Marketing on Snapchat

Chapter 7 of Charello’s Essentials of Social Media Marketing covers marketing with Snapchat. Young people make up Snapchat’s largest market. Around 69% of people aged 13-17 and 62% of people aged 18-29 use Snapchat. However, usage drops off quickly as age increases. Only 25% of people aged 30-49, 9% of people aged 50-64 and 3% of people older than 65 use Snapchat. Those age statistics really narrow down the potential market without needing to specify any demographic requirements. This can be a good or bad thing, depending on your perspective. If you are a company looking to sell house maintenance services, Snapchat is likely not for you. However, if you are a company looking to sell tutorials on how to study better, marketing with Snapchat is a good strategy. In fact, 77% of college students use Snapchat daily so it is very likely that an ad selling information on how to be better at studying will hit a market looking to study sometime soon. This will be very good in terms of finishing the sale because the need is time limited and desperately needed.

An important feature of Snapchat is the ability to offer coupons. Coupons can help alleviate the fact that the market is so young. People aged 13-29 probably do not have a ton of spending money. Coupons can make them feel like they are getting a good deal so that they will be more likely to complete a purchase. Coupons also have a relatively short lifespan, which will give a feeling of urgency. This will also make it more likely that they will complete the purchase to save money while they can. Brands can also run contests on Snapchat, which helps spread organic awareness of the brand. In addition to awareness, these contests also spread goodwill toward the company. It shows that the company isn’t just in it for the money, but that they care about their customers. Contests can also make individuals feel special in the eyes of the company. Feeling special will help to build brand loyalty in that individual. Overall, snapchat has many options available to market to their audience in a very unique and effective way.


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