Is Snapchat really that great for Artists and Brands?
We need to talk about Snapchat.
I thought it had fallen off the wagon a few years ago, only to be used by my friends who love taking selfies and snapchatting their drunken nights out. Yet it seems to have made a come back - but I'm not quite sure why.
I get the theory behind Snapchat helping brands and artists - the concept could help you reach out to your audience on a more personal level and it could intrigue your audience with new products, songs or articles you're about to release. It's perfect for human-to-human marketing, but does it actually work?
Cosmetics brand NARS used Snapchat to release a preview of its Guy Bourdin colour cosmetics collection. They created a rule that only people who added "NARSissist" as a friend on Snapchat before 12.00pm EST on 24th September could preview it. It was a good idea with fairly positive feedback - the negative feedback being how short the video was. But it was also in 2013.
Another notable example is the World Wildlife Fund and Grey Group ad agency's #LastSelfie campaign, raising awareness of endangered species. The campaign encouraged Snapchat users to follow WWF, who created a series of selfies showing endangered species, which were sent out on Snapchat with the aim of users sharing the images across social media. They wanted to show that if people don't take action to save endangered species, they'll disappear - just like Snapchats.
The campaign was extremely successful. In the first week, it was posted by 40,000 twitter users, seen by 120,000 twitter users (which is half of twitter's active users), written about in more than six different languages and - most notably - it raised their entire month's target within just three days.
That's amazing. It was also in 2014.
Gary Vaynerchuk, the social media marketer who undoubtedly knows his stuff, is barking on about how "Snapchat matters to your business" because he "hasn't seen this much consumer attention on one social platform since early 2007 and 2008 with Twitter". He also claims that if you have "1,000 followers on Snapchat, 900 of them will watch your story."
Interesting. You should read his Huffington Post blog on the matter, if you're curious.
I'm sceptical, as you can probably tell. It's not that I don't believe that the idea of Snapchat is a stroke of genius - especially for artists, bands and comedians. It's just hard to fathom how exactly it can lead to a decent ROI.
I won't throw in the towel with Snapchat yet, though - given that it seems to be bubbling on the surface of a come back.
My life over the next month is going to be both chaotic and eventful - with an upcoming trip to Bournemouth next weekend (thanks to Travelodge), a four day trip to Berlin (thanks to me) and a flat move (thanks to, well, life). This seems like a good time to try out Snapchat - I certainly have a "story" to tell.
I'll follow advice from the experts, see if I can find any up-to-date examples of decent snappers and report back.
Let's see how this goes, shall we?
If you're curious to see how I use/fumble my way around Snapchat, my username is 'pippasays'.