Snapchat was launched in 2011. And today Snapchat remains one of the top 15 most used social media platforms in the world.
Even though Facebook, YouTube and Instagram have more users than Snapchat each month, using Snapchat for business could be an effective way for your brand to reach a new audience.
That’s because there are still 319 million active users on Snapchat every day. That’s millions of Snaps created, sent and viewed every day.
Advantages of Snapchat for business
First things first: Be aware that Snapchat may not be the right social media platform for every business.
However, if the following points match your brand values, it may be right for your brand to use Snapchat for marketing purposes.
Connect with a younger demographic
If your company wants to connect with people under the age of 35, Snapchat is the place to go.
Snapchat data reveals that the social platform reaches 75% of millennials and Generation Z and 23% of U.S. adults, beating out Twitter and TikTok.
The data also shows that Snapchat is an attractive platform for this younger audience. On average, users spend 30 minutes a day using Snapchat.
Get users to interact with your brand
While users connect with their friends through Snapchat, they are also likely to discover new businesses. Snapchat’s current design connects friends through the“Chat” button on the left side of the home screen.
It connects users to brands and content creators through the“Discover” icon on the right side of the home screen.
For example, in the Discover section Snapchatters can see content made by brands that use Snapchat for marketing, such as Cosmopolitan magazine and MTV. In 2021, 25 of Snapchat’s Discover partners reached more than 50 million unique Snapchatters around the world.
Highlight and showcase the fun side of your brand
The Snapchat app was designed to be casual and fun. It’s about being authentic, not picture perfect. Snapchat even calls itself the app for #RealFriends.
Many of the features you use are about being lighthearted, creative and even a little cheeky. For example, Snapchat has recently launched new ways for users and brands to express themselves, such as Converse’s Bitmoji and Snap Map overlays for Ticketmaster events.
How to set up a Snapchat account for business
To effectively use Snapchat for marketing, you’ll need to create a Snapchat Business account. It doesn’t matter if you use the platform for a large enterprise or if you use Snapchat for your small business: the Business account is required.
Creating a Snapchat Business account allows you to do more things within the platform. It gives you access to more features that will support your marketing strategy.
Your Business account will also allow you to create a Business Public Profile, which gives your brand a permanent landing page on the Snapchat app (kind of like a Facebook page). For more information, check out this video.
Some of the features you can access with a Snapchat Business account include
- Advertising on Snapchat through its Ads Manager.
- Target your custom creations by age to reach your desired audience.
- Location: target your custom creations to reach an audience in a specific area.
Here’s a step-by-step guide on how to create a Snapchat Business account
Download the app
Search for the free Snapchat app in the App Store (for iOS devices) or the Google Play Store (for Android devices).
Create an account
If your business is not yet on Snapchat, start by creating an account.
Enter all relevant information, including phone number and date of birth, and select a username that reflects your brand.
Set up a business account
Once you have an account, set up your Snapchat business account by accessing Snapchat’s business manager. You must log in with the same username and password you set up for your regular Snapchat account.
Enter your company’s legal name, your name, choose the country you will be doing business in, and choose your currency. From there, a business account will automatically be created.
start Snapchatting and creating campaigns!
Now that you have a business account on Snapchat, you’re ready to start advertising.
Creating Snapchat ad campaigns can help you reach your target audience and start designing fun and quirky content that fits the tone of your business.
what is Snapchat Business Manager?
Snapchat Business Manager is your one-stop shop for creating, launching, monitoring and optimizing your Snapchat business account.
Like Facebook Business Manager, Snapchat Business Manager offers integrated business management tools such as custom ad targeting, analytics, product catalogs and more.
These features allow you to create engaging and exciting business content on Snapchat in minutes. Plus, you’ll be able to track the performance of each Snap to make sure you’re reaching the right audience.
Special features of Snapchat Business Manager:
- Instant creation– Create an image or video ad in five minutes or less.
- Advanced creation: Built for in-depth campaigns. Narrow your targets, split test your ads, and create new ad sets within this easy-to-use tool.
- Event manager: Connect your website to a Snap Pixel to track the effectiveness of your ads across all channels. If a customer visits your website after seeing your ad, you’ll know.
- Catalogs: Upload product inventories directly to Snapchat to create a frictionless shopping experience right in the app.
- Web Lens Builder Tool: Create custom AR lenses to delight your audience. Use pre-made templates or build a custom lens from scratch.
- Create filters: Use illustrations or branded images to connect your audience with your brand in their Snaps.
- Audience insights: Learn more about your customers, what they like and what they are looking for with detailed audience data points.
- Creator Marketplace: Collaborate with top Snapchat creators for your next campaign.
