Social Media Influencer Marketing on Snapchat: A Beginner’s Guide to Picking the Best Social Media Platforms for Your Brand – Part 7

Social Media Influencer Marketing on Snapchat: A Beginner’s Guide to Picking the Best Social Media Platforms for Your Brand – Part 7

August 1, 2016 6:50 am

With more than 150 million active users, Snapchat is the in-vogue video-messaging app where users share images and clips that disappear after being watched. If Twitter is the best platform for taking the pulse on recent events and breaking news, Snapchat excels at showing viewers an unrehearsed, behind-the-scenes peek into day-to-day life.

Marketers should note that nearly 50 percent of users watch brands’ Snap Stories on a daily basis, according to a 2016 study conducted by Variety. With 18-to-24 year olds composing the bulk of its user base, Snapchat represents a bridge to connect with the young, hard-to-reach audience in a cost-effective and highly personal way.

Strengths:

Brand recognition, Great for specials or discounts

Target Demographic:

Teens and Millennials

Snapchat 101

Untitled document-15

In 2011 Snapchat launched as a niche messaging service, but it has quickly grown into one of the go-to social media apps for teens and Millennials. The core functionality is to share “snaps,” which are self-destructing photos or short videos (maximum of 10 seconds) equipped with various filters and editing features to add text as well as drawings. The images then disappear within seconds.

While most people use the app to chat with friends, the Live Stories and Discover features are on the rise.  Like Vine and Musical.ly videos, Snapchat Stories comprise a series of video snippets spliced together to form a narrative, whether funny, entertaining or inspiring. The difference between the platforms though is Snapchat Stories expire after 24 hours.

The Discover feature offers young audiences a unique way to consume news and complex current events problems such as the 2016 elections. Nearly 25 percent of users surveyed said they use the brand features and celebrity content as much as messaging.

Key Draws

Snapchat pioneered ephemeral messaging, and the short lifespan remains the main selling point since it liberates users from the social pressure of content being hyper-scrutinized. Thus, raw, candid material gains the most traction, while polished content thrives on Facebook and Twitter. There’s no rough drafts folder either, so everything has to published immediately.

“Candid moments are prized above staged shots,”  news assistant and web producer, Valeriya Safronova, told The New York Times.

Another perk is Snapchat is not as glaringly public as other platforms. You can share snaps privately with as little as one person or broadcast stories for all your followers to watch. The content will disappear within seconds.

Demographics

Brands seeking teenagers and Millennials would be wise to add Snapchat to their digital marketing mix, as a total of 45 percent of Snapchat users are aged between 18 and 24. With such a young user base, brands across all industries — from Gatorade to General Electric to GrubHub — have joined the app.

Young women in particular tend to be the most voracious consumers of Snapchat, with roughly 70 percent of Snapchat users being female.

For influencer partnerships, Snapchat is an engaging and highly personal way to interact with millennial audiences.

Important Metrics

There may not be any likes on Snapchat, but other metrics serve to monitor engagement rates.

Views are arguably the most crucial analytic because they indicate consumption of content. Each snap has corresponding view count, and unlike YouTube videos where a single user can bolster views by rewatching, Snapchat puts a cap so one person will only equal one view.

Story Views

(Reach)

  • number of unique views for first snap in story
  • initial buzz influencer is able to generate
Screenshots

(Engagement)

  • audience screenshots specific photo/video in story
  • clear pinpoint to what resonates with viewership
Completion Rate

(Audience Retention)

  • views of last snap in story divided by views of first snap in percentage
  • ability of influencer to hold attention over time

Screenshots, the loophole in the disappearing act that saves a photo to your phone, doubles as an engagement metric. In fact, top Snapchat influencers encourage screenshots as a type of call to action, prompting followers to share it on the Internet or draw on top of it. In this way, screenshots are an engagement metric similar to shares or retweets on Facebook and Twitter. (Note: When a screenshot is taken of a snap, the Snapchat influencer is notified.)

To launch a branded campaign on Snapchat, click here to contact Trending Family!

Recent Posts

 

3 Ways to Engage Millennial Parents with Branded Content

1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]

Read More
 

Lead time for influencer campaigns?

STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months.  Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]

Read More
 

Here are the videos that influenced families in 2017.

Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!

Read More
 

Holiday Case Studies from 2016 Influencer Campaigns

Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.

Read More
 

How to Convince Your Clients to Try Influencer Marketing

Influencer Marketing has quickly evolved into a pivotal tool agencies and brands can use to grow their audiences and sell their products and services.

Read More
 

Maintaining a Lasting Career as a Digital Influencer

As any digital influencer knows, maintaining relevancy and consistent popularity on social media platforms is no easy feat.

Read More
 

Finding the Right Influencers for Your Brand

In 2017, more marketers than ever are expected to incorporate an influencer marketing strategy as part of their marketing plans. Having an influencer marketing budget is important, but finding the right influencers for your brand or agency is of equal or of more importance.

Read More
 

Featured Influencer: Steps to Wander

Steps to Wander is a YouTube channel focused on travel started in September of 2013 by Corbin and Kelsey Scott and their soon-to-be first child, Juniper. For the past three years, Corbin and Kelsey’s videos featured them backpacking Europe and travelling across North America in their van.

Read More
 

YouTube Simplifies Metrics on Dashboard

The difficulties of measuring analytics on digital media platforms is overwhelming. Especially since each platform tends to have different metrics, advertisers can get lost trying to quantify the impact of their campaigns. Now, YouTube has announced its attempt to combat this issue by adding three basic statistics to their analytics dashboard: audibility, unique reach, and […]

Read More
 

Google’s Startup Incubator “Area 120” Launches Communal Watching App UpTime

Area 120, Google’s very own startup incubator, has launched Uptime, a new experimental application which allows users to share their live reaction to videos on YouTube.

Read More