Snapchat for marketers made simple

This article was originally published on PR Daily in May 2016. 

Social media marketers are always after which Snapchat tricks and tips will help their brand dominate the platform.

People often ask, “Should I put a filter?” “Does it need to be black-and-white?” “Should it show the weather?” “Should I fast-forward?” “Should I face swap?”

All those things are tactics—the techniques that will help you create the best content possible. Although there are tips for adopting those approaches, they aren’t the right questions.

Instead, you should focus on the core of your strategy and ask, “What do I want to happen most?” “Whom do I need to help make that happen?” and, “How is my audience likely to react?”

Work to understand your desired outcome, and then you can figure out whom to target and how to target them. Once you do that, you can decide what tactics you need to get there.

The play’s the thing

For example, let’s say you are a local high school’s social media manager and want to sell tickets to the spring play. Start by producing content aimed at the parents and students in your district. Use your content to drive awareness and promote a call to action.

Using Snapchat stories, stunning Instagram photos and Facebook advertising will help you, but first you must get people interested in the product (your play).

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Success on Snapchat doesn’t come from simply using a custom geofilter or posting a video with an optimum length. It requires believing in what you do and understanding how to do it.

Once you establish your goals, you’re in control of which tactics are right for your brand. You can be as tactical as you want, but you must understand your marketing purpose first. It’s what separates salespeople from brand managers and marketers.

Salespeople use tactics; marketers believe in their brand.

Gary Vaynerchuk is a CEO, entrepreneur, investor, best-selling author and speaker. A version of this article originally appeared his blog.

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