How to Win Big With the Snapchat Influencer Network
If you’re marketing to Gen Z’ers or Millennials and you’re not on Snapchat, you’re doing it wrong. Luckily, we’re here to help you learn how to reach the right Snapchat influencers in the Snapchat influencer network and start marketing through Snapchat the right way.
Why Snapchat? If you’re looking for the younger demographic, this is where your target audience lives.
Here are 3 reasons you need to stop neglecting Snapchat:
- Snapchat is the fastest growing social media platform in the world.
- There are more than 150 million daily users.
- 71% of Snapchat users are between 18 and 29 years old.
Still don’t believe in the value of Snapchat? Just read this snapchat marketing case study or continue reading here. I’ll show you how you can benefit from using this extremely popular platform.
Here’s a complete guide to marketing through Snapchat, finding the right Snapchat influencers, and getting your brand seen with the younger millennial demographic.
Why is Marketing Through Snapchat Different?
Snapchat marketing is different because it’s not a regular type of advertising channel. It’s not like Facebook or Instagram, where you can pay to run ads, target an audience, and watch your conversions trickle in.
You can pay for ads that will show up in between stories when a user is watching them. But there’s really high competition and there’s no guarantee your ad will get shown to the right audience.
Users don’t really have feeds on Snapchat that they scroll through with the latest updates from the pages they follow. Instead, they have a list of recent updates from friends who have posted stories, and there is a section of promoted content.
Your organic reach is limited to posting stories that your audience will see on this recent updates list.
In this case, you’ll have to rely on organic engagement and brand awareness. And how do you do that? With Snapchat influencer marketing.
The Power of Marketing With Your Own Snapchat Influencer Network
Since Snapchat doesn’t have an advertising platform like Facebook does, and it’s super competitive to get your content to show up in a user’s feed, you’ll need to update your strategy. You can’t just pay for ads like you can on Facebook and reach huge audiences.
That’s where Snapchat influencers come in.
Using Snapchat influencers helps to promote your brand through word of mouth advertising.
Why does this matter? Word of mouth advertising is the most effective way to get customers to trust your brand and buy your products.
In fact, 20 to 50% of all consumers make their final purchasing decision based on word of mouth. The more savvy people become to advertising messages, the more they turn to people they trust for their opinions.
Snapchat influencers already have a big audience built up, so you can work with them to reach out to those users.
We’ll say this again: do not underestimate the power of Snapchat influencer marketing.
Here’s a video you might find interesting. Gary Vee, in his #AskGaryVee YouTube series, tackles the subject of Snapchat influencers by bringing some in as guest stars. Listen to what these influencers have to say and see for yourself why Snapchat can be a valuable resource for your brand.
How to Find And Approach Snapchat Influencers
Finding the right Snapchat influencers can be a little tricky if you aren’t that familiar with the platform.
Approach with caution and use the following tips when you reach out:
- Research your influencer and get to know their persona. What are they all about? Who is their audience? This information will be helpful for you to determine if they’re a good fit for your brand.
- Send them a personalized message, through their preferred contact method, and tell them a bit about your brand and your goals.
- Keep it respectful and friendly. Remember that they’re a professional, too.
- Make sure you give them a reason to join you. Offer them an incentive, like a payment, or outline the benefits that they get from your collaboration.
- Give them the opportunity to co-create with you instead of telling them what you want them to do.
Remember: always pick someone who fits with your brand and will benefit your reputation online. Don’t just choose an influencer for the sake of choosing someone.
How to Use Snapchat Influencers in Your Strategy
There are a few different ways you can use the power of Snapchat influencers in your strategy. When you get the opportunity to work with someone who has this type of power, you need to know what you want to do with it to channel that potential.
Here are 3 suggestions you can try to increase engagement and take advantage of Snapchat influencers.
1. Try a Snapchat Takeover.
This technique has been done by a ton of major brands, from Disney to Mountain Dew.
For a Snapchat takeover, you let your influencer take control of your brand’s channel for a certain period of time. They will freely post content on your Snapchat account during that time.
Why should you do this? Because your influencer will promote the takeover on their own channel, to their own fans, which will send those fans over to your channel. Now, your content is showing to a completely new audience and you’ll gain followers from a new market segment.
2. Create an On-Demand Geofilter and Get Your Influencer to Use it
Snapchat filters are a huge part of the reason people have so much fun on this app. You’ve likely seen the viral face swap pictures that took the Internet by storm last year.
Now, you can create an on-demand geofilter for your brand or your business. Create your own design or use a template.
Get your Snapchat influencer to use your custom filter on their own account. Their audience will see it and want to try it for themselves. Even if they don’t try it, they’re still seeing your brand and your name will get out there.
3. Publish a Tutorial or How-to Segment With Your Influencer
You’ve likely seen this done with cosmetic brands. They reach out to an influencer, get them to do a tutorial using one of their makeup products, and everyone wins.
On Snapchat, these tutorials can be done in short, quick videos that cater perfectly to your audience’s short attention span. It’s perfect for some quick content that doesn’t require too much planning.
Find an influencer whose persona matches your brand’s message. Then, get them to do a tutorial or walkthrough of one of your products. Their audience will get to learn more about your company and potentially follow you.
More Tips for Your Snapchat Marketing Strategy
Keep it light and fun. Snapchat is a playful platform, so make sure you keep up with that and don’t take yourself too seriously.
Snapchat is all about being spontaneous and random. Don’t post staged pictures or videos. Stick to impromptu, behind-the-scenes type content that will give users an inside look at your company.
The platform is also a great way to emotionally connect with your users. You can give them insight into your world and establish trust with them by doing so.
Millennials are on Snapchat a lot. For some, it’s a platform they can use to share content with their friends without their parents commenting on every post. And for others, it’s just a fun way to update each other on what they’re doing that day.
Regardless of why the younger demographics are using it, they’re there. And if your business targets anyone between 18 and 30, you should be there too.
If you’re having trouble developing a Snapchat marketing strategy, our experts at VPDM have seen real success marketing using the app. We’ll guide you through your strategy and help you develop a data-driven process that works.
Want to learn more? Contact us to set up a chat now!
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