Even if you are not on it, you probably have already heard about Snapchat. The network has over 100 million daily users, 77% of them being college students. The platform allows users to send images and videos which disappear shortly after they are viewed. There are over 10 billion video views daily, even more than on Facebook. Snapchat received the unprecedented rights to show highlights of the upcoming 2016 Olympics. Clearly, this platform isn't just a fad and it is no longer only for teens.
Understandably, businesses are also finding unique ways to harness the power of Snapchat. The network isn't about a numbers game or accumulating huge followings like on Facebook or Twitter. This is one of the reasons businesses find it challenging to break into the platform if they try at all. Companies cannot ignore Snapchat any longer. Knowing that, here are a couple of things you have to be aware of before starting your company on Snapchat.
IF SNAPCHAT APPEARS CHALLENGING AT THE BEGINNING, THAT’S TRUE
The real value of Snapchat to your brand is to be able to tell a story using images and videos that build a deep personal connection with followers. Starbucks and McDonalds who were both early adopters delighted followers by using Internet starts video cameos, test overlays and zany artwork. Video teasers and "disappearing" promos create high user engagement and build brand awareness.
Snapchat isn't very intuitive and this is a big drawback for companies that are just starting out. When you first open the app it is not very clear what it's for or even how to use it: Exactly how do you take a snap and how do you share it? A "story", what's that? What are "lenses" and how do you use them? Is there really a point to doodling over an image? If you are not in the Snapchat target market of 24 and under, the app is far from DIY.
From what I can see, the biggest hurdle is to find people you want to follow and share your content with. Snapchat will help you find followers in your address book, however, if they are in the older demographic, they might be new to the platform too. While Twitter and Facebook are continuously coming up with followers based on your user profile and interests, there is not a "discovery" tool on Snapchat. You are able to search by user handle, however, you must know their handle or your search will be futile.
The best way to learn about Snapchat is to learn from someone who is really good at using it. There is no rocket science involved in taking a snap. You can find many beginner guides, however doing it well might be very different. Using text overlays is an art and adding "stories" features (a snap montage over the past 24 hours that your friends can view).
You have to make use of emojis, colors, animations and pictures to get user engagement. Creativity is essential for businesses first starting out - and having no role models it is hard to get inspired. Many new businesses never really "got it" and their accounts lie dormant after just a few months of use.
With all these challenges, getting started on Snapchat just became easier with a new app. I would not be on Snapchat today if my friend didn't suggest this app to me. I can now leverage the world's fastest-growing social network to suit my personal and business needs.
AN EXPLOSION OF NEW SNAPCHAT DISCOVERY APPS
One such brilliantly simple app is GhostCodes which allows you to pinpoint interesting Snapchatters and it also lets you get discovered. Peek is another app that that performs the same functions as GhostCodes but the added bonus lets you preview video from Snapchat users. Think of these tools as cheat-sheets for following the right users and learning how to effectively use Snapchat.
Begin by uploading your personal "Snapcode" which is your Snapchat profile picture that includes a unique QR code and setting up a profile outlining your interests. After that, you can search out the interests of other users. You can set up predefined categories like Foodies, Artists, Brands, Entrepreneurs etc. or you can simply search by keywords to get user names.
GhostCodes has a heart-based ranking system that displays how many users have "liked" other profiles, which gives you an idea of the power-players and influencers. Once you have downloaded the Snapcodes of the respective users, you can go back into Snapchat and begin following them. In the meantime, you will notice that your followers will begin increasing almost instantly as other curious users look to find out more about you.
A FIGHT FOR THE SOUL OF SNAPCHAT
Other social networks have this kind of network functionally built in so Snapchat doesn't sound like a great new innovation. We have to ask the question: Why aren't these discovery tools integrated into Snapchat?
The purists of Snapchat state that its purpose isn't to find new followers or to serve as a "popularity contest". They argue that there are other social networks that provide that service and they end up only being more about marketing and boasting compared to having a genuine conversation. Some have even argued that Snapchat gets its mojo from coming across as an “underground network”, it's power come from having to be really invested in it in order to use it. GhostCodes and other apps could upset the dynamic by making people too easy to find and follow as well as "ranking" them.
It is a good point, however, my Snapchat experience has been greatly enriched when I have followed interesting users that I would never have found without a discovery app. Many are suggesting that Snapchat move away from the "underground" roots it began with.
The visual montages sent out to friends or "Stories" started in 2013 and was a huge deviation from the private messaging application to an actual social platform. Snapchat's Discover channels has opened up the network where it uses published content curated from popular streams on BuzzFeed, CNN, and National Geographic.
Snapchat's own Live Stories where the site's best "snaps" for big events such as the Oscars to various spots in New York City are currently seen daily by 10 to 20 million users.
Snapchat's success is making it very difficult for it to remain only an intimate tool for exchanging videos and funny pictures among friends. Snapchat is growing up, it will be 5 in September, and it is almost inevitable and probably desirable from their perspective. It has a valuation of $16 billion and there is no doubt that there is massive potential to sell ads to those millions of eyeballs.
Businesses are now discovering new and innovative approaches to interacting with their customers on this platform that is growing up which is pushing that transformation faster and further. For potential Snapchatters, the best way to get going is to log in and follow the pros using apps like GhostCodes.
Is your business on Snapchat? Share your stories in the comments.
