snapchat social spotlight

nick westergaard | branddrivendigital.com

social spotlight

snapchatHow to Build Your Brand and Engage Your Audience in Few Short Seconds

this is happening

Photo via Flickr user AdamPrzezdziek

people love it

Photo via Flickr user Yuko Honda

first impressions for many

Photo via Flickr user Tama Leaver

Image source: nebraskamovie.com

Thanks snapchat

snapchat social spotlight‣ By the Numbers

‣ How Brands Engage

‣ Things to Remember

By the Numbers

1

150 milliondaily active users

Source: Bloomberg

daily users are more than half of total users

Source: eMarketer

400 millionusers send approximately

snaps per day

Source: Edison Research

Producing engaging content is a persistent challenge

snapchat use is growing rapidly

especially among12–24

45%of snapchat’s user base is made up of millennials — this is higher than their

make-up on other sites

Source: Snapchat

it’s also the preferred social site for teens

Source: eMarketer

third most popular among college students

Source: eMarketer

younger millennials are more likely to use than older

Source: eMarketer

Producing engaging content is a persistent challenge

eating into Facebook activity

growing in awareness – ahead of linkedIn!

100%of users are mobile users

Source: Simply Measured

400%snapchat’s daily video views have increased

over the past year

Source: Bloomberg

6 billionvideos are watched on snapchat each day —

that’s five times as much content as facebook’s users

Source: Snapchat

Millennial females are more likely to use

Source: eMarketer

70%of overall snapchat users are female

Source: Snapchat

continued growth projected

Source: eMarketer

How Brands Engage

2

snapchat vocabulary‣ Stories — Stitched together content that stays for up to 24 hours

‣ Discover — A more permanent home for brands; professional

“one-to-many” publishing platform — selling content NOT ads

none of the usual profile features‣ NO bio

‣ NO profile pic (can take a basic “ghost pic”)

‣ NO link to your site

‣ NO easy URL to share with potential followers

‣ NO way to show up as suggestions are based on a user’s contacts

‣ NO robust search — Fox Movies isn’t foxmovies

anatomy of a profile

Source: MarketingLand.com

finding stories

Source: MarketingLand.com

what you can do on snapchat

Sneak PeekSpecial Fan Announcement Build Anticipation

what consumers are looking for

Source: GlobalWebIndex

geofilters

strategy matters more than ever

strategy matters more than ever

amanda lordy, nascar

Don’t do it (Snapchat) just for the sake

of doing it. Do it if you have something

to say.”

“

the RIGHTcontent on the right channel at the right time

strategic uses

New Orleans Saints Behind the Scenes

Hubspot Culture

Gatorade Sponsorship/Branding

Everlane Product Previews

General Electric Branding

need a following first

building a following: cross-social promos

do your researchsnapchat tip:

what are other brands doing? what are your customers doing? Your competitors?

Source: Simply Measured

post frequentlysnapchat tip:

like all forms of content, if you want a following set audience expectations

Source: Simply Measured

consider adssnapchat tip:

from geofilters to discover feature — WARNING the price tag is BIG

Source: Simply Measured

1 millionsnapchat ads are viewed up to

times per day

Source: Bloomberg

Types of ads‣ Snap ads

‣ Sponsored geofilters

‣ Sponsored lenses

key metrics‣ Views

‣ Exposure

‣ Lead generation, purchase intent

5x higherthe swipe up rate for snap ads is

than comparable platforms

Source: Snapchat

40%-60%a single geofilter reaches

of daily snapchatters

Source: Snapchat

20 secondson average, users play with sponsored lenses for

Source: Snapchat

9x higher conversion on vertical ads

content sharingand brand discovery

best uses for snapchat:

Things to Remember

3

Time for brands to experiment

Photo via Flickr user wwarby

Snapchat measurement‣ How many people have viewed your snap

‣ Who exactly has viewed a snap

‣ Not much else — No links = no referring traffic

don’t forget snap codes

his name is “ghostface chillah"

fun fact: snapchat acquired bitmoji

‣ Sour Patch Kids @sourpatchsnaps

‣ Everlane @EVERLANE

‣ General Electric @generalelectric

‣ Gatorade — no account but sponsored lens

‣ Warby Parker — @warbyparker

‣ GrubHub — @grubhub

‣ The New York Times — @thenytimes

‣ DJ Khaled — @djkhaled305

‣ Domino’s Pizza UK — @DOMINOS_UK

‣ Hubspot — @hubspotinc

10 brands doing it right on snapchat

Source: Hubspot

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