Upon its introduction to the social media arena, Snapchat may have seemed like a fly-by-night app esteemed by teens and pre-teens without much purchasing power. But all that has changed. With over 300 million active users, Snapchat reaches 41% of 18-34 year olds in the U.S. And when it comes to the fact that 55% of users follow at least one brand, 60% of videos, including Snap Ads, are watched with the sound turned on, and the projected Snapchat ad spend is expected to reach $767 billion by 2020, you have to stop and wonder “should I be using Snapchat?”
The truth is, Snapchat may not work for every business, but it can work for many, and that’s particularly true if your business is relevant to purchasers in that 18 to 34 year old group.
If you’re convinced you need to consider adding Snapchat to your marketing plan, here are three things you need to do if you want to successfully get followers and make sales.
Use Promo Codes and Coupons to Reward Customers
When it comes to promo codes and coupons, urgency and exclusivity are two characteristics that can really make for a successful promotion, and because Snapchat aligns with those characteristics, it can absolutely become a great vehicle for distributing highly attractive offers.
You’ll notice that I said “highly attractive,” and that’s something to keep in mind. When it comes to Snapchat coupons and codes, you’ll want to reward and entice followers by making the offer seem special.
Issa Asad, author of Instant Profits with Snapchat, advises users to make Snapchat coupons good and infrequent, and urges business owners to show the value of the coupon. As such, you’ll want to consider being a bit more aggressive than you may be in your other channels and promoting hard-to-get items, exclusive brand launches, or simply highly competitive discounts.
And, as I’ve already pointed out, you’ll want to present offers with a VIP flare, and to do that, you’ll need to be a bit sparing in terms of how often you share them. If you doubt that approach, think back to your inbox and some of your favorite brands. It’s likely that at least a few of them consistently send out offers, and it’s equally likely that you buy on your own terms, assuming you can just open your inbox for an offer, as opposed to being persuaded something you receive regularly.
As a quick side note, consider getting a bit creative when you develop your Snapchat promotions. Offering promos on Snapchat isn’t as simple as it is on other social media sites, like Facebook. Entice users to take selfies with your products or watch videos to find the coupon. Be quirky, and not only will they come, but they will follow.
Provide Sneak Peaks & Inside Looks
Snapchat usage is governed by Millennial needs, and as you may already know, winning them over takes a bit more finesse and personalization that other generations. Your followers want to feel connected to you, but in a way that perhaps no one else does.
For that reason, sneak peaks into your office culture, new or upcoming retail spaces, interviews or interactions with key influencers, or even much-anticipated product or brand launches can seal the deal.
Not only do sneak peaks and insider exclusives make your followers feel like they have an “in,” they also create anticipation. Perhaps you’re debuting a style or service that isn’t going to be ready for a few weeks, but your Snapchat community, who have a first look, are already giddy with anticipation of the launch date. (They may even come back to see if you’ve offered any exclusive coupons!) A little glimpse can go a long way.
The great thing about these sneak peaks is that, due to the nature of Snapchat, you can control the amount of time they can be seen, meaning they aren’t circulating for weeks on-end, adding to that VIP feel and creating loyal brand followers in the process.
Share Your Snapcode. Then Share it again, and again, and again.
Snapchat seems to have made a name for itself by being itself, which is totally different from the other social media platforms out there (kudos to you, Snapchat). The way users follow other users, and even more specifically, brands, can be added to that laundry list of Snapchat’s unique approach to online social interaction.
There are no searches or streams of Snapchatter recommendations. Instead, you have to know the username or phone number of the user you’re trying to follow, or you can use your Snapcode, which is that ghost like icon surrounded by little dots (you’ve probably, knowingly or not, come across a few of these). Snapcodes, like QR codes, can be scanned in-app and used to follow a person or a brand.
Because there are only a limited number of ways by which users can follow you, you’ll want to make sure that you provide them with your username and/or Snapcode in multiple ways.
The goal is to make it easy for potential followers to find you, and to do that, you’ll need to add your username to your Facebook, Instagram, Twitter, or even company site. However, because Snapchat is really a great way to engage existing and potential customers, you’ll want to take advantage of the Snapcode.
Add it to table tends, posters, or any other brand collateral you may have. Users with the Snapchat app can then scan your code and start following right away. It’s a great way to incorporate offline swag with the online world, and it speaks to the exact target market you’re attempting to reach.
If you’re target market falls into the Millennial group, or your product or service seems to be one that would benefit from the quirky nature of Snapchat, it’s worth taking some time to learn more about the app and consider how it can round out your marketing plan. As you get started, keep these three tips in mind, and use them to snap your way into sales.
This article was originally written on August 8, 2017 and updated on January 27, 2021.