Article
With over 100 million
active users and 400 million snaps per day, the social media platform is one of
the fastest-growing social networks in the world, and even though it caters
mainly to a younger demographic (18 -34yrs), it is becoming an essential part of
global marketing strategies.
Indeed, Snapchat’s
developers included certain features in the app that can be used to increase
community engagement (build and establish relationships with customers) and
brand awareness through innovative marketing campaigns; and as such, small
business in Nigeria can benefit even more by adding Snapchat to their social
media marketing which helps them to grow their brand with minimal effort.
Are you in Nigeria and
thinking of adding Snapchat to your social media marketing mix? Jumia Travel,
Africa’s No.1 online hotel booking site suggests three ways Nigerians can use
Snapchat for building brand and business marketing.
Offer
the target audience access to live events
The Snapchat app is wildly
popular among millennials, as unlike the older generation, they seem to enjoy
real-time footages. The real-time feature of the app makes it uniquely perfect
for real-time social media marketing as it gives the target audience instant
and direct access to live events. Snapchat can be a handy tool for business and
companies at their product launches, trade shows, big events including
anniversaries or at special events such as 1st person to reach a target
purchase etc. Snapchat gets your audience excited because you’re providing a
different, more authentic view of what is going on at the event. Business can
even also provide behind-the-scenes for these events and even private office
events like birthday parties, Friday afternoons or company outings, which help
create and engage a strong following as it makes the customers feel like they
are part of the process, therefore encouraging stronger brand awareness.
Employ
teasers to boosting marketing campaigns
Teasers are a powerful
tool for creating anticipation in the minds of clients and prospective patrons.
It is usually very short and punchy, and Snapchat, based off of short clips,
offers 10 seconds per snap which although not a very long time, is perfect to
pull off a teaser. A creative way to achieve this would be to create a series
of Snaps or even stories that build up anticipation for an event or product
release and include a viral element. Then, send out the short 10 second Snap to
select people, preferably target influencers and brand evangelists who will
also help spread the word. You could also choose random followers for a special
inside peek. A number of brands, especially in the entertainment industry, have
adopted this technique, and have teased new shows, events or movies on
Snapchat. The idea is to create anticipation and incorporate customers into
their Snapchat marketing campaigns so they can do some of your marketing.
Advertise
contests, perks or promotions
Nigerians definitely love
social media giveaways and promotions. The Snapchat stories expire after 24
hours, so it offers the perfect opportunity to host flash sales or send out
coupon codes. Business can succeed in Snapchat community engagement with a
variety of promotions, exclusive deals and contests by offering promo codes or
discounts to the fans who watch their Snapchat story. The company could also
ask followers to take a snap while holding their product to get exclusive
promotional offers. This technique
improves brand personality and creates two-way communication between consumers
and the brand. The company can also capture user-generated content while
increasing loyalty.
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