My kids take selfies all day long and then snap it away. Yes, they represent the general population and behavior of teenagers and young adults. 400 million “Snaps” get sent each day and 77% of college students use Snapchat each day. Sadly enough, only 1% of marketers use Snapchat (Source).
In order to understand a marketing opportunity, you need to first understand the target audience you serve. If younger generations are part of your target market and you are not leveraging the social media and other communication platforms they are addicted to, shame on you.
Second, you need to understand how different platforms work and how to take advantage of their features. Very simple and straightforward, Snapchat is a mobile app that allows users to send and receive “self-destructing” photos and videos. Photos and videos taken with the app are called Snaps. The sender determines how many seconds (1-10) the recipient can view the Snap before the file disappears from the recipient’s device. But I think the greatest opportunity comes if you dig a little deeper and understand some platform features. While doing so, make sure you look at your audience’s behaviors. The intersection of the two yields marketing opportunities.
I see great opportunity with Snapchat’s geofilters. According to Snapchat, geofilters are special overlays for Snaps that can only be accessed in certain locations. Artists and designers are encouraged to use this tool to bring their one-of-a-kind style to the Snapchat community. Simply choose the geographic area you want your filter to be available in and upload an image asset. All images must be original artwork and have to be approved by the Snapchat team.
I have watched my kids use geofilters. First off, they think it is a creative way to add something to their Snap. The geofilters also play right into their hand showing off where they are and what they are doing. Last weekend, we were walking around a particularly happening street in Brooklyn and my daughter made a Snap that looked like a postcard with her in it with the use of a geofilter.
One of the great marketing levers to pull (especially for younger audiences) is FOMO (fear of missing out). Marketers should be able to use Snapchat with geofilters for their store, their product/service via a virtual store at specific locations. For instance create a geofilter that says “Shopping for a Prom Dress at Macy’s” and a number of other references of the sort. Restaurants, bars, and clubs could run their own geofilters. Converse sneakers, Obey clothing, and others could establish pop-up store locations.
To date, Snapchat has not opened up geofilters to businesses and logos and trademarks cannot be used. But if you look at user behavior, opportunities for marketers, and revenue potential for Snapchat, I think the planets align … there is a great opportunity for a business/user/platform to eclipse.
In order for marketers to truly be successful with measured results for their brands, they need to understand audience behavior. They need to understand how their audience uses different technologies that hit the market. It is not about interrupting people and pushing brands in people faces, but rather creating a use-case that is not only acceptable by their audience, but motivates individuals to actually act and share. Yes, Snapchat has not opened up geofilters to businesses, yet … I think it is a matter of time. (Snapchat – are you listening?) But brands need to use Snapchat now, because their audience is addicted to it. Simply start posting creative pictures and content that inspires your audience.
Make It Happen,