How to use Snapchat for business
After mastering the basic beginner skills, incorporate these tips for effective Snapchat marketing.
Let your audience know you’re on Snapchat
If Snapchat is new to your business, the first step is to let your audience know you’re here. Since the platform is very different from Facebook, Twitter or Instagram, you’ll need to try some new techniques to get more followers on Snapchat.
There are several ways to spread the word.
Promote your Snapchat username
If you’ve built up a loyal following on other social media platforms, let those users know you’re now on Snapchat. Schedule Facebook posts. Or schedule Tweets that let people know you’re on the scene.
Share your profile link
Snapchat allows you to share a unique profile link to connect your customers with your brand.
To get your link, go to your profile and then click on your Snapcode on the left side. This will bring up a menu of ways to share your profile.
Click Share my profile link and copy the link, or share it immediately on another social account.
Create a custom Snapcode
A Snapcode is a badge that people can scan using their phone or tablet. Scanning it helps Snapchatters find you easily and quickly and gives your brand greater recognition. It works like a QR code.
Snapcodes also allow users to find your brand’s exclusive filters, lenses and content.
To create a Snapcode:
- Click the settings icon in the top right corner when you’re in your business’s Snapchat account.
- Select “Snapcodes” from the drop-down menu.
- Select Create Snapcode, and add your URL
In the same place, you’ll also see that you can create other Snapcodes and connect with other users through their Snapcodes.
For example, if you snap a picture of Teen Vogue’s Snapcode, you’ll direct a user to their Snapchat content. The Snapcode will be picked up in the Scan History or Scan from Camera Roll in your Snapcode settings.
Add the Snapcode or URL to your marketing products
This could include your website, your email signature, your newsletter, and more.
A Snapcode doesn’t have to be seen on a screen to work. You can also add your company’s Snapcode to marketing products. Snapchatters can use their device to find you on Snapchat even if they scan your code from a t-shirt, bag, or business card.
Have an effective marketing strategy in place
Snapchat may not suit every brand. As mentioned above, Snapchat is primarily used by people under the age of 35 and is known for being a playful platform.
But if that sounds good for your brand, have a clear social media strategy before you create your account.
- Research your competitors – are they using Snapchat, what are they doing effectively on Snapchat?
- Define your goals – what does your brand hope to achieve with its Snapchat presence? How will you measure success?
- Create a content calendar. This will help you know when to post content, what content to post and how much time to spend interacting with your followers.
- Determine the look and tone of the brand. Plan ahead so that your Snapchat presence is consistent and in line with your brand’s presence elsewhere.
Know your audience and track Snapchat metrics
Use Snapchat Insights, the built-in analytics tool, to see who sees your content, understand what content is performing well, and drive a Snapchat strategy that works.
You’ll be able to track important metrics that will help your Snapchat business strategy, such as:
- Views. You’ll see how many story views your brand receives per week and per month. You can also see how much time users spend watching your stories.
- Reach. See how many Snapchatters your content reaches each day. Scroll through the carousel and also see the average viewing time and percentage of story views.
- Demographic information. Understand the age of your audience, where in the world they are located, and information related to their interests and lifestyle.
Interact with other users on Snapchat
On Instagram, Twitter or Facebook, content from brands is mixed with posts from users’ friends and family. This is not the case with Snapchat. Here, content from friends and content from brands or content creators are separated.
Because of this split-screen design, you’ll need to engage to maintain your presence. Participate on the platform:
- View Snaps and stories created by others.
- Follow other Snapchatters.
- Collaborate with brands or creators.
- View Snaps sent to you.
- Respond to Snaps and instant messages sent to you.
- Plan to create content on a regular basis. Once you’ve used Snapchat Insights to know when your audience is on the platform, post at those peak times.
Use Snapchat’s many features to create engaging content
Snaps are designed to disappear, but there are many things you can do to elevate a simple image or video and make it engaging.
To help your content stand out from other brands’ content in Snapchat’s Discover section, use the following features:
- Draw over a Snap
- Write captions over Snaps
- Collect multiple Snaps to tell a story
- Add information such as date, time of day, location or temperature
- Add background music to Snaps
- Incorporate polls
- Adding a Snapchat filter (or several) to a Snap
- Adding a Snapchat lens
For example, publishers like National Geographic create Stories by collecting Snaps to share information as one of their articles would. Their Stories also encourage Snapchatters to click through to the website to read more once the Story is complete.
Take advantage of sponsored AR lenses
Snapchat’s augmented reality(AR) lenses change the way users experience the world. Simply put, they overlay digital effects, animations or graphics on top of a real-life image.
In addition, Snapchatters can interact with the overlaid image: the AR effects move like the real-life image.
