Date post: | 23-Jan-2017 |
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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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