By which I mean it’s a platform I almost never use.
Because of that, I found the recent #CMGRHangout particularly helpful. I’d like to share some of the things I learned, and I hope you’ll learn from them too!
Snapchat works because it’s a beautiful collaborator.
- You can link it to websites so you can find and connect other influencers
- It works beautifully for group storytelling
- Actually, it works beautifully for storytelling, period
- Content is always opt-in—users CHOOSE to view content, so you know it’s a hot lead if they open yours
- It works nicely as part of a larger content strategy: storytellers often use other platforms to promote snapchat stories days or even weeks in advance
The one downside to Snapchat, for me, is the lack of data analytics available on the platform. I’m a big numbers fan—I want to see if the needle moved, how it moved, where it moved, because then I can start to piece together why it moved, so I know what to do or NOT to do next time. Delmondo has a pretty neat ebook that will address how to measure some of the basics—but the data you can get from Snapchat simply isn’t comparable to what you can get from Facebook and Twitter. And as a data-driven strategist, that bugs me. I need numbers, and the more the better.
Oh and hey, did you see Audi’s partnership campaign with Pretty Little Liars on Snapchat? Because genius. Millennials have been a hard target for them due to their split attention spans and uncanny knack of avoiding TV commercials. They decided to partner with Pretty Little Liars because the audience matched their target demographic of women 18–34 beautifully. They worked with the show to create supplementary weekly content for Snapchat, which they then promoted through both the show and Audi’s other social media platforms. The Snapchat content contained talent dropping hints about cliffhanger resolutions, answering fan questions, and general humour. Their return was fantastic.
Another awesome example of Snapchat’s collaboration features? Check out 11th Second’s version of Bad Blood by Taylor Swift. Flawless.
So, get creative. Snapchat is apparently THE place to be for storytellers. I guess that means I better get my channel up to scratch.
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