Snapchat has been tipped to knock Facebook of its social perch. The increasingly popular social network passed Twitter earlier this year and with 150 million active users a day, Snapchat is destined to be the ‘next big thing’.
The reason why Snapchat is so important for online firms is because it is mostly used by millennials – the 17-34 age bracket. Generation Y generally have the most spending money to squander on goods because they do not have overheads like family and a mortgage to fund.
Furthermore, two out of three companies claim they are becoming more reliant on social media to connect with customers and perform customer service.
Millennials do not trust traditional advertising. Having grown up with technology they have been bombarded with marketing ads and spam that have let them down. Generation Y consumers want authenticity, innovation and active listening.
And social media ticks all the boxes. Especially Snapchat.
Why brands should use Snapchat
Snapchat is a social platform that encourages unique and creative content. Millennials are also brain-trained to reward openness because they appreciate ‘sharing is caring.’ Just remember to publish content that is short and fun. Great graphic designs and videos work well.
Proving brands cut back on sales pitches and deliver useful information, entertainment and excellent offers, you will be given social acceptance. And Snapchat doesn’t limit the number of people that see your content like Facebook.
Ten billion videos are viewed on a daily basis in Snapchat which presents huge opportunities for forward-thinking brands to connect with tech-savvy millennials.
Furthermore, millennials are open to discovering new brands, more than any other age bracket. And generation Y typically stay loyal to brands they trust.
How brands earn consumer trust
Trust is a principle consideration for millennials. Brands need to make a promise and stick to it. If you can prove this through snapchat, your reputation will grow and you will receive more engagement, leads and sales.
Shoppers are open to receiving great deals and 58% of students confirmed they use coupons brands send to them via snapchat. Coupons also offer convenience.
Publishing quality content is also a driver for earning trust. And now the majority of millennials are accessing the internet and social media accounts with mobile devices, graphic images and videos have taken on increasing importance.
Snapchat users rely on brands to deliver entertaining content through visuals and videos. The social networks challenges brands to be more creative – a tactic and a gift you can use across all digital channels to attract more customers.
Although Facebook, still has the most active users, it is only a matter of time before millennials get bored and look for new experiences. And as the snapchat audience continues to grow, the creative social platform is a natural transgression.
Brands that adopt snapchat sooner rather than later will therefore be better prepared for the mass migration. Given Google’s mobile-first policy is challenging brands to publish creative content that is easy to digest, snapchat is a platform that will help and not hinder.