Motiv: 01/02/23

Insider’s Guide to Snapchat Marketing

What is Snapchat?

Snapchat is a social media platform created for sending photos, videos, and text

messages that disappear in seconds. There are several different features such as

Stories (photos or videos that can be viewed for 24 hours before disappearing),

Memories (saved photos and videos for viewing and sharing in the future), and filters,

lenses, and stickers to give your posts and messages some fun flair!

Snapchat isn't like any other social media platform out there. It’s all about real-time

videos, personal messaging, doodles and emojis, and quirky, fun content. The content

there is full of personality and is rawer, versus being buttoned-up and refined. So, you’ll

have to approach your strategy a little differently than other social media platforms.

Brand messaging that is TOO professional or salesy will be seen as boring and not

engaging. Instead, you’ll need to think outside-of-the-box and have some fun with the

content you share.

Why You Should Use Snapchat for Your Business

So why market your company on Snapchat? There are several reasons:

• Since it’s a different type of social media platform, there is less competition. That

means it’s easier to stand out and dominate!

• There’s no algorithm that decides which subscribed content Snapchatters will

see. If they’re subscribed to your business, they will be able to see everything

you post under the Subscriptions section of the app.

• It’s extremely popular with millennials, and an effective way to reach new

audiences.

• It’s a great way to show your brand’s playful side and engage with potential

customers.

With Snapchat, you can instantly connect with market-driving audiences. Here are just a

few facts about Snapchat’s users:

• 280 million people use Snapchat each day (on average)

• 75% of millennials and Gen Zers are on Snapchat

• Snapchatters spend an average of more than 30 minutes on the platform every

day

If you’re ready to get started with Snapchat marketing for your business, the first steps

are to create a business/ads account, setup your pixel, and then create a public profile

for your business.

How To Setup A Snapchat Business Account

Setting up a Business Snapchat account is quick and easy. First, visit

https://forbusiness.snapchat.com/ You’ll click the “Get Started” or “Create an Ad” button

to get started with setup. On the next screen you’ll enter your account details. Choose

your username carefully, you only get 15 characters to tell your audience who you are!

On the next two screens you’ll input the name of your business, your location, currency,

and phone number. And that’s it! You’re done creating your business account and ready

to set up your Snapchat pixel.

Setting Up a Pixel

Once you’ve created your business account and are logged in, click on the dropdown

menu in the top left corner of the screen. From there, under Assets, click the Events

Manager link. This will take you to the pixel creation screen. You can either copy the

pixel code to add it directly to your site header, or you can opt to use the Partner

Integration feature which includes setup options like Google Tag Manager. Snapchat

will walk you through each step in the process regardless of which option you choose.

Once you’ve finished setting up and installing your Snapchat pixel, it’s time to create a

Public Profile for your business so that Snapchatters can find you!

Creating A Public Profile for Your Business

Snapchatters can keep up with your brand by subscribing to your Public Profile.

Subscribers will be able to see your public profile posts in their Subscription carousel,

and non-subscribers will be able to find your brand by search, @ mentions, and the

Discover and Highlights sections.

With a public profile for your business, you’ll be able to see analytics such as Story

views, subscriber vs. non-subscriber views, subscriber growth, and engagement. This

information is accessible both in the app and also on the web-based platform for

business. You’ll also be able to add an ecommerce store (using Shopify) to sell your

goods on the app.

To set up your public profile, follow these steps:

• Log into your Snapchat Business/Ads Manager account

• Click the dropdown menu in the top left. Under the Business section, click Public

Profiles.

• Click “Create a Snapchat Account” or “I already have a Snapchat account”

• If you already have an account, login with your profile username and confirm you

want to link it to your business account

• If you don’t already have an account, you’ll be prompted to create a username for

your public profile

• Next you can input your profile information, including your profile picture, bio,

category, location, website, and email.

• Once you are done filling out your profile details, click “Create Profile” and your

account will be live!

Remember, public profiles are discoverable and a great way to be found organically and

build a following.

How To Leverage Your Existing Community

Many of your current community members probably have a personal Snapchat account

already. To help build your Snapchat following, reach out to them and tell them how to

find you there! Here are a few suggestions to get you started:

• Change your social media profile pictures to your Snapcode

• Share a link with followers that goes directly to your Snapcode by adding your

username to this URL: https://www.snapchat.com/add/USERNAME

• Talk about Snapchat in your YouTube and TikTok videos and invite followers and

viewers to join you

• Promote your Snapchat account in emails that you send to your existing

audience

Pro tip: Create content or an offer that is only available on Snapchat. Promote it via

email and social media to encourage existing community members to join you on

Snapchat and subscribe to your account there.

