The Basics: Snapchat 101
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Snapchat has approximately 36 million active users in the US, most of whom are between 13-25 years old and female. Some key terms are Snap (media sent via the app), Snapchat Story (collection of Snaps creating a narrative lasting 24 hours), and Snapsterpiece (drawings made in Snaps). The document discusses promotional examples from food companies 16 Handles and GrubHub using Snapchat contests and stories to engage customers and drive traffic. It also provides ideas for live events, scavenger hunts, and themed contests on Snapchat as well as tips for measuring ROI and best practices.
The Basics: Snapchat 101
- 1. Š2014, HelloWorldÂŽ â Confidential SnapChat Basics September 2014 Melissa Summers, Community Manager
- 2. Traffic and Demographics ⢠Approximately 36 million active users in the US* ⢠Core audience is between 13 & 25 ⢠70% of users are female ⢠18% of all iPhone owners use Snapchat ⢠Approx. 400 Million Snaps a day. 2 *Pew Research Estimate Terms ⢠Snap = any media you send via the app ⢠SnapChat Story = Adds Snaps together to create a narrative. Lives for 24 hours ⢠Snapsterpiece = slang for a great Snap but also a genre of Snaps that include drawings.
- 3. Promo Example: 16 Handles 3 Who are they? ⢠50 store Fro-Yo chain ⢠Young consumers The Promotion ⢠Snap a picture of yourself enjoying a cup of their frozen yogurt. ⢠16 Handles replies with a discount code for 16 â 100% off ⢠Because the coupon code will disappear consumer canât use it until theyâre at the register. Why it worked ⢠Kept the chain top of mind ⢠Provided incentive for revisit ⢠Generated lots of free promotional material the company can use for future marketing campaigns..
- 4. Promo Example: GrubHub 4 Who are they? ⢠You know. ⢠Online food ordering system The Promotion(s) ⢠Grubhub runs many different campaigns ⢠Snap back a food doodle, ten random snaps get free food ⢠Titles of recent contests: âSend us your dream foodâ âGive us your best food selfieâ. ⢠Using Snapchat Stories, a collection of snaps put together, they create a set of images to watch and get a promo code at the end.
- 5. Other Contest Ideas 5 Live Event ⢠Ask for Snaps related to a specific concert or sporting event. ⢠âYou have 2 hours to send us your snap of XXX. 10 random snaps are winners.â Scavenger/Treasure Hunts ⢠Send out clues at regular intervals ⢠Clues can lead users to a more permanent brand destination. Facebook page, contest microsite. Have a theme ⢠Set a theme in the morning ⢠Award random entries with discounts or feature a gallery of entries your website. ⢠Mashable employs this technique regularly. Todayâs SnapChallenge was to use emoticons in your Snap in clever ways.
- 6. ROI/Measurement 6 Snapchat Doesnât Live Alone ⢠You can take screenshots of the snaps you solicit but unlike Facebook thereâs no record of whatâs happening on Snapchat ⢠Support the Snapchat channel with other platforms. ⢠Allow your consumers to enter their Snapchat user name when registering for other communication with your brand. Key Metrics ⢠Number of snaps & followers ⢠Community Building. Take screenshots of key snaps and promote peopleâs Snapchat screen names.
- 8. Best Practices 8 ⢠Professional images arenât the goal for this channel, the less polished the image the better. ⢠Incorporate drawings with your snaps. ⢠Fleeting moments are key to Snapchatâs appeal. Show a sneak peek of a new product or make messaging vague to build excitement. ⢠Use the channel to direct your audience to your other marketing initiatives like a Facebook page, existing promotion or loyalty program.