According to a recent Bloomberg report, Snapchat has surpassed Twitter in active daily users. So, is it time to jump on the Snapchat marketing bandwagon?
Not so fast. Brands are saying that despite Snapchat’s popularity, they’re sticking with Twitter for now. Business Insider reports 64 percent of brands are seeing a meaningful return on investment with Twitter versus 2 percent seeing a meaningful return on Snapchat.
But wait, there’s more. Snapchat wants brands to invest in their platform and will be adding new ad formats, analytics, and targeting capabilities for marketers in hopes to deliver a better return.
So back to that original question. Is it time for event organizers to add Snapchat to their marketing mix? To help you decide let’s look at a few pros and cons of Snapchat.
One-on-One Connection To Your Attendees - Snapchat is great at giving you a way to connect on a personal level with your attendees. People tend to use the application to talk to their friends. Keep your snaps friendly and personal and you might find you are successful.
Try behind the scenes snaps of your event venue and setup.
Contests and Giveaways - Does your organization like to incorporate gamification into your event? If so, you might want to give Snapchat a try, especially if your attendee demographic includes a lot of millennials.
Try getting attendees to send you snaps at different locations throughout your event for the chance to win VIP access, discounts, or front-row seating.
Poof! It’s Gone - The whole point of Snapchat is that the content you put there doesn’t last more than ten seconds. How much effort are you willing to put into something so fleeting?
If you do try to give it a go, focus on posting entertaining moments that will make your audience smile when they look at what you posted. The content may not last, but the feeling might.
Marketing Blinders - There’s a fine line between entertaining and advertising. Post too much, or don’t post the right things and your audience will soon tune your efforts out completely. Social media is not a place to shout your marketing message at people, and Snapchat users, in particular, don’t appreciate it.
Do you have permission to join in the conversation and have some fun without a lot of pressure to prove a return on investment right away? If so, it may be worth giving Snapchat a try. If not, stick with what’s already working for you.
Snapchat Marketing Gut Check
Is a significant portion of your audience millennials? Are you trying to attract more millennials to your event? Then Snapchat might be right for your audience. Especially if there is someone on your staffed well versed in how it works.
Do you cater to an older demographic? Does your staff already feel overwhelmed by Social Media marketing tools and techniques? You may want to save yourself some heartache and let other organization experiment with Snapchat marketing and wait to adapt their successes.