First launched in 2011, Snapchat was initially used as a sexting tool.
But please keep reading, because this is not going to be about Anthony Weiner’s and/or Tiger Woods’ sexting scandals.
Snapchat, started when founders Evan Spiegel and Bobby Murphy were in college, is what has been called, “The World’s Hottest App; Or A $3 Billion Disappearing Act.” The app allows members to send photos to others that then disappear — exactly why it became a place for folks to send racy photos. After all, the evidence would disappear.
Now, Snapchat has become a fantastic venue for storytelling… and for businesses to tell stories.
The thing about Snapchat that most SMB CEO/marketers don’t understand is that it’s just not another venue to throw into an already feels-like-too-long-a-list-to-keep-up-with list of social media platforms. In fact, don’t do that; not yet — unless of course it’s where your target market is hanging out (see below).
Use Snapchat for the tool it is, because it’s a hell of a great tool. Get involved with Snapchat and use it to produce visual stories — it’s a production tool to create fun, fast and easy videos.
Just because your target market doesn’t hang out there (60% of Snapchat users are 18 to 24 and currently the 55+ market isn’t drawing calculable numbers) doesn’t mean you should ignore Snapchat. Use it to soup up the SM strategy you already have by making videos (that may be kitschy) that you can then post on Facebook, Instagram even LinkedIn.
Take a cue from big businesses, such as Marriott, which is producing “snapisodes” with millennial influencers who are traveling to Marriott destinations around the world. Their three-minute snapisodes are being produced for mobile devices. FYI, their NYC snapisode debuts on April 30 followed by Seoul on May 30 and Dubai on June 30.
But a Snapvideo doesn’t need to be complicated or professionally produced: See the video I made of a speaking engagement by Washington, DC Metro CEO, Paul Wiedefeld for the Greater Bethesda Chamber of Commerce.
If the Snapchat user base is your target market, then get there, and get there now. After all, today’s youth love their videos. Social media research shows that at 10-billion videos watched/day, in one year, Snapchatters watched 8 billion more videos in 2016 than they did in than in 2015.
Of course, the entire world is not using Snapchat—yet—but more than 100 million people do use it every day (spending an average of 30 minutes a day inside the app), and there are 200 million active users worldwide. Note: As an SMB, don’t put too much pressure on yourself to add Snapchat to your SM venue list. Even huge Marriott only joined Snapchat at the end of 2016.
In closing, here’s another Snapchat produced video — this one of Senator Elizabeth Warren speaking at Sixth & I in Washington, D.C. on April 24, 2017.