The Pros and Cons of Snapchat for Business.
If you’re over 24 years old, chances are that Snapchat is an anigma to you. To be honest, it’s a mystery to a lot of under 24’s as well. Snapchat’s overwhelming success with younger millennials and Gen Zs has meant that many businesses scrambled to find their place on the platform. Some found success, while others struggled to make it work. Before you dive into Snapchat for your business, let’s look at the Pros and Cons of the photo-sharing social network.
The Pros Of Snapchat For Business.
85% of Snapchat’s audience is under 35, with a large portion of that being in the 18-24 bracket. If your business is looking to engage with younger audiences, then this is the perfect platform to do so. The filters often tend to reflect fashion trends in under 24’s, meaning you can gauge which products or messages to use.
One on One Interaction.
A great benefit of Snapchat is the ability to strike up a conversation and interact with actual customers. You can chat or send photos to each other. Perhaps a follower has always dreamed of working in a company like yours, you could give them a personal VIP tour. Or maybe a potential customer wants to see how your product works. You could give them a personalised tutorial.
Great Way to Show Company Culture.
Do weird things happen in your office? Do you have an office pet your team love to photograph? Or do you have a job that involves going to fun locations? Show it with Snapchat!
Great for Influencer Marketing.
Partner with influencers? You could use Snapchat for some fun account takeovers. Give an influencer you trust access to your account, and they can snap away with your audience all day. They could host a Q&A session or give a sneak peek into your product or service.
The Cons Of Snapchat For Business.
Although it’s getting better, the analytics are very poor. It’s hard to check what works and what doesn’t. It can be hard to gauge from a marketing perspective if the platform has any benefit.
Short Image Lifespans.
Both snaps and chats only hang around for 24 hours. While they save to your phone, there’s no real archive of old snaps. While this can be handy for time-sensitive giveaways or promotions, it’s not great when your pure comedy gold is gone forever.
As content doesn’t hang around for very long, you will need a lot of material to remain active. Snaps are instant, and you can’t really upload old content without it appearing as a memory. This means you need to have a keen eye for Snapchat and keep snapping as much as possible.
Hard to Make an Impact.
Snapchat users tend to skim through the social network, just like other networks. Unlike other networks, it’s unlikely they will see that picture again. Unless you are consistent with your posting, it will be hard for your sporadic messages to get through to a user. Unless of course, it’s comedy gold.
Not for Straight Up Marketing.
Snapchat is not a broadcast platform, so constantly spamming adverts for your products or services is not going to cut it. You’re going to have to work out how to stealth promote your business. Showing your staff’s passions, sharing tips and tricks, and just being silly will help win over your audience.
Hopefully, this has helped in your decision on whether or not to use Snapchat. The platform is relatively business free, and those that are on it aren’t exactly making a splash. But if you can nail it, the benefits can be great.
YMG are a full-service digital marketing agency based in Chelmsford, Essex. We specialise in the sporting and fitness market. However, our elite sporting principles and services can be used to enhance any business.
YMG are the home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.