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When was the last time you took a selfie? Just now? 10 minutes ago?
When was the last time you asked someone to take your photo?
Whether you want to admit it or not, you are now a part of what they call the “selfie generation.” Why you ask? Think about your answers from the questions above.
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The Selfie
Since the has “selfie” happened, we all became more self-conscious. You get shy asking people to take a photo of you or take photos for you because you can now just do it yourself. I totally get it. I mean, why would you even bother a stranger or a friend to take photos of you/for you when you can just take a selfie, right? It’s just you and your smartphone. No hassle. No shyness. No judgment. And most important of all? It’s more personal than ever.
Since we basically can not live without our smartphones, the way we interact with people has changed massively; the way we digest and share information has changed. Gone are the days of traditional advertising. You construct a post on Facebook and voila, you’re able to reach a whole lot of people than you’ll ever do in your entire lifetime if you go the traditional way. It’s easier, yet still personal. Now as for businesses? It’s now easier too.
Make the Shift from Advertising to Storytelling
Brands come up with different ways (ATL, BTL, digital) to market their offerings, and continues to do so. But if you’ll think about one thing that’s changed the way they do it before and now, it became a whole new ball game. The digital world has grown and given more avenues to reach bigger audiences without the expensive price tag.
I’d like to think the word “Traditional Advertising” is coming to its end; at least in this current world that we are living in.
Why is “Traditional Advertising” Coming to it’s end, you ask?
Consumers have became smarter about determining which brands to involve in their daily lives, advertising alone isn’t enough for brands to market their product. You have to tell them a story. Take them on a journey. Sell them a lifestyle. Not only does it have to communicate benefits and value, it has to be relatable. How do you do that? Put yourself in your customer’s shoes. Target their emotions. Engage with your audience by using the language of social media.
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Why use Snapchat in the World of Storytelling
One of the biggest players on social media engagement right now is video. It’s everywhere! Not only that it promotes engagement on social media, it’s an effective platform for creating interactive content. And now you have one perfect tool to craft interactive content (including video): Snapchat.
I didn’t really get the whole point of using Snapchat for my business until about six months ago. I didn’t see it being an effective marketing tool for me, especially for certain brands because of its short-lived content. The story (compilation of videos and images you took) you’ve created will only last for 24 hours then it disappears. You can’t upload either videos or images, you have to take them and share them in real-time. And only your followers can see your snaps. Definitely not for everyone, as it takes a little more work, than other social media platforms.
Snapchat does hit every aspect. You can create content on your own (minus the technical editing) and it has your personal touch in the sense that its similar to a homemade video. You create your own story; you tell it the way you want it.
Consumers these days want to see and hear stories (close to reality) rather than a bunch of product placements and hard-selling, Instagram at the very beginning was like this, but the platform has changed over the years, with brands using content that is created before hand rather than instant raw content for the platform. I must say, Instagram stories is trying to capture that Snapchat marketshare with their new feature, which gives brands a way to send content without flooding the main Instagram feed..
I find Snapchat is the best tool and platform to humanise your brand. You can also inject humour and creativity with your snaps. And as for the app’s functionalities that I used to be frustrated with? They’re actually genius! They have great filters you can use to help add that humour and they are always changing them, so there is usually a different one you can play with!
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Tip: To get the filters hold your finger on the screen of the centre of your face for a few seconds and they will pop up!
The 24-hour stories promote a sense of urgency to content consumption for your followers. The real-time snaps could spark real-time engagement. Your followers can reply to your snaps. As for the limitation on audience reach, I believe Snapchat is effective in loyalty acquisition as it lets you engage a smaller community of your biggest fans — people who are genuinely interested in what you’re doing. These fans are more valuable, not just because an existing customer is more likely to consume your products than a new one, but because these people are more likely to become advocates of your brand. That’s the most important factor of a customer’s decision-making process before they buy a product.
It helps brands to be more creative with their snaps and just be forward on what they want to say, remember, you only have 10 seconds for each snap.
Here are other ways you can leverage Snapchat for your brand:
- Behind the scenes
- Influencer/account takeovers
- Contests/promo codes
- Product demos
- Exclusive previews and teasers
- Events (launches etc)
- Special Announcements
- Q&As
- Brand Awareness (GeoFilters)
Follow us on Snap Chat
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