Snapchat has seen continued growth in the last 2 years. It now boasts over 158 million daily users, with an average of 2.5 billion snaps sent per day, and users checking the app an average of 18 times per day. Given those stats it is no wonder that marketers are integrating the platform into businesses social media strategy.
That being said, Snapchat isn’t for everyone and every business. As with most social media strategies, the success of your campaigns on a specific platform relies heavily on if that channel is one your target audience engages with consistently.
If you’re considering Snapchat marketing for your business, it is important that you take the follow factors into consideration before investing your time and money in the platform!
Who is on Snapchat?
71% of Snapchat users are under 34-years old. Therefore, if your target market is a younger demographic, Snapchat is definitely a platform you need to be on. However, for businesses with a target audience skewed towards an older age range, other social media platforms may prove to be a more effective investment of time and money.
Do you have adequate content for Snapchat?
Snapchat is all about instant content. Because content disappears after 24 hours, if you are not willing to constantly update the platform, your business will be left with no content visible to users. It is important that you are prepared to share share share when using Snapchat! If you generally plan out your content, or don’t have things happening in your business day to day which you would like your target audience to engage with, then Snapchat isn’t really for you.
How does advertising on Snapchat compare to Instagram or Facebook?
If you do decide you want to invest in advertising on Snapchat, it is important you are aware as to how it differs from that of Facebook and Instagram. Ultimately, Snapchat is a more expensive advertising platform than both Facebook and Instagram (and to put it in perspective, it costs more to advertise on Instagram than on Facebook). Additionally, ad content on Facebook and Instagram will have a longevity that Snapchat just can’t provide, however, that is the nature of each platform.
If you look at the above and realize that Snapchat isn’t the right fit for your business, there are other mechanisms that will allow you to integrate video content into your social media strategy!
Check out Facebook’s Messenger Days, Facebook Live videos and Instagram Stories to help increase user engagement with video content. Alternatively, if you feel like your social media strategy needs to be refreshed, contact us and we can help develop a strategy to align your business with your target audience.