Bloomberg reported on June 2 that Snapchat now boasts more daily active users than Twitter. The youngest of the major social media platforms continues to show no signs of slowing, especially in light of recent updates and expansions of its messaging capabilities.
But there’s one area where, somewhat perplexingly, Snapchat continues to lag behind the rest of the big players. The app has made a few advancements that make its service better for brands, but it’s still a long way off from the kind of corporate integration seen on Facebook, Instagram and Twitter.
Only time will tell whether or not Snapchat will implement the kind of verified profiles and native analytics that make the other platforms so essential for today’s brands. But the thing about Snapchat is that it’s inherently different than the social networks brands are used to using.
Snapchat continues to do well because it acts as a private portal into the lives of friends—lives that are distinctively unfiltered, raw and often utterly mundane. It’s this window of authenticity that keeps users flocking to the app. And at this point, it’s the only way for brands to have any kind of success on Snapchat.
Brands like Taco Bell continue to post creative and compelling content on the platform, furthering their success with younger demographics. But there’s one personality on the platform who, perhaps more than any other, truly embodies the philosophy of Snapchat: DJ Khaled.
With millions of followers and a constant deluge of snaps, DJ Khaled catapulted himself to Snapchat fame in only a few months by personifying the tenets of the platform.
Here are 3 keys to Snapchat success gleaned from DJ Khaled’s account.
Be genuine
DJ Khaled took transparency to a level that's rare for celebrities. He offers viewers almost constant glimpses into his life. His Snapchat account takes us through his life as he lounges around his Miami mansion, waters the plants, eats gluten-free to stay healthy and takes us on tour. He does all this while engaging his audience with positive energy, personal philosophies and life lessons.
Be consistent
The rise to one of the most followed accounts on Snapchat didn’t happen overnight—unless you count the now famous “lost at sea” series of snaps. Even though that served as a sort of catalyst, his steady stream of content is what really built his audience. But it’s not about just posting X number of times a day. What’s more important is that all of his content focuses on the theme of positivity, so users know what they’re getting each time they get a notification.
Be humble
Snapchat is all about transparency and giving people a look behind the scenes. Unlike Instagram, you don’t need fancy editing software or flashy, high-quality images. But this goes beyond image quality. One of DJ Khaled’s defining moments on Snapchat was one of the snaps in the “lost at sea” series when he realizes he’s made a mistake and owns it. Brands should own their stories and show entire journeys on the platform. Show your company’s missteps, funny mistakes and humbling moments.
For a Snapchat walkthrough from the man himself, check out this video of DJ Khaled teaching Jimmy Kimmel the ins and outs of the platform.
To learn everything about using Snapchat for your brand—from creating content all the way to measuring your work—join PR News on July 12 in NYC for the Snapchat Boot Camp.
Follow Mark: @MarkRenfree