Considering that more than 800 million Snapchaters use AR, creating a sponsored lens that reflects your brand can be an effective way to use Snapchat for marketing.
AR lenses are created using the free Lens Studio software. To date, more than 2.5 million lenses have been created using Lens Studio.
To create a sponsored AR lens in Snapchat’s Business Manager
- Design your artwork in 2D or 3D software.
- Import it into Lens Studio.
- Make sure you follow Snapchat’s lens specification guidelines. Since you are creating a lens for marketing purposes, make sure the lens displays your brand name or logo.
- Animate the illustration with effects in Lens Studio.
- The lens will be reviewed by Snapchat before it is available to the public.
- Once approved, publish and promote your unique lens.
By creating your own AR lens, you’ll reach Snapchatters looking for fun new lenses to play with and interact with. This also drives awareness for your brand.
For example, for the 2020 Super Bowl, brands like Mountain Dew, Doritos and Pepsi created sponsored AR lenses for Snapchat. These lenses were extensions of their TV commercials that aired during the Super Bowl, created to reach a wider audience.
Designing a sponsored geofilter
Geofilters are a simple overlay of a Snap. They are available to users within a specific area and during a specific time.
A filter can include adding an emoji or designed sticker, including location information, or changing the color of a Snap.
In addition to using filters that already exist on the platform, you can create a filter specific to your business.
To create a branded filter
Access the Create your own Snapchat filter section.
- Create the filter. Perhaps add your company logo, text detailing a product launch or special event, or other elements.
- Upload the final design.
- Choose how long you want your filter to be available. Select a start and end date.
- Choose the location where your filter will be available. Snapchatters will only be able to use the custom filter if they are within the area you have set. This is called a geofence.
- Send the request to Snapchat. The cost will vary depending on how long the filter is available and the extent of the geofence.
- Typically, filters are approved within three hours.
Advertise on Snapchat using its various ad formats
To get the most out of using Snapchat for business, you may want to plan to incorporate its various ad formats into your strategy.
The numerous ad formats available include:
- Snapchat Ads
- Collection ads
- Story Ads
- Dynamic Ads
In addition to raising awareness of your brand and products, investing in these different ad formats can drive users to your website and encourage purchases.
Target ads to a specific audience
With a Snapchat Business account, you can set specific filters for your ads to reach specific audiences.
This can help you reach Snapchatters who are already interacting with your brand. But it can also help you reach a new audience.
For example, you can target your Snapchat ads to a lookalike audience. This means Snapchat helps you reach people who might be interested in your brand because of their similarity to other Snapchatters who are already interacting with your brand.
You can also target ads by the user’s age, by their specific interests, or by their previous interactions as a customer of yours.
Stay up to date with the latest Snapchat features for businesses
Snapchat has introduced several new features recently. They’re creative and quirky. And they may not all fit into your business’s social media strategy.
Using AR shopping glasses
Recently, Snapchat has made it possible for users to buy products directly from their Snaps. The new shopping lenses allow you to tag products within your content, so users can easily browse, interact and buy directly from your catalog.
According to Snapchat, 93% of Snapchatters are interested in AR shopping and AR Lenses are interacted with more than 6 billion times per day
3D Snaps
Another interesting Snapchat feature is the 3D camera mode. This feature brings your Snap to life by giving it an extra dimension. When users move their phones, they experience that 3D effect.
This feature could be very useful for brands to showcase their new products or to show more facets of a product than a traditional snap can show.
Custom markers
One of Snapchat’s newest features is the addition of Custom Landmarkers. This AR lens allows users to build location-based lenses that only work in a specific area.
Originally, this feature was aimed at world-famous sites like the Eiffel Tower and London Bridge. But today, Snappers can create a Custom Landmark anywhere, including storefronts, businesses and more.
For brands, Custom Landmarks allow you to create a lens based on the location of your store, pop-up or any place that means something to you and your fans. This gives your audience an added incentive to visit and see your special lens.
Bitmoji Branded Suits
ever wanted to swap closets with your Bitmoji? Then this is the feature for you.
Brands around the world are excited about Snapchat Business’ new feature, Bitmoji Suits. This quirky integration allows your Bitmoji to wear clothes from globally recognized brands, such as Ralph Lauren, Jordans, Converse and yes… even Crocs.
In addition, Snapchatters can share their favorite Bitmoji outfit with a friend using the new outfit sharing feature.
Brands that get a piece of this pie will be able to have their product worn, shared and celebrated in the virtual world.
To use the outfit sharing feature:
- Go to your Snapchat profile and tap your avatar.
- This will open your customization menu. From there, click on Share outfit.
- Choose the friend you want to share it with and you’re done!