What is Snapchat?
Mostly used by a young audience, Snapchat has a wide range of features accessible via a simple interface. Spontaneity, creativity and ease are the hallmarks of this social network.
A sharing network
Snapchat is a mobile application for instant photo and video sharing. It is founded on an unconventional concept: the content is temporary. Content appears for between 1 and 10 seconds, depending on the sender's preference, and then disappears. This is what makes Snapchat stand out from other social networks.
On the platform, users can create a 24-hour story, i.e. share photos or videos continuously for one day to their friends and/or followers. Given the success of this concept, social networks such as Instagram, Facebook and TikTok have taken up the idea of temporary stories, even though their concept is based on the publication of permanent content.
Snapchat is also an instant chat platform that allows you to chat with one or more people in the same conversation. The difference with other applications is that messages are automatically deleted after 24 hours, just like Stories (unless you decide to save them).
The platform also has a feature that is particularly popular with young people: localisation. It allows users to locate not only their friends on a map in real time (again, according top reference), but also places and businesses. At a time when stalking is becoming an ominous norm, such an innovative approach is highly valued!
In addition, the platform proposes a space withpersonalised content called Discover. Snapchatters have access toadvertisements, videos and magazines based on their interests.
A young and creative platform
Snapchat has nearly 22 million monthly users in France. Most of them are between 15 and 25 years old and spend approximately 50 minutes a day on the application. They are mainly millennials (born between 1981 and 1996) and generation Z (individuals born between 1997 and 2010). 75% of this demographic has a Snapchat account, and therefore represent a strong potential customer base on the platform.
So why are young people particularly fond of the application? Firstly, it's simplicity and ease of use appeals to this audience: it requires minimal effort and everything is done very quickly (sending temporary photos and videos in a few seconds, instant chat, live location...). Secondly, Snapchat enables the creation of creative and original content that stimulates the imagination with various options:
- Option to add music to bring life to the content;
- Option to add text in the format of your choice (font and colour);
- Option to add emojis, stickers or images to the photo or video;
- Option to use a esthetic or offbeat filters.
Following its success, Snapchat recorded 23% growth between 2020 and 2021, i.e. more than 60 million new users worldwide in a single year.
Why integrate Snapchat into a local marketing strategy?
Snapchat is often overlooked in advertisers' media plans, but it is full of interesting options. The platform is based on geolocation, which is ideal for creating local campaigns and boosting point of sale traffic.
Building a relevant local communication strategy
With Snapchat, advertisers are able to create location-basedfilters. This means that when a user is in the vicinity of a sign, or simply wherever they are located, they have access to filters associated with those locations. For example, an individual in the 7th arrondissement of Paris will have access to filters representing the Eiffel Tower. This is therefore away of creating targeted, discoverable advertising.
The use of location doesn't stop there: Snapchat offers the Snap Map, a map of the world that allows users to discover people, events, and even businesses. In order to appear on the map, businesses must enter information such as their name and address. An itinerary will then be made available to users - Facebook and Instagram don’t have anything like this! This function presents a great opportunity to reach a young audience!
Another advantage of geolocation is the ability to create 100% targeted and personalised messages. But Snapchat's greatest strength is its creative, original and humouristic approach, perfectly suited to Millennials and Generation Z. This is also the case with TikTok, which is gaining more and more followers every day.
In general, Snapchat is ideal for targeting a population between 15 and 25 years old. The platform benefits from a dynamic and modern brand image, which enhances the value of products and services for new generations. Moreover, the range of features allows businesses to reach this audience in an original, quirky way that really stands out from other applications. It is therefore a complementary acquisition channel for advertisers!
Improve local campaigns through performance monitoring
Just like the Meta group's applications, Snapchat has an advertising manager, which makes it a media in its own right. Known as Snapchat Ads, it allows you to :
- Track campaign performance in real time;
- Analyse user data (interests, age, gender, location and devices);
- Create targeted campaigns based on the location and profile of Snapchatters.
This management tool offers a better understanding of the target audience and enables the systematic optimisation of campaigns. It is therefore important to use it as part of a local marketing strategy to increase digital visibility among the desired audience. Ads can be presented in many formats: videos, filters, lenses...
Specialised local marketing platforms such as DeepReach offer additional features such as advanced campaign trackingand analysis and geo-targeting. As an advertiser's trusted ally, they provide even more precise segmentation, resulting in optimised spending.
