Here are three simple ways to expand your audience and boost ROI on this booming app:
1. Find Snapchat influencers. Tapping into their sizable followings can help you break into the platform or reach bigger audiences if you’re already snapping.
Where do you find them?
“Start your research online. See who’s talking about your industry and posting their own content without any brand alignment,” says Kate Talbot, author of “Oh Snap! You Can Use Snapchat for Business.”
“If they have a respectable Snapchat presence, they’ll mention it,” she says.
You can also use the Universal Search bar in the app to search profiles and stories for topics related to your industry. Although Snapchat doesn’t display number of followers for users, you can get an idea about potential reach by looking at any user’s other social media accounts.
“Most real influencers are cross-platform and will also post to YouTube and Instagram, where you can see their followers,” Talbot says. “They’re also typically pretty smart about creating searchable influencer profiles, so a quick Google search can also help you find a match.”
Influencer agencies can also match you up with suitable influencers. Talbot recommends Captiv8 and Delmondo as two affordable options.
Register for PR Daily’s March 16 “Master Snapchat Strategy” webinar for more tips from “Oh Snap!” author Kate Talbot, as well as PricewaterhouseCoopers social media managers Katrina Najm and Larissa von Lockner.
2. Explore trade deals. Most companies don’t have a six-figure budget to partner with celebrities like Kylie Jenner on Snapchat.
“Even if you do have that kind of budget, don’t get swept away with a big name that’s not a fit. it’s better to work with influencers in your niche,” Talbot says. Look for people who align with your brand messaging and who appeal to your target audience, she says. “They’re the ones who will be more likely to work out a deal.”
So, what does a deal look like? “Some are monetary and could run as high as $15,000 and up for the biggest influencers,” Talbot says. “Others are for goods and trade, or just exposure.”
Her advice: “If you’re not working with a big celebrity, try to offer access to an event or provide them with your product. For example, you could send them a box of clothing for a snap.”
Snapchat influencers should be able to pitch you an exciting, creative proposal.
“Success on Snapchat is all about creativity,” Talbot says. “For example, many will do a lot of drawing in the app. That’s fun. They can also do interviews with their network showcasing your product. Unboxing snaps are also effective and fun. So look for those kinds of things in any proposal you get back.”
3. Use geofilters like Stanford. On-demand Snapchat geofilters let you overlay your logo or other design onto messages created by others in the app. They must first be submitted to Snapchat for approval and are often used by Snapchat users to indicate they’re in your city or neighborhood.
To create one, simply log on to Snapchat’s website and click on the “geofilters” tab. It’ll walk you through the process.
Talbot estimates that the cost usually runs $35 to $60. “The return is huge, as you could see up to 10,000 views,” she says. “It’s the cheapest social media investment you’ll ever make, and it will deliver the biggest ROI on Snapchat.”
She believes the best use of a geofilter is to geolocate your HQ. “This is a great way to build team pride and can help with recruiting,” she says. “Stanford, for example, uses geofilters to indicate when users are on campus.”
Talbot also recommends buying branded geofilters for conferences and other live events. “I am a fan of companies’ creating their own geofilters at trade shows to drive traffic to their booths,” she says.
Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. Kate Talbot, author of “Oh Snap!,” and PricewaterhouseCoopers social media managers Katrina Najm and Larissa von Lockner will share more Snapchat insights in PR University’s March 16 webinar, “Master Snapchat Strategy: Essential steps and new tricks to win big on Snapchat”
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