Marketing On Snapchat

Definition: Snapchat is a next-generation social networking site. The phenomenon of its popularity results from the essence of the activity,...

Marketing On Snapchat
Definition: Snapchat is a next-generation social networking site. The phenomenon of its popularity results from the essence of the activity, the content published there is ephemeral.

Despite a slightly smaller range of impact than other such portals (although it has long left behind such giants as Pinterest or Twitter), thanks to the disappearing content after 24 hours, it is characterized by a higher level of user involvement.

Publishers, knowing that their post is about to disappear, must constantly create new Snaps (this is how posts published on this site are commonly referred to - mainly films) to be constantly on the social sky.

Audiences must hurry to see you because the Snap will soon be irretrievably lost (not saved anywhere). Who wants to be up to date, must visit the website at least once a day.

Snapchat is a website that has hit the world of social media by storm. This is probably one of the most revolutionary ideas we have had to deal with recently on the Internet. Snapchat has 150 million daily active users.

Over 1/3 of them publish their own stories, i.e. photos and short videos. 60% of active users create their own Snaps and share them with their friends. Nearly 9,000 Snaps appear every second. Users watch 10 billion videos a day. These data show that Snapchat users are not only passive followers but also active creators.

The application is equally popular in Poland as it is worldwide. Snapchat has long been regularly ranked in the top ten of the most popular mobile applications, both on Google Play and the AppStore. In May 2016, the number of queries related to this service in the Google search engine was 1.83 million. This is a significant increase (by over 1100%) compared to the previous year.

Snapchat is as simple as it is brilliant. It is a type of instant messaging where - unlike other social networking sites, where the published content stays permanently, the Snaps presented disappear after 24 hours and are not saved anywhere on the web. It might seem a ridiculous idea, but in this madness, there is a method thanks to which young people fell in love with the website at first sight.

They can send messages (photos and videos) among themselves, being sure that no one will see them except the designated addressees. You can also publish messages in the Stories formula on Snapchat, which will be available to all users. Snapcash, on the other hand, allows you to send money, not just to friends.

Why is it worth it?

The attractive target group in terms of consumption - the nature of users is one of the factors why you should be interested in Snapchat in terms of marketing communication. This is a great way to reach a young audience. Currently, 60% of users are women, 40% are men. In Poland, as well as in the world, 82% of users are people up to 24 years of age, while half are users aged 13-18.

Interesting advertising formats - Snapchat is far ahead of other websites in this respect. It offers a wide range of possibilities to promote companies and products (videos, photos, graphics, articles, short notes, etc.). Sponsored posts in the form of editorial texts - native advertising (43% of revenues) and mini-stories composed of videos or photos (37% of total advertising revenues) are very popular.

" Respect" and recognition of users of social networking sites - Snapchat has an important position among people who use this type of portals on a daily basis. In the United States alone, nearly 30% of social media users are people who use Snapchat.

Snapchat is a very attractive advertising platform. It is true that companies spend more on advertising on other social networking sites, but this is due to the fact that the portal has only been fully ready for advertising for a year.

Entrepreneurs point out that the main obstacle to investing in advertising on Snapchat is the lack of tools to measure the effectiveness of activities. This situation is slowly changing. Recently, the website launched a platform for monitoring activities - Snaplytics.

SnapchatThe application provides access to data on user behaviour. Thanks to it, we can check not only how many users have read the story, but also how much time they spent on it.

Snapchat has only recently opened up to advertisers. However, it is currently very popular among brands. It provides great opportunities in this regard, although it must be honestly admitted that many marketers do not know how to use it in advertising communication.

Besides, the very specificity of the website makes it a difficult task. Snapchat is actually a stream of content accessible from within the app. This solution, which may be good for users, is quite a challenge for marketing specialists (it is difficult to generate organic traffic).

To be successful on Snapchat, you need to know what topics interest your users. Many companies use online tools to test the types of content posted on Snapchat (A / B Test). One of them is the Bitly Enterprise app, which shows the total number of clicks over certain periods.

