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Posted on in Social Media Wednesdays
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How Brands Can use Snapchat to Engage their Audience

Snapchat, the social media platform that allows users to send 10 second snaps to their friends, or add “stories” for friends to see for a total of 24 hours before disappearing is rapidly growing to be one of the best marketing tools out there when used correctly. There is some sort of intimacy that Snapchat users get when watching stories – it is raw, unedited and more personable. Celebrities, brands and organizations are creating public Snapchat accounts to share behind-the-scenes with their followers. Gary Vaynerchuk, a digital marketing strategist, believes that Snapchat is the ephemeral, one-to-one experience that yields high engagement. He also adds, “reaching a smaller engaged audience is more important for personal brands than a massive disengaged audience. We have an article about choosing the best social media platform to engage your audience here, so once you establish that Snapchat is a good fit for your business or organization, follow these steps to develop awesome Snapchats that your followers will look forward to every day.  

Understand Snapchat

Each social media platform has its own personality. Therefore, do not use the same voice on Snapchat that you would use on Facebook. Take the time to see what users are posting. According to Hank Leber, Snapchatters are sharing fleeting moments, humor, secrets, simple chats, rare finds and generally unimportant things. So try to generate content that fits well with the aesthetic of the platform.

Manufacture immediacy

Another tip from Leber is to capitalize on the sense of immediacy that is created by Snapchat. “When they open the snap, that’s the only chance that you get.” You only get that one chance to garner engagement, therefore use this opportunity to illicit emotional response.

Have Fun

Snapchat is a fun platform. It does not matter what sort of brand you are, Snapchatters want to have fun when watching your snaps! Create fun things to engage your followers such as scavenger hunts, funny clips, art and even sneak peak into projects. Use Snapchat to give your followers something that they would not get on any other social media platform. It will keep them coming back.

Use it to Answer Questions

The immediacy of Snapchat ensures that you can engage with your audience effectively. You can have a question and answer session with them at a certain hour. For example, if your company sells a product, you can easily upload a quick video demonstrating how to use the products.

Be personable

Finally, make sure that you are do not sound too much like a brand on Snapchat. You have to fit into the aesthetic of your follower’s feeds. If your brand does not put out content that match others in their feed, you will probably get unfollowed. Have fun with it and do not overthink it. That’s the beauty of Snapchat.

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Guest Friday, 15 December 2017

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