Snapchat has lost eight top executives in the last year. For some people, this may well be a sign that they should be heading for the hills. Nevertheless, leaks from Snapchat, while never positive, demonstrate that the company is determined to make itself a viable marketing channel for businesses …
Snapchat has lost eight top executives in the last year. For some people, this may well be a sign that they should be heading for the hills. Nevertheless, leaks from Snapchat, while never positive, demonstrate that the company is determined to make itself a viable marketing channel for businesses of all sizes.
One of the main problems Snapchat has had is its inability to monetize itself. This is all about to change, and this article will show you how.
Asian Chat Apps
Asian chat apps have already managed to monetize themselves through heading in the direction of adding various digital games and other content, which either come with a fee or require a fee to make adequate progress. In other words, they have gone further than an ordinary chat app and made a full content platform.
In the new Snapchat, users will reap the benefits of video calling and stickers. These changes have been made in order to attempt to replicate the major benefits of other apps, including mobile-dominant ones.
Video Chat and Marketing
Snapchat has long suffered from the problem of not doing enough to differentiate itself from the crowd. In other words, it’s too much like any other text-based chat option. Nevertheless, that has all changed now that Snapchat has allowed the big brands in.
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For example, the likes of Fox and McDonald’s have submitted their ads that run alongside a user’s images and videos. This provides added exposure for their brands, although it’s yet to be seen how effective this is. Knowing what we do about traditional advertising and the younger markets, this may not be the best way to spend those advertising dollars after all.
Go Behind the Scenes
The fact is 1% of young people say that they are swayed by an effective advertisement. The next generation of consumers is brought up to despise and ignore these ads. It makes little sense to use Snapchat (primarily targeted at young people) to deliver traditional ads.
The best way to take advantage of the new and improved Snapchat is to deliver something that says something about your business without it looking like an ad.
A popular way of doing this is to send an image or video demonstrating what’s going on behind the scenes. Nowhere in this advertising method will you mention a sale or making money or deals on a specific product. However, you are getting your brand name into the minds of your customers.
This is all about understanding your audience and what they will respond to. It may be hard to change old methods, but the popularity of Snapchat makes it essential to success.
Make the Content Unique
Content is king and you have heard this all before. However, you need to give people a reason to visit Snapchat in the first place. If you have 1,000 followers on the network, 900 will see your story. This means the more people you can get onto this platform the better.
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To make this content unique you have to go out of your way to provide something that differs entirely from other social media platforms. How you do this depends on your business, but refrain from hitting the low-hanging fruit of contests and ‘like to win’.
More Personal than Ever Before
Stickers are big business in the messaging world. People will go out of their way to pay for them. Snapchat is a highly personal platform. To find out what someone is saying, you have to follow them. It’s impossible to anonymously crawl like you may decide to do on Facebook and Twitter.
So what does this mean for you?
It means you have to make a highly personalized marketing campaign. These leaks demonstrate that Snapchat is going in the direction of even more personalized content. Additionally, this leak shows that they will continue to go in this direction in the future.
You have to drill down into your audience and figure out precisely what they like. There can be no overlap when it comes to your content. If you are even a centimeter out, you are bound to lose out big.
Last Word – What You Should Be Doing
The hard sell, like on most other social media networks, is gone forever. Your best course of action right now is to join Snapchat as a normal user and discover how it all works. Spend some time working out all the functions and looking at the advertisements of other people.
This will teach you what people respond to and what irritates them. Get it right and you will reap great rewards in 2016.
AJ Agrawal is a writer, entrepreneur, and speaker. He is the CEO and Co-Founder of Alumnify Inc. Follow him on Twitter at @ajalumnify
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