Bitly also allows you to measure audience engagement. Most often it looks like the company publishes a few and observes which post gets more attention and which is commented more often and retweeted. With the help of this tool, you can also see how many users went directly from the Snapchat app to the media store with mobile apps.

Snapchat responds to any criticism, both from companies and users. It has practically reverted to the original version of the Stories feature recently. The new version is to eliminate annoying solutions, i.e. the automatic opening of new Snaps and the place where Discovery is displayed (this function allows you to discover interesting stories directly on the profiles of brands and publishers - in this group you can find the biggest TV tycoons).

Now, as before, the user selects specific Snaps himself in the Stories section. Instead of automatically opening Snaps, we have a Playlist feature. With it, you can personalize the information stream. As you change, your ads will appear between Snaps and sometimes at the end of a thread.

This modification is not only to facilitate the use of the website for users, but also to change the exposure of advertisements, and thus increase revenues in this regard. Snapchat, like any other social networking site, it has to balance between the acceptance of users and companies. The loss of popularity will quickly affect the Excel columns in the column - advertising revenues.

Snapchat has huge advertising potential, and companies can use it in many different ways. 5 of the most effective:

Live coverage - In the early 2000s, customers want to live access to all kinds of brand events. Thanks to the reports, they can keep track of all the brand's activities, from presence at trade fairs, through all kinds of social campaigns, and ending with participation in sports events sponsored by the company.

Snapchat is widely used by German Bundesliga football clubs, coverage on the site is promoted on advertising boards during the match and in other social media channels. With Snapchat, clubs can become global TV broadcasters.

Exclusive Content - Snapchat is a great place to publish unique content that users will not find on another social network. This is a great way to expand the user group of our profile. Even if older customers avoid websites for young people on a daily basis, when we offer them unique content, they may be tempted. Maybe they will even stay in the service for longer.

Contests and discount coupons - the website is great for running ongoing promotions, you can quickly react to occasional events and present related offers.

Look behind the scenes - with Snapchat, more and more companies take their fans from behind the scenes of events and events they sponsor or sponsor. Everyone likes to look there, find out who is behind each project, how the event is prepared and how it works from the inside out. The curiosity of users in this regard can be satisfied with the help of Snaps.


Opinion leaders - recently, influence marketing has been very popular. On Snapchat, brands can promote themselves with the help of famous people, music, sports or cinema stars. In Germany, on Snapchat Fanta will be advertised by YouTube star Julien Bam.

Experts point out that communication on Snapchat to be effective must be a bit more emotional than in other channels, and above all, authentic and credible. Users are young people and, contrary to appearances, they cannot be seduced so quickly. They are able to detect any artificiality quickly.

Customers want to hear from brands in a human way what is happening with them. Its users are fed up with corporate news, being a product of the PR department. However, even if every Snap will always be produced by the marketing department, let it, at least, meet the current needs of the recipients and speak their language. If you want users to notice your business on Snapchat, then:

  • tell them an interesting and engaging story, but one in which the recipients will see the relationship between it and the brand or the promoted product,


  • do not be bored, the story cannot be too long, with Snapchat you cannot absorb users' attention for a long time - that's where short videos count,


  • the story must be dynamic (the image must be recorded from several places), and the film itself must be edited in a very modern way. It is also worth using filters and all kinds of movie tricks.


  • give the company a face, customers like to see the company as an equal partner with the same problems and worries as them, they like to follow people, follow their various activities (it is best to present the company's life through one of its employees, it does not have to be the CEO right away),

  • present stories from different perspectives,


  • add sound, movies shot to the rhythm of currently popular hits are perfect.


Snapchat is an effective advertising communication channel, especially for the youngest group of customers. This is a new generation website, therefore it requires unconventional formats. Here, spontaneity and creativity count more than rationalism. While snaps do not have to be technically perfect, they do need to stay ahead of current online marketing trends. A bit like the film Tarantino Pulp Fiction once, which broke all the usual patterns in the cinema at that time.



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One Matrix: Marketing On Snapchat
Marketing On Snapchat
One Matrix
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