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Snapchat kicked off as a clever new messaging app for teens, but has quickly moved into the mainstream. Brands are adopting the platform and creating whole new Snapchat marketing strategies. These are built around the 'intimate' nature of the platform which fosters one to one conversation - unlike the 'one to many' nature of the legacy players, Facebook and Instagram. There are no likes, friends or follower accounts. There's no pressure to build social equity. And you don't see other people's comments.
The unique nature of Snapchat presents brands with a whole new challenge in getting the right message to their potential customers. It's all about creating engaging and interesting stories. Austin Iuliano gives you a great primer here on how to do that.
Boost Your Snapchat Engagement
Want to know why you aren’t getting more people watching your Snapchat stories? Did you jump onto Snapchat and are floundering around like a fish out of water trying to figure out if Snapchat is worth your time?
Let's be blunt - the reason you're struggling is probably because your Stories are boring to watch.
But don't stress - let me be your Ben Kenobi and I promise you that these six tips will increase your Snapchat engagement and make your stories more appealing to a wider audience.
1. Storyboard Your Ideas
Often, people forget to have a strategy when they get into Snapchat. They buy into the hype, download the app, and just start posting random cat photos. Well, every story needs a strategy and this is where storyboarding comes in.
If you want your engagement to go up and people to get excited about what you’re doing, think about the story before you post it. Take 60 seconds to write out your idea, and storyboard it.
Once your storyboard is complete, look at how you can create some depth in the story. Use Snapchat to “show” and not “tell” your message.
An example of “telling" your message is doing a 10-minute rant, with the camera pointed square at your face. "Showing" your story is sharing your message through image and symbolism, in addition to those more common means......
The figures speak for themselves. Twitter is pretty much stagnant in terms of average daily users and Snapchat is growing it's users daily (and a greater percentage of those users are active daily). Snapchat users are also a younger demographic. Read this article from Sarah Frier at Bloomberg...
Snapchat now has more daily active users than Twitter
Snapchat Inc. has 150 million people using the service each day, said people familiar with the matter. That makes the four-year-old messaging app more popular than Twitter Inc. by daily active users.
Snapchat has been growing quickly, boosted by its popularity among young people. The app had 110 million daily users in December, said the people, who asked not to be named because they weren’t authorized to speak about the numbers.
Twitter, which was founded in 2006, has less than 140 million users interacting with the service daily, according to an average of analysts’ estimates surveyed by Bloomberg. The short-messaging service was once the largest social network after Facebook Inc. but has since been surpassed by Facebook’s other apps, including Instagram, Messenger, and WhatsApp.
Twitter has 310 million monthly active users, according to its most recent earnings report. The company doesn’t disclose how many of those people check in daily, but in the third quarter, it said about 44 percent of monthly users are active each day in the service’s top 20 markets. Twitter Chief Financial Officer Anthony Noto said at the time that the percentage had been stable but that “we’ll be sure to disclose” if there was a significant change. The company hasn’t given an update since then. This implies a daily active user count of 136 million. Twitter and Snapchat declined to comment...
Snapchat has been making big changes to it's platform as part of it's ad partner program. It appears to be looking after it's users too by making ads blend in better and be less intrusive.
Snapchat is about to have way more advertising
Snapchat has been evolving rapidly over the past few months by adding features and redesigning the app to boost its appeal, not just with teens, but also older users as part of a campaign for total media domination. And now it has launched a second front: On Monday, it rolled out its much-anticipated ad partner program.
In many ways, Snapchat has been preparing the ground for this move for some time now. It has been working on the ad partner program since the beginning of the year, including an API, or application programming interface, that will make it easier for advertisers to automate their ad buying. And the company has also been re-configuring the app so that those new advertising ventures will hopefully blend in better.
Just last week, Snapchat rolled out some fairly significant changes to the app that have turned it into much more of a stream of real-time content, with items from the Discover section—which includes video updates from outlets such as CNN and BuzzFeed—mixed in with Live Stories from news events and media partners. Publishers can now add images to their videos so that they look more appealing to users, and users can subscribe to specific publishers.
Snapchat has offered video ads for almost a year now, using a format it calls 3V—for “vertical video views”—but they have been created in-house and offered to a fairly small range of advertisers. Now, ads from outside agencies will start appearing in between the Snapchat Stories in users’ streams. And some of these will be programmatic in the sense that they will be delivered into the stream via the new API...
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