Public relations professionals know that a successful campaign requires research, planning and staying on top of industry trends. This week we’re talking all about Snapchat, the mobile app. Haven’t heard of it before? In short, Snapchat is a photo and video sharing app that allows users to send “snaps” for friends to view for a maximum of 10 seconds.  Users can also add filters, draw on photos and write captions on their photos.  Here’s my take on how and why businesses should utilize Snapchat as a communications tool.

How brands can use Snapchat:

• Give an incentive.
  • You can put your snaps on “My Story”, which allows all of your Snapchat friends to view the pictures/videos you post to your story for 24 hours.  Give “Snapchatters” exclusive discounts via ‘My Story’. This will give users an incentive for adding your business on Snapchat.
• Use Geofilters.
  • “Geofilters are special overlays for Snaps that can only be accessed in certain locations,”  Snapchat.com explains.  Snapchat users on the Mississippi Gulf Coast might notice the Biloxi story, which allows our community to show others what the coast has to offer.
    

    As seen on the Biloxi story

  • Businesses can also take advantage of the Geofilter feature. For example, if you happen to be waiting in line at the McDonald’s drive-thru deciding which filter you want to use for your Snapchat selfie, you’ll notice an extra filter with a McDonald’s design. This helps solidify the business’s brand and also spreads the word to your friends that you’re using the business.

• Offer behind-the-scenes footage.
  • Users want to see the inside scoop.  Show them what your business is all about by taking them behind the scenes, which brings a more humanistic touch to your business.

Why brands should use Snapchat:

According to a study by the Pew Research Center, 41 percent of the nationally representative sample (1,060 users) reportedly use Snapchat. While Snapchat is not Facebook, it is a newer platform that Millennials (age 18 – 34) continue to use because it allows for a smaller circle of connection, with quick photo and video-bites. As this specific demographic continues to increase with buying power, business owners will need to step outside of the box to connect with their audience, and simply put, Snapchat facilitates this. Snapchat activity exemplifies a business on the cutting edge of social media trends.

Success doesn’t come at the snap of a finger, but staying on top of industry trends sure does help!  How do you feel about brands using Snapchat?  Let us know what you think!