Ephemeral Content, Snapchat

Successful Social Media Marketing on Snapchat

Snapchat is the network that started it all when it comes to ephemeral content – their entire network is built on the idea of content that disappears after 24 hours (or, in the case of private messages, after one viewing). At first, it was purely a social network, with social media marketers not sure how to leverage content that disappears in their strategy.

But Snapchat’s been around for a few years now, and social media marketers have figured out how to work with it. Many brands are having huge success on Snapchat. Here are some things you can to do maximize your social media marketing success on Snapchat.

Post interesting content

This seems like a no-brainer, but I’m mentioning it anyway because a lot of people find it hard to post interesting content, especially if they’re new to social media marketing. Many times, people post things just to post something. A good rule of thumb is to ask yourself, “would I enjoy this if a brand I follow posted it?”

If you have a hard time with this, I’ll have a post up in a few weeks with ideas for content you can post on Snapchat.

Post regularly

I wrote an entire post on why you should post regularly on social media, and this holds true for Snapchat, as well. People will get used to seeing you and your content (and, if you follow the previous point, look forward to it).

Try a geofilter

Geofilters are filters (overlays that Snapchatters can put over their images) that are only available if the person is within a certain area. Sponsored geofilters can cost hundreds of thousands of dollars, but Snapchat recently released on-demand geofilters, which start at $5. It’s a great way to promote an event or something special going on in a certain area. Hootsuite has a great guide for setting one up that will tell you more.

Partner with influencers

Influencers (people who are already popular on Snapchat) will be able to help you grow your Snapchat audience. Many brands do “Snapchat takeovers” where they let an influencer take control of their Snapchat account for a certain amount of time. The influencer will promote this takeover to their audience, and their audience will follow the brand’s Snapchat to see what the influencer does. (Unfortunately, this method often requires you to have a big enough audience already to make it worth the influencer’s time.)

Keep the audience in mind

Snapchat’s user base is overwhelmingly young (some Millennials and a lot of Gen Z) and mostly female. Regular users open the app over 18 times and send more than 20 messages per day. If you’re going to be successful on Snapchat, you have to take into account who is on Snapchat and create content that is appealing for people under 30. It may even be worthwhile to consult with a member of Gen Z about your content when you’re still in the planning phase.