to utilise its unique nature. Over 400 million snaps are sent every day and there are 26 million users in the U.S. alone. The core audience are aged at 18 to 25 and 70 percent of users are women. So for companies targeting this audience, Snapchat can be a useful tool.

What exactly about the app makes it unique and worth exploring?

Credit: http://all-about-airbnb.com/post/148348198206/airbnb-community-snapchat-account-takeover

Connecting on a personal level
Businesses can become distant from their consumers and ultimately lose them if they don’t break the barriers. With Snapchat, businesses can utilise the impromptu nature of the app and engage more on an “everyday” level that the audience appreciates.

Raw and non-sterile
As mentioned, Snapchat can be candid and spontaneous. This unique type of social engagement can be more effective than “sterile-type” advertisements on other media such as television. An example of how a huge company like Coca-Cola can utilise Snapchat is by snapping their staff working in their factories. This takes the brand closer to consumers by allowing them to view the products and the process from an entirely different perspective.

Time sensitive
Snaps last in your “feed” for only a maximum of 24 hours. Businesses can benefit from this as it creates urgency for viewers to engage quickly. If a business were to come out with a limited time offer in a snap, viewers would go crazy and engagement would peak. When businesses have sound footprints on Snapchat, they can expect audience retention to be strong as they would be willing to view snaps as soon as possible.

Nowadays, more and more people are using social media and businesses need to adapt to different social media platforms. Social media is still in its early stage, and its growth doesn’t show signs of letting up anytime soon. Businesses must therefore adjust the way they market to consumers using social media, and Snapchat is a good way to start.

Stanley Ritz Kurniawan
Current student in the Master of Marketing program at the University of Sydney Business School

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