Celebrities: They're just like us. At least when it comes to Snapchat perks, that is.
Unlike other social platforms that serve as advertising opportunities for celebrity influencers, offering stars myriad perks (not to mention cash) for their content, Snapchat has kept the influencer marketing door firmly shut, a Dec. 19 New York Times article pointed out. While some celebrities have complained about the lack of business opportunities for them on the platform, Snap Inc. ensures that it runs all of its advertising business directly, cutting out the middle man of celebrity endorsements. A ban on all paid influencer posts on the platform has helped boost Snap Inc.'s reputation as a bastion of raw, authentic content—exactly the kind of unique angle the company will need in a crowded social market, with its IPO set for early 2017.
This vacuum of celebrity endorsements on Snapchat creates a perfect opportunity for brand communicators seeking to experiment with more spontaneous, raw content. While advertising on Snapchat starts at six figures, it costs nothing to take a quick in-the-moment snap, decorate it with fun stickers and text and send it to followers. Instead of competing with polished celebrity photos when followers open up the app (as with Instagram), brands can offer their audiences more relatable heroes—a local firefighter; an adorable baby; a mom-and-pop business owner (assuming these are in line with a brand's messaging priorities).
Many brands have found organic success on the platform by marrying a sound content strategy with a willingness to embrace spontaneity and authenticity. One such brand, C-SPAN, has taken its suitably raw, in-the-moment footage and repurposed it for a behind-the-scenes look at daily government happenings and events. A few case studies: C-SPAN purchased a low-cost geofilter for the White House Correspondents' Dinner that allowed users to snap "from the red carpet" as they entered the event space. During one particularly heavy snowfall, the brand showcased resiliency and its fun approach with stickers and some punchy copy. A C-SPAN rep snapped a picture of the audience at one event as it awaited a speaker, building anticipation and "FOMO" (fear of missing out) for those following along at home. Note: None of these images are particularly visually stunning, but what they all share is a level of authenticity and a look behind closed doors.
Some other B2B brands, B2C brands and nonprofits that have been putting the platform to good use, even without celebrity power: PwC, GE, Dunkin' Donuts, Taco Bell, Everlane, United Way and PETA. They're worth following if you're looking for some inspiration.
So what are you waiting for? Get snapping, and let your assistant know: No need to call Kim Kardashian back about that million dollar Snapchat takeover anytime soon.
Follow Sophie: @SophieMaerowitz