A Snapshot of Snapchat

By Jenn Alessi


Unless you’ve avoided the internet and social media for the past few years, you’ve probably heard of Snapchat by now. It’s one of the fastest growing social media networks with over 100 million daily active users and 8+ billion video views every day. It’s no wonder businesses are starting to use Snapchat as part of their online strategy. But what exactly is Snapchat? And how can you use it?

Snapchat is a mobile app that allows users to send pictures, videos, text or drawings that only last up to 10 seconds before disappearing. There are a variety of filters, special effects and geofilters that Snapchatters can layer onto their pictures and videos. The “Live Story” program allows users to share local events, holiday celebrations, or daily affairs for 24 hours, while the “Discover” channel houses various content from brands. So how can you use Snapchat for your business?

Live Events: Give users a front row seat or backstage pass to your event. You can share photos or videos with your followers in real time, like when Michael Kors partnered with Snapchat for a “Live Story” feature at New York Fashion Week. Users felt like they were a part of the experience by seeing behind-the-scenes videos and sneak peeks that they couldn’t get anywhere else.

Celebrity Takeovers: Try partnering with online influencers or even someone within your company who is well known on the app. The MLS ran a full week of Snapchat takeovers by featuring star players “taking over” the MLS account. They documented their lives off the field and delivered plenty of access and entertainment to their fans.

Hide a prize and send your followers on a scavenger hunt. The Tonight Show with Jimmy Fallon occasionally posts photos on Snapchat, hinting at where they’ve hid tickets for that night’s show. It’s a great way to connect with followers and reward them for their continued brand support.

“Traditional” Advertising: Snapchat places ads within a Live Story or on the Discover channel. Similar to a commercial on TV, your ad starts playing in between the featured pictures and videos. Of course, users can tap the screen to skip through the ad, but that’s all the more incentive for advertisers to get creative with their content.

Snapchat shows no signs of slowing down anytime soon, so try incorporating it into your social media strategy. Show off new products, give your brand a personality, and get creative with your account. If you’re in need of some inspiration, turn to DJ Khaled who definitely has the key to success.