Authentic Product Story Telling – Snapchat Marketing Part 3
In Snapchat’s ever expanding mission to build “a photo app that doesn’t conform to unrealistic notions of beauty or perfection but rather creates a space to be funny, honest or whatever else you might feel like at the moment you take and share a Snap,” the app now includes a way to share a collection of photos and save them past their 24-hour shelf life. This authenticity can be turned into a marketing strategy using Stories and Memories.
Telling a Your Product’s Story
Brands like Gatorade and Sour Patch Kids know exactly how to reach their audience using Snapchat and that means making up stories about their products.
You want your marketing campaign to include all your company snaps over a 24-hour period with such content as employees working on various tasks (maybe ask each employee to take a few snaps to add to the story), clients visiting, lunch meetings, afternoon coffee, a deadline rush on a new product or service and maybe capture some snaps of the team at drinks after work. The key to Snapchat Stories is to show realism (it is recommended to keep content G-rated since the age range for app starts in the early teens) and a day-in-the-life of your company. Add graphics, emojis, and stickers to the images to complement your brand personality and put your business’s experimental, fun side on display.
Some great examples of “Story” telling with Snapchat are:
Holding Products in your Customer’s Memory
Not only can you hold your products in Snapchat’s new Memories feature – a shareable, searchable archive of snaps and Stories – a little longer but in doing so you can share them on Snapchat (or on any other social media outlet) to engage your customers and prospective users. Memories also allow you to access your camera roll so if you’ve taken pictures at events that you want to include in your brand story but have not taken them through the Snapchat app, including them is now a snap!
Some ideas on how to mix new and existing content to get the most out of the Memories feature for your business:
- Showcase a Product Rollouts – Pull in all the images, snaps, or videos you’ve compiled between design and implementation of your products than produce this compilation as a Memory.
- Use Days of the Week Social Media Tags – Say it’s Throwback Thursday (#TBT), use images you’ve taken when your business was getting started and show a progression of events leading to your success today in Memory format. Wednesday Wisdom and Tuesday Thoughts will allow you to make liberal use of the Snapchat’s text feature!
- Share Your Company Business and Influencer Access – Do you own a software company? Are you a start-up venture capitalist? A clothing manufacturer? Share a day in the life of your company or a special niche you have such as writing simple code to add colorful fonts to a website or how to wear a seasonal scarf. Use the text feature to allow your customers to gain access to you and your expertise. Ask your customers to send you snaps or videos of their questions!
Snapchat is a deceptively simple app with lots of marketing potential where campaigns can be created and relayed instantly then quickly disappear only to produce more anticipation for the next big ad promotion. Look for Part 4 of this post where we will show you how to advertise your business with geo filters!