5 Brands that are Killing the Snapchat Game
“If you don’t snap it, did it really happen?” According to eMarketer, 71% of people between the ages of 18 and 29 actively use Snapchat. This new and rising platform is an incredibly powerful tools for brands to reach out to people on a personal level.
While many argue that content disappearing after 24 hours can’t possibly benefit a brand, I disagree. Because the content isn’t forever, users are forced to keep coming back. I think we’re all familiar with the term “FOMO” (fear of missing out), millennials don’t want to miss out on the reveal of a new product or not be a part of a giveaway from their favorite brands. This 24 hour disappearance rule is where Snapchat’s value lies.
Aside from the disappearing content, here are other key ways that one can use Snapchat for Business:
1. Storytelling through short-form videos
2. Promote Engagement with Snapchat Geofilters
3. Drive Increase in Purchase Intent with Snapchat Sponsored Lens
4. Provide Access to Live Events
Let’s look at 5 Brands that are straight KILLING the Snapchat game:
Last year and this year, Gatorade came out with a Snapchat Sponsored Lens where the fans could experience the infamous “Gatorade Shower” that football coaches enjoy when their team wins. This lends received over 165 million views — which was more impressions than # of people watching the Super Bowl. This triggered an 8 point increase in purchase intent.
2. Taco Bell
Taco Bell’s snapchat is my personal favorite, it’s a mix of unique story lines, crazy artwork, text overlays, and cameo appearances from internet stars. One of Taco Bell’s largest highlights was when they launched the Quesalupa using Snapchat. Not only did they have on-demand snapchat filters, but those running the Taco Bell Snapchat created storylines of different types of Quesalupa's you can make (vegetarian/chicken etc.). Taco Bell also released their large taco head Snapchat Lens last Cinco De Mayo—resulting in 224 million views in one day.
3. Kylie Jenner
If you’re a huge Kylie fan, like me, you know how hard it is to get some Kylie merch, especially her lip kits. Kylie uses Snapchat as her main platform to tease her upcoming makeup/clothing products, show makeup swatches, give release dates and times for makeup/merch. The way I see it, Kylie’s Snapchat game is centered around “you have to add me on snap to know details about my new products and release dates!” Which is super clever because I refresh my Snapchat 50 times a day to see if Kylie has released any new products or merchandise! Can we take a second to appreciate her Valentine’s day line?!
4. Sour Patch Kids
Sour Patch Kids does a great job of attracting customers through the art of story telling. We’ve all seen the Sour Patch Kids commercials-- “first they’re sour, then they’re sweet.” Using this statement, on Snapchat, Sour Patch Kids sends cute characters “Sweet” and “Sour” on adventures with TV personality, Logan Paul. Their funny antics, pranks and clever storylines have gotten the Sour Patch Kids more than 6.8 million Story Views.
McDonald’s started using Snapchat to bring some life into their celebrity endorsements by offering a behind the scenes look into their life. I, personally, love knowing what celebrities do during their down time. In McDonald’s case, there was a series of Snapchats around Lebron James and the behind the scenes of a commercial he was shooting. People demand transparency, and Snapchat is the best way to give them that.
I can’t wait to see what more companies are going to start doing with Snapchat—I’ve already noticed GrubHub has been using Snapchat as an outlet for hiring and talent acquisition!