Snapchat has become one of the most popular social media platforms today, with over 500 million active users worldwide. What started as a simple photo messaging app has evolved into a powerful marketing tool, especially for top brands looking to gain and engage followers. In this article, we will take a look at how these brands utilize Snapchat behind the scenes to achieve their goals.
One of the biggest advantages of Snapchat is its ephemeral nature. Content disappears after 24 hours, creating a sense of urgency and exclusivity for followers. Many top brands use this feature to their advantage by offering limited-time promotions, sneak peeks, and behind-the-scenes glimpses into their day-to-day activities.
For example, popular fashion brand, Burberry, uses Snapchat to give followers a backstage pass to their fashion shows. Followers get an exclusive look at the models, makeup artists, and designers as they prepare for the runway. This creates a sense of VIP access and makes followers feel like they are part of the brand’s inner circle.
Another brand that excels in using Snapchat is food delivery service, Grubhub. They leverage the platform’s geofilters, which are location-specific overlays that users can add to their snaps. Grubhub creates custom geofilters for different cities and events, allowing users to engage with the brand in a fun and interactive way. This also helps to spread brand awareness as users share their snaps with these filters.
Snapchat’s Stories feature is another powerful tool for engaging followers. Brands can create a series of snaps that tell a story or provide valuable information. For example, Sephora, a leading beauty retailer, uses Snapchat to share makeup tutorials and tips. By providing valuable content, Sephora not only engages followers but also positions itself as an authority in the beauty industry.
Furthermore, brands use Snapchat to humanize their image and connect with their audience on a more personal level. Take General Electric (GE) for instance. They use Snapchat to showcase the people behind the brand, giving followers a glimpse into the daily lives of GE employees. This helps to create a sense of authenticity and trust, as followers see the real faces and personalities behind the corporate logo.
Moreover, Snapchat offers brands the opportunity to collaborate with influencers and celebrities to further expand their reach. By partnering with influencers who have a large following on Snapchat, brands can tap into their fan base and gain new followers. This strategy has been effectively used by brands like Adidas, which partnered with top athletes to promote their products and engage a wider audience.
In conclusion, top brands are using Snapchat in creative ways to gain and engage followers. By offering exclusive content, utilizing geofilters, telling stories, and collaborating with influencers, these brands are able to connect with their audience on a personal level and build a loyal following. Snapchat’s unique features and ephemeral nature make it a powerful platform for marketing, and it is likely to continue to be a key player in the social media landscape.