I have to be brutally honest – I don’t get the appeal of Snapchat. But then again, I don’t belong in the generations they serve, primarily 18-32-year-olds (Gen Y) and 13-17-year-olds (Gen Z). However, after downloading the app and spending some serious time with it last weekend, I am starting to understand its appeal– especially for those trying to target the before mentioned generations in a new and exciting way.
Let’s take a closer look at what Snapchat offers and how brands are using it at an event. But remember this – all snaps only last 24 hours – so make sure whatever you do here can be replicated on other channels for the long-term sustainability of your message.
What Snapchat Has to Offer
Live Stories
Users can record what is happening and store it under their own story and share it with the public.
Discover
The Discover channel is where a combination of snaps, stories, and sponsors converge together. Text stories and ads can be intertwined with the stories.
Snapcode
Sponsors can advertise their Snapchat handle on Snapcode, making the company easier to find. However, some companies are taking this a step further by adding their Snapcode to their giveaway merchandise.
Geofilters
These filters, which can cost between $10-$1,000, can be made available for a specific period and cover an area of 20,000 to 5,000,000 square feet. They can be customized to the interests of the users they are trying to reach, so when the Snapchat user approaches them, a specific call-to-action will appear on the user’s screen.
In Conclusion
Even though I don’t fully understand (or possibly appreciate) all that Snapchat has to offer, I can see that it has real traction in the 13-32-year-old market because it is a video-driven by short, personal stories.
If you haven’t downloaded the app yet, give it a whirl. Worst case, you waste an hour or two trying out an app that might not work for your event demographics. Best case, you have learned about and can now appreciate all Snapchat can bring to your event.
Snapchat and Mulligan Management Group
Give us a call at 330-472-7673, and we can talk about how Snapchat can work into your social media strategy.
