Page 221 - Social Media Marketing for Dummies

Features­that­may­benefit­you­as­a­marketer­are:

» Snap Map: Friends can see each other’s location on a map.
» Snapstreaks: Kids can exchange messages for as long as they can.
» Snapscore: Users are assigned Snapscores that are visible to their friends.
The more they use the Snapchat features (such as Snapstreaks) the higher the
scores.
» Stories: These are collections of posts or videos over a 24-hour period that
represent a specific interest, moment, or activity by a user. A user posts it to
their stories section in their account, and it is made available to that user’s
friends. You can tap anybody’s name to view their stories in the order that
they have been posted. And you can view them any number of times within a
24-hour period after which they’re automatically deleted. To view the stories,
you open the app and swipe left from the Camera tab.
» Lenses: Lenses have also made Snapchat incredibly popular over the years.
Face lenses allow you to add cartoon cat ears or whiskers to your face (among
many other whimsical elements). Similarly, world lenses let you overlay
augmented reality elements such as rainbows that appear as if they’re a part
of the photograph you’ve uploaded.
» Geofilters: Another whimsical feature — they’re location specific elements
only available by visiting a specific location.
» Snapcash: Lets users pay for things.

What­makes­Snapchat­so­truly­unique­is­that­everything­you­do­on­the­platform­
feels­very­casual.­For­example,­as­you­post­stories,­you­can­also­respond­to­some-
one’s­story­with­a­photograph.­Plan­to­be­more­informal­in­your­marketing­on­this­
platform.

Getting to know the Snapchat user

So­who­exactly­is­the­typical­Snapchat­user?­As­with­any­other­social­media­plat-
form, you want to understand the demographics and psychographics of this user
base­before­you­begin­marketing­to­them.­A­good­source­for­understanding­Snap-
chat­ users­ is­ the­ Omnicore­ fall­ 2019­ analysis­ (https://www.omnicoreagency.
com/snapchat-statistics/):

» Snapchat has 310 million monthly active users.
» 24 percent of U.S. social media users use Snapchat.
» 3 billion snaps are created everyday.

CHAPTER 13 Discovering Snapchat 205