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Olivier LUC - Snapchat Ads Expert & Customer Success Manager at DeepReach states:
" Since the beginning of the year, Snapchat has been integrated into our platform, in addition to the other mediathat we use at DeepReach. Its settings allow us to determine a precise geographical area. The addition of Snapchat is a real opportunity to better reach generation Z and create a nice synergy of different mediums."
How do you create ads on Snapchat?
Advertising on Snapchat is a way to increase your visibility, your number of followers and your customer loyalty. Careful advertising is therefore essential to achieve these objectives. For this, the social network offers several advertising formats.
Before broadcasting ads on the application, it is essential to define the target audience. While this target audience is generally young, it must nevertheless be carefully segmented (location, interests, age, gender, languages spoken, wifi or network connection, etc.). This will allow you to create content with high added value. Another tip: the planning time allows you to better adapt your message to the time of day!
Once the target audience has been identified, one of the following objectives should be chosen:
- Brand awareness: getting your brand recognised;
- Consideration: generating consumer interest, and then loyalty;
- Conversion: driving action (encouraging purchases, visits to the site, etc.).
From this point on, it will be easier to choose the advertising format. There are several formats, including Commercials. These 6-second "non-skippable" advertising videos are very popular with advertisers. And for good reason, users cannot avoid them and are therefore fully exposed to the message.
Advertisers can also make video ads for Discover: Snap Ads. Unlike Commercials, users have the choice whether or not to watch them. In order to convince Snapchatters to watch them, it is important to create an attractive thumbnail with a catchy message.
Note: every month in the world, 2,91 billion users watch Discover videos. This is an opportunity to be snapped up!
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Advertisers can also create a sponsored location-based filter to promote a business locally. This is triggered when the user is near the brand or in a sales outlet. The filter is fun and creative, and allows the advertiser to promote their business while standing out from the competition.
Another interesting feature is Shopping Lenses. These filters integrate augmented reality to promote the products and services of companies in various sectors (fashion, health, beauty, real estate, restaurants, cars, etc.). They are different from other advertising formats because they allow users to test products virtually. Users can then discover models in different colours and sizes. Glasses, hats, make-up, clothes... Anything can be tried on!
Finally, in order to fine-tune the local digital communication strategy and encourage visits to points of sale, it is in the advertisers' interest to have the brands listed on the Snap Card. Moreover, this stage includes a very clever call-to-action: an itinerary to get to the point of sale.
The cost of an advertising campaign on Snapchat is relatively low. Advertisers can run ads for as little as €5 per day. This again highlights the potential of this platform, especially if the main target is young people. Although less popular than other social networks, the platform also has less competition. A godsend for businesses with small budgets!
How do you create a close relationship with users?
Even if local advertising is part of a good digital communication strategy, it is not enough to create a real relationship of trust and proximity with customers. You need to include them more in your general strategy, so they they feel part of something special, as opposed to mere spectators. There are several tricks to this.
Young people want to feel connected to their favourite brands and value full transparency. In order to strengthen this bond, it makes sense for brands to showcase their behind-the-scenes activities and share key moments such as :
- The manufacture of a product;
- Discovering company premises;
- The life of an employee;
- The testimony of a customer or a service provider.
To further engage such demanding customers, advertisers can also use competitions (promotions, new product launches,etc.). Generating interactions between users and companies, this marketing action develops both customer loyalty and attracts prospective customers.
Snapchat offers AR Lens, an immersive advertising format that gives Snapchatters the opportunity to experience a product from every possible angle using augmented reality. As if in a shop, customers can test the product and its various models. The target group is there by able to experience the product without having to physically go to the shop. This strategy, which creates an intimate connection while promoting a virtual experience, encourages sales.
Finally, retailers can directly interact with their followers through their stories. To do this, they simply need to stimulate their customers' curiosity by asking a question. For example, before the launch of a product, it is astute to ask the opinion of users: "What patterns or colours do you prefer ?” For a service, retailers can discuss the features or options.
In general, Snapchat strengthens the credibility of companies amongst younger generations, regardless of the industry. Indeed, this audience sees companies in a contemporary, progressive light. Moreover, interactions are particularly important for this audience, which is sensitive to the need to connect with brands. The social network makesit possible to establish this connection, even from a distance. In the context of a solid local marketing strategy, Snapchat is a real complement to other media channels.
