How is Snapchat Changing the Way People Use Social Media?
Snapchat offers a unique opportunity to connect through brief, relatable encounters that can help forge an emotional connection between customers and your brand.
While some social media is used to convey important information, Snapchat prioritizes the ephemeral and encourages organic and unique content.
MAHATHIR MOHD YASIN / Shutterstock.comEnjoy fast and fun mobile conversation! Snap a photo or a video, add a caption, and send it to a friend. They'll view it, laugh, and then the Snap disappears from …
What is Snapchat?
Snapchat allows users to send photos that disappear after ten seconds or less, allowing users to share moments with others in real time. Yes, it sounds like something designed to share scandalous photos, but over 100 million users worldwide are using it to connect with friends by sharing their day. While there is etiquette about what’s too mundane to share on other sites, glimpses into a daily commute and videos of pets are welcome here.
One fascinating feature is the daily “stories,” featuring cities and events worldwide. Snapchat users are able to watch user-generated content in featured cities, from Los Angeles to Mecca. Users can also upload their moments while attending events like the Kentucky Derby and the Running of the Bulls, or while celebrating occasions like Pride and Christmas.
How are brands using Snapchat?
Brands began using the feature by creating their own Snapchat accounts, offering unique content to users who added the brand as a friend. For example, Major League Baseball teams have
accounts featuring players and behind-the-scenes looks during games.
Snapchat launched Snapchat Discover in January 2015 bringing users content curated by media outlets. There are currently twelve brands spanning a variety of content creators, including CNN, Cosmopolitan and National Geographic. This content is longer than ten seconds but still short and conveys interesting and relevant content quickly.
Brands have recently become more immersed, paying to appear to new users through featured stories or short advertisements between featured content. Universal Pictures promoted two of its summer films with graphics users could add to their snap, one featuring the minions and the other featuring the iconic “Straight Outta Compton” logo.
How can my brand use Snapchat?
Your Snapchat content should be unique from content posted on other platforms. It should offer your customers brief glimpses into aspects of the company you think they’d enjoy, whether it’s production, a peek at new product or what life at the company is like. You could also hold contests encouraging users to share how they use their product with you.
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