At its initial launch, Snapchat touted the disappearance of uploaded user content as a core feature of the service. The concept that you could share anything and it would disappear was compelling to users. One could act as silly as one wanted, do dumb things or showcase actions borne out of bad judgement.
This appealed to many social users because unlike other social channels where one must strive to look or act one's best, this channel was designed to allow users to simply be themselves, unvarnished and raw. For many who felt the pressures of being perfect on other channels, this opened up a new way to communicate and share one’s real side without judgment or visible “likes.” Yet this format was never really conducive to brands and advertisers that wanted to reach these audiences, but rarely had on-the-spot imagery to share.
Today’s Snapchat is very different.
On July 7, 2016, Snapchat launched a new feature called Memories, which provides organizations a much easier way to use pre-created content plus unvarnished snaps to reach and engage with their audiences.
So what is Memories? PR News ran an excellent piece on this last week, you can read it here. In short, Memories is a new feature that allow users to:
- Save past snaps easily into the Snapchat cloud for future use or for reuse on other channels
a. Snaps reshared after 24 hours will feature a frame around them to differentiate them from fresh snaps - Access their camera roll to find existing images or video to share into a snap story
b. These snaps will also feature a frame around them to differentiate them from fresh snaps - Find their content via a highly sophisticated SnapSearch feature that utilizes keywords and object identification software
- Hide snaps via a “my eyes only” feature that allows users to move their new or old snaps (edited or not) into a password-protected section of the app
Two of these features have direct impact on users and organizations who want to get more active in the platform. Let’s look at them and how you could use each of these to promote your organization or brand:
- Saving your snaps – this is great!
Until now you had to screen shot or download your snaps into your camera roll for them to be saved. Use this to save evergreen images right into Snapchat, allowing you quick and easy access to them at a later date. Or, use this to curate a series of snaps you took at one time so you can reshare the edited version later. This is a great way to extend a snap story. Another tip: Download your best snaps and reuse them on Instagram and other channels. By saving your snaps, you now have a wide range of new content being created that you can use elsewhere when appropriate. - Accessing your camera roll – this is great!
Previously Snapchat was limited to only the snaps you could take in real time. Now you can showcase a mix of fresh and pre-created content in a single, cohesive story.
Here are just 12 of the ways PR pros and marketers can mix new and existing content to increase results on Snapchat.
• Product rollouts – No one drives snaps to sales like Kylie Jenner. When she launches a new lipstick product on Snapchat, she shows snaps of herself wearing it, snaps of the Google Analytics on her site showcasing volume and takes the time to thank chatters for buying her product. But all of these had to be snapped in real time. Now she could use a series of professionally shot product images, logos, product data and more intermixed with real-time site analytic views and her reactions as the product is selling.
Not a lipstick fan? Try Taco Bell. In April 2013, Taco Bell utilized its other social channels to drive tune-ins to their Snapchat channel for the launch of their new burrito. Followers were treated like media outlets and provided sneak peeks of the new product plus release date. These fans felt singled out and special, taking screen shots of the snap and sharing them out across other channels. With Memories, Taco Bell can continue this particular program with TBT (Throwback Thursday) shout-outs on the anniversary of this date.
• Driving sales – When it comes to using creative content to drive sales, Kylie Jenner isn’t the only one doing this. Domino’s globally has used Snapchat to create stories around the delivery driver experience while showcasing discount codes, again driving direct sales from Snapchat users. Now they can mix in product shots with these action images to showcase not only the adventure, but the product itself.
• Sharing coupons – Coupon sharing isn’t new on social channels. Now you can create a series of coupon codes in advance and share them intermingled with real-time content. For example, a fast-food brand could do a coupon at 2 a.m. for late-night eaters. While posting should be in real time, the coupon itself could have been created earlier for simple shares.
• Corporate branding – While you may be great at showcasing what your company staff is doing right now on Snapchat, what about mixing this with some #TBT imagery of past company events or company milestones? This way you can continually show the inside workings of your business without the pressures of having to find real-time content every day. Hubspot does this extremely well by showcasing educational videos and content, extending its brand directly into this channel. Now Hubspot can string together these videos again and re-share when the timing and topic is right.
• Explaining your company – No one does this better than GE. GE uses Snapchat to showcase fun videos featuring various science experiments. For years GE has struggled with getting people to really understand what the company was and did. This is a great way to showcase future GE employees and show stockholders what the company does in fun, exciting way. Now GE can film this content in advance, and can create more useful content without having to stop and re-snap if errors occur while filming.
• Thought leadership/education – Organizations can use Snapchat to provide access to staff members or influencers in real time. Now not only can you show off your new VP's expertise, you can upload past content and combine it with new content for a more robust profile. This works great for everyone from fashionistas to financial brands. Well-known venture capitalist Mark Suster shares tips for startups and technology companies in a series of 10-second snaps averaging 12K views per session. Now, with saved snaps, brands can create a stronger editorial calendar for amplifying both new content and existing content in a more structured manner.
• Amplifying live events – Hosting a fundraiser? Hosting the NBA draft? Your annual meeting? Attending a trade show? Why not showcase a mix of real-time event snaps with some pre-created content on what the event is all about. Showcase live action with calls to action for text donations, booth visits, shares, Q&A or other actions.
Heineken did a great job at Coachella this year using snaps to provide clues about surprise shows happening during the event. Again, with Memories, not only can they supplement this content with older, pre-created content, they can reuse these images in the future to tell a complete story of their reveals during the show.
• Showcasing products in use – Previously you could only show product images you snapped in real time. Now you can layer in user-generated content to showcase how others are using your product or service.
• Building a fan army – Snapchat allows brands and organizations to run contests. What a great way to not only identify fans but to reward those who respond with pre-created invites, discount codes or other content turning average fans into loyal influencers.
• Enhancing Influencer relationships – Influencer takeovers of Snapchat channels is not new, but again, now you can layer in real-time influencer-taken imagery with prepared graphics to better tie the influencer’s snaps to product sales. For example, showcase an influencer wearing a particular necklace and then showcase the necklace in a more close-up, staged shot.
It is extremely important for communicators who want to use Snapchat to remember the aspiration of its users has always been unvarnished, silly truths. This is not the time to pull out all your traditional marketing content and simply repurpose it, you must speak in the language of your desired user base.
After all, once someone thinks your snaps are dull or forced, they may simply choose to skip future snaps or even unfollow you. So create snaps that represent a mix of fresh and pre-created content in a way that appears to be natural and effortless. Those communicators who understand this have an excellent opportunity for real growth and visibility thanks to Snapchat’s Memories feature.
Want to know more about Snapchat? Here are a few additional great resources:
- What is Snapchat’s new Memories feature?
- Who is Snapchat’s user base?
- How to set up a Snapchat business account
- Step-by-step instructions for using Memories
- 60 top brands currently on Snapchat
- How world-famous VC Mark Suster impacts his audiences via Snapchat
- How to leverage Snapchat ads – tactics and examples
Serena Ehrlich is director of social and evolving media for Business Wire. Follow her on Twitter: @Serena