When Snapchat began to gain popularity, social media marketers everywhere started to work on a solution to what the social media platform could do for them. Snapchat is trickier than most platforms because it’s very limiting. The fact that you can only use it through the app itself makes it complicated to manage. There’s no comments section, you can’t share posts and finding friends/gauging an audience isn’t the most streamlined process there ever was.
Despite these obstacles, there are a few companies that have figured out effective ways to use Snapchat to market to their target audience. Check out these three companies that figured out how to use Snapchat in all the right ways:
Taco Bell has been always ahead of the curve when it comes to social media. They’re very pop culture-driven on Twitter, and their Instagram connects with their target audience through witty and carefully crafted posts. Launched in May 2013, Taco Bell’s Snapchat has targeted millennials through funny videos and creative campaigns. For example, this past February they launched a Valentine’s Day campaign that allowed consumers to screenshot e-cards, personalize them and send them to their friends.
Grub Hub is an online food ordering service that delivers your favorite meals from restaurants near you. They’re known for utilizing Snapchat’s “doodle” feature, and creating some pretty insane works of art. One of the coolest things they have done on Snapchat is announced their summer internship program. Through their Snapchat story, they created a series of announcements that revealed they were looking for an intern to help run their social media and more specifically, their Snapchat. They encouraged interested participants to send in their “best doodle” as proof they were a good fit for the job.
American Eagle is applauded for using Snapchat in ways that show how the social media platform can be utilized in the fashion industry. Because their target audience is a younger, trendier teen, Snapchat is the perfect outlet to reach their consumers. The release of their Fall ’14 clothing line was the perfect content to market over this medium. It allowed followers to get a “sneak peek” at what was to be expected in stores in the Fall. Sneak peeks and exclusive looks are perfect to coordinate over Snapchat because it makes the person who is watching feel like they’re a part of the behind-the-scenes action in that very moment.
By Mira Kuhar, certificate student coordinator