SnapChat is no longer an obscure social network only used by tweens and teenagers. Currently, there are more than 100 million daily active users on SnapChat.
What’s even more interesting is that more than one-third of SnapChat’s users are now creating stories, broadcasting photos and videos that last 24 hours.
Users are now watching 10 billion videos a day on SnapChat, giving SnapChat real credibility in the social media universe.
To see what all the chatter is about, let’s look at six exceptional brands that are trending on SnapChat and why.
#1: Taco Bell
Taco Bell tops this list for two reasons:
- Several years ago, they actually “broke” SnapChat for a day because so many fans rushed to follow them to see the vanishing information about the Beefy Crunch Burrito.
- In 2016, their Cinco de Mayo Snapchat lens was viewed 224 million times. This is the top campaign ever in the history of SnapChat.
Let’s look at that sponsored lens that turned consumer’s heads into a giant taco shell and even included Taco Bell’s bong sound.
Taco Bell launched this $750,000 campaign for just one day, and the average user played their ad for 24 seconds before sending it as a snap. The campaign was so successful, it generated more than 12 years’ worth of play in one day.
Why was it successful? It was creative, catchy, fun and interactive.
#2: Wet Seal
A retail company aimed at teens, Wet Seal used beauty blogger, MissMeghanMakeup to help target its demographic. How? It handed its account over to her.
For two days, Meghan documented her own story on Wet Seal’s SnapChat account while wearing and promoting their clothing.
Why was this campaign a resounding success? Wet Seal leveraged an influencer in the SnapChat realm to amplify their reach on a larger scale. They gained nine thousand followers during the 48 hours Meghan took over their account.
Audi is said to have won Super Bowl XLVIII after teaming up with Huge and The Onion to connect with users on SnapChat.
Audi shared striking images with witty slogans as the game progressed. This generated 100,000 views and 37 million impressions.
How’d they do it? They targeted Millennials with interesting photos and captions that drove a huge increase in followers.
#4: The Ellen Show
Ellen leveraged Snapchat by first announcing her arrival to the platform to her Twitter followers. She then invited Snapchat users behind the scenes of her show and offered up Grammy tickets.
This works because people want inside Ellen’s show and the freebies she offers.
#5: The NBA
The NBA uses Snapchat to give their fans things such as behind-the-scenes footage of players practicing before games.
Why does it work? The NBA Snapchat gives fans what they could only have if they attended the live event – an inside look at the players.
IHOP uses Snapchat and a geo-fencing feature to drive engagement. Their goal? To target people inside their restaurants.
How are they doing it? They are using the same custom geo-filters Snapchat uses, but they’re working directly with the brand to serve the ad only to IHOP customers.
Customers who use the app in the restaurant and take a snap can reveal an IHOP-themed overlay.
Within a few days of its launch, it had already hit three million views.
This works because it engages customers while in the restaurant and encourages sharing which extends IHOP’s brand message.
Now that we’ve seen what six exceptional brands are doing on SnapChat, it’s time to take a look at it for your own social media marketing.
If your audience includes teenagers, those ages 18-34, including Millennials, you may want to consider adding SnapChat to your social media repertoire.
If you decide to take the leap, here are a few tips to guide you:
- Snapchat users are expecting updates, deals, behind the scenes exclusives and fun.
- Use your snapcode to tell people how to find you since there isn’t a sophisticated search function or public stream.
- Provide coupons and discount codes. This plays on the value of scarcity since these are around less than 24 hours.
- Provide video tips and tutorials.
- Advertise on SnapChat.
There you have it – a brief highlight of SnapChat and the six exceptional brands that are trending there. Good luck as you venture into the world of SnapChat.
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Image: 贝莉儿 NG