Strategies for Gaining Followers

Snapchat may be different than other social media platforms, but gaining followers

organically works the same way. The basic concepts are really pretty simple:

• Be a hub of valuable information

• Be trustworthy and credible

• Be entertaining

There are two main ways to share content with Snapchatters: posting Snaps and

creating Highlights.

Snaps and Stories

Your public profile’s Story feed is called Our Story. Our Story is simply a collection of

the Snaps you’ve posted in the last 24 hours, that play in the order that you created

them. These can be viewed by your subscribers, as well as non-subscribers that come

across your Story via search, or the Spotlight and Discover sections of the app. These

types of Snaps are a great way to share the day-to-day, behind-the-scenes of your

business. But remember, the Snaps in your Story only stick around for 24 hours before

they disappear.

When you create a Snap, you can add a website link as an attachment by tapping the

paperclip when previewing your Snap. You simply enter your link and then tap “Attach

to Snap.” This is the perfect way to share more info with viewers since Snaps are so

short by nature.

You can also create longer pieces of content by stringing together multiple Snaps. Don’t

go overboard though, try to keep it just a couple of Snaps for one content piece.

Highlight

Highlights are videos or images that stay on your public profile permanently and are a

fantastic way to really show who your brand is. You can add Highlights directly from

your camera roll or from your previously posted.

Here are a few Highlight ideas to get you started:

• Your most popular Stories

• Groundbreaking moments in your business

• Behind the scenes content

• An About You video

• Q&As

• Story series

• How-to guides

• Product demo videos

Remember to choose videos and images that are clear and easy to understand. The

title you choose has a lot of impact on potential engagement, so be sure to use text that

grabs interest.

Making Money with Snapchat

Making money with Snapchat starts with building trust. This is especially important on

Snapchat because sales-heavy content doesn’t do very well on the light-hearted

platform. Instead, you want to position yourself as a reliable, knowledgeable person (or

business) that wants to help them solve their problems and/or achieve their goals.

When people recognize you as the go-to for their industry, they’ll be begging to buy

from you!

A few ways you can make money using Snapchat:

• Offer a free report and upsell them on the landing page

• Offer a free training and upsell them via email

• Offer a special discount just for Snapchatters

• Promote your new product launches

• Collaborate with an influencer to promote your products

Another way to make money on Snapchat is by creating a store right there in the app!

The Shop button is a new feature that you want to take advantage of if you have a

Shopify store.

The Shop Button

If you have a Shopify store for your business, you can now include the new Shop button

on your public profile on Snapchat. When visitors click on the Shop button it will launch

a native store that features your products – they won’t even have to leave the Snapchat

app! Not only can you feature your products on your profile, but you can even attach

your store or individual products to Snaps just like you would add a website link.

Since this feature is fairly new, it may not be available on your account yet. If it isn’t, you

simply need to submit a request to Snapchat support to have them manually add it to

your account.

Ways To Expand Your Reach on Snapchat

Discover Feed

There isn’t an exact method to follow to get your content in the Discover section (those

darn algorithms!) but Snapchat recommends posting 3 or more Snaps at a time and

keeping the user in mind when posting your content. Snap Stories that DON’T look like

ads get engaged with the most in the Discover section. Also it’s important to note that

Discover filters out content from other regions – US users won’t be see content from

other countries in their Discover feed.

Topic Stickers

Add Topic Stickers to your stories to make them easier to find. These are basically

hashtags that help people discover your content. Users can browse trending topics or

search for specific topics to see what relevant content is available. Don’t be spammy

with Topic Stickers – make sure you choose stickers that best represent what your

content is about.

What About Snapchat Ads?

Snapchat has a self-serve advertising platform called Ads Manager that allows you to

create and launch ad campaigns, monitor performance, and optimize ads to improve

results. The interface is simple and it’s a really easy to use platform.

When you first create an ad campaign, you’ll need to select an objective. There are 10

objectives to choose from:

• Awareness

• App installs

• Drive traffic to website

• Drive traffic to app

• Engagement

• Video views

• Lead gen

• App conversions

• Website conversions

• Catalog sales

Snapchat advertising targeting lets you choose from various demographic options,

interests, behaviors, and more. You can also create custom audiences from your

existing customer list or past website visitor data. The daily minimum spend requirement

for an ad campaign is only $5.00, which means you can get started right away even if

you don’t have a big ad budget.

There are a variety of different ad types available on Snapchat. Here are some of the

Motiv

SNAOCHAT MARKETING

Entertainment

Beuty