WELCOME! TO TWO-THOUSAND-AND- ohmygod- SIXTEEN!
We hope you successfully survived the first full work week of 2016!
We start off this new year by looking back at the rise of the white and yellow ghost: Snapchat. 2015 promised to become a big year for Snapchat and its possibilities for marketing. Today we will focus on Snapchat Stories, a feature that you should definitely integrate in your social media toolbox. It allows you to string snaps together to create a narrative within 24 hours. After 24 hours the stories disappear. Pretty easy, you would say. However, creating a Snapchat story for your brand is not as easy as you think.
The Facebook Poke Flop
When you compare your timeline nowadays with the one you had a year ago, one thing stands out: the shiny glimmering visual content. Today, brands have only a few seconds to catch our attention and visual content is the ultimate tool for doing so. At the end of 2014, Facebook jumped on the visual/video trend by making videos available on the platform, competing with YouTube (it is even possible now to have a video as a profile pic). After Facebook bought Instagram, they added another powerful visual platform to their ecosystem. After the failed attempt to buy Snapchat for 3 billion dollars, Facebook threatened to overthrow Snapchat with Facebook Poke, a nearly similar app, which flopped big time. Snapchat is currently the fastest growing app. According to E-Strategy Trends, Snapchat is stealing away Facebook users especially among the US Millennials (12-24 year olds).
10 years of content per hour
Snapchat is booming, especially for generation Y. It reaches out to over 100 million active users per day. These users create more than 400 million Snapchat stories per day. It would take you 10 years to view all the photos shared on Snapchat in the last hour. More than 20,000 photos are shared every second. 45% of Snapchat users are aged between 18-24. To illustrate the success of Snapchat even further, watch the video below from Casey Neistat, who investigated how Snapchat murders Facebook for the new generation (source: Omniocracy).
Real vs. Perfect Stories
Where Instagram is always picture perfect and perfectly filtered, Snapchat owes its success to its ‘realness’ and ‘real-time reality’. Your Snapchat stories only stay available for 24 hours and your snaps for even less. Your product or brand needs to be suitable to show real/real-time stories, because snapping pictures from your office is not very sexy. Here are some dos and don’ts for your company’s Snapchat account:
- Use Snapchat like your target group uses it
To be able to do this, it is really worth it to invest time in getting to know the platform. Your Snapchat strategy will become much more effective.
- Snap video’s or pictures that, preferably, last MAX 3 seconds within your story
Blogger Frankie Greek puts it beautifully in her blog:
I’m serious about the leaving still images up too long thing. 3 seconds is the sweet spot (…) never longer than 7 seconds unless it’s a selfie of The Pope and Kylie Jenner.
– Frankie Greek – Snapchatstrategy.com
- Post regularly
Your content will disappear after 24 hours, which means that new followers do not have the possibilities to go through older content like they do on other social platforms.
- Make your total story length too long.
A story of 300 seconds will simply scare away users.
- Create a random story
A story needs to have a beginning, a middle and an end, even on Snapchat. When you are posting random snaps of the day without any obvious connection, your stories become boring and irrelevant.
- Post content that was made in the past
Snapchat is about now. Users do not want to see pictures of last week, they have Instagram or Facebook for that.
Do you want to get started with your brand’s Snapchat account? Some helpful tips can be found on Snapchat Support. And for some inspiration on creative Snapchat strategies you can visit: Snapchat Strategy.
Snappy New Year! 😉