Many companies aren't convinced they should spend time and money using platforms like Snapchat and Instagram because the content disappears in 24 hours. If you've had this same thought, consider this.
As lives become busier and attention spans decrease, consuming media in bite-sized pieces of content is welcomed and accepted.
Think about it. Standing in line, waiting for an elevator, sitting in a doctor’s office, picking the kids up from school. Yep, pretty much anytime we’re on the go we're checking our news feed or email.
Videos on Instagram and Snapchats, for instance—are perfect examples of snackable content. They’re easily viewable on any device (desktop or mobile), and they motivate consumers to share if they're interesting or entertaining.
In fact, Snapchat videos are viewed more times than Facebook videos (10 billion per day compared to Facebook’s 8 billion) and Instagram Stories has over 100 million daily active viewers!
For marketers, this is a huge opportunity to tap into that audience and tell new stories.
Aside from it's size, content posted on Instagram Stories and Snapchat is unlike content published anywhere else.
With just a few seconds of footage and only 24 hours to view it, this type of content makes people feel like they're connected in a different way. Similar to having a VIP experience or are getting access to something others don't.
How Companies Use Snackable Content
FOX13's Snapchat provides subscribers with an inside look at what happens during a commercial break, in between segments and behind the scenes. Because the video is raw and unedited, it portrays a more human side of the on-air news anchors and shows more of their personality. The idea behind Instagram Stories or Snapchat is that it's raw, real-life content.
Why would you want to spend your time and energy investing in snackable content? It allows you to promote timely engagement and audience retention through consistent content sharing. This is a way for brands to create urgency while providing consistent and engaging content to their followers.
While a story on Instagram may disappear in 24 hours it certainly offers plenty of methods to leave a lasting impression. Instagram allows publishers to save stories to a camera roll or photo library and post parts of that story within the Instagram feed.
All Stories appear at the top of your main feed in order of which friends are closest to you, as determined by an algorithm.
The Fun Stuff
Doodles, stickers and a feature called "boomerang" is available on Instagram. The doodle option is a bit more advanced than Snapchat but they make up for it in other ways.
Because Instagram is owned by Facebook, it's possible to use Facebook advertising to run ads on the platform. To run ads on Instagram, you'll need a Facebook Page. Instagram isn't naturally "link friendly". Without advertising, the only link you can put on your Instagram feed is in your profile.
- 53% of 18–29 year olds use Instagram.
- 25% of 30–49 year olds use Instagram.
- 11% of 50–64 year olds use Instagram.
- 6% of people 65+ use Instagram.
This data is based off page 7 of the Pew Research Center Demographics of Key Social Networking Platforms study.
Snapchat's Memories allow you to save snaps to their private network, allowing you to spread the content on other platforms or re-distribute on their platform.
Snapchat's Stories are ranked chronologically, with the most recently updated at the top.
The Fun Stuff
Doodles, stickers, chat, and filters are a big hit on Snapchat. Filters add fun to your snaps and can give you animated features and even transform your voice. There are even geo-location filters that change depending on the area you're in. But that's not all. Snapchat's spectacles are making their way to a city near you.
Snapchat gives everyone access to create custom filters for a small fee. Your custom filter is activated by location. When a user is in the proximity of your designated filter's location, a simple swipe can activate it, exposing your brand to a whole new audience. This is great for businesses like restaurants, bars, or even events where many patrons are "snap happy". Other options of advertising come in the form of Snap ads and Sponsored Lenses.
The demographics for Snapchat are slim. According to Snapchat's website, on any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States.
BI Intelligence gives these stats for Snapchat:
- 70% are female
- 71% < 25 years of age
- 62% earn < $50k/year
Tips for Using Instagram and Snapchat
- Show your face. If you want people to make a connection with you, they have to feel like they know you, so interact with them. Ask them questions, share fun tips, and don't be afraid to have fun!
- Get real! Document, don't create. Your subscribers aren't looking for perfectly staged and filtered images and videos, they want raw, real insider footage.
How Businesses Should Use These Platforms
Both B2B and B2C businesses can take advantage of these platforms. Media Fusion is a B2B service company that uses these platforms to introduce new content, chat, provide marketing tips, and give subscribers a look at our culture (and sense of humor). While our ideal buyer doesn't align with the Snapchat demographics, we still use it. Why? Because Snapchat can fit the profile of a potential employee AND young entrepreneurs can develop into our ideal client. My advice, don't let the demographics sway too much of your decision. Remember when only college kids were on Facebook?
Other ways you can use 24-hour content include:
- Show inside the office or at an event
- Product launches
- Q & A
- Interactive Questionnaires, Surveys, or Polls
- Influencer Takeovers
- Secret offers or codes
Experts like Gary Vaynerchuck say that the reason Snapchat and Instagram are valuable to business is because they are very similar to YouTube.
"Snapchat might be different context, but what I mean is that it’s not just a platform for entertainment. YouTube started as an entertainment platform, and it has become a search engine, probably the second largest in the world. The amount of how-to videos available on it, information, and DIYs is insane. I feel that Snapchat will get on the same level. There will be some plumber in America who becomes famous by doing two minute videos broken up in 20 sections on how to fix things yourself."