If you’ve been paying attention to the social media landscape, you’ve likely noticed how Snapchat has carved out a niche as a highly engaging, multimedia-focused platform. Since its launch, Snapchat has grown from a simple ephemeral messaging app into a robust platform with cutting-edge features that businesses can’t afford to ignore.
Snapchat was first conceived in 2011 by Stanford students Evan Spiegel and Bobby Murphy, with the original concept focusing on disappearing messages. Initially released as Picaboo, the app struggled to gain traction. However, following a rebrand to Snapchat and a refined focus on user experience, the platform rapidly gained popularity, especially among younger demographics.
Snapchat’s turning point came in 2013 with the introduction of “Stories,” a feature that allows users to compile a 24-hour feed of snaps that disappear after a day. This innovation was so impactful that it inspired similar features across other major platforms, including Instagram and Facebook. Despite early buyout offers from companies like Facebook — one famously reaching $3 billion — Snapchat stayed independent, betting on its potential for growth.
Fast forward to 2024, and Snapchat has evolved far beyond its original form. Today, it boasts over 375 million daily active users globally, with a significant portion of its audience still under 34 years old, making it an ideal platform for brands targeting younger consumers.
With the rise of augmented reality (AR), Snapchat has leveraged this trend better than most platforms. Features like Lenses and Filters allow brands to create immersive experiences, giving users a fun, interactive way to engage with products. In fact, Snapchat has positioned itself as a leader in AR with tools that help businesses create branded filters and AR experiences seamlessly.
Snapchat’s business features have developed significantly in the last few years. Its most notable offerings include:
Snapchat may not have the user base of giants like Instagram or TikTok, but its users are deeply engaged. Here’s how businesses can take advantage of its features in 2024:
Snapchat is unmatched in AR marketing. Brands like Gucci and Nike have used Snapchat’s AR lenses to allow users to “try on” products virtually. Even smaller brands can get involved with Snapchat’s easy-to-use Lens Studio, creating custom AR experiences to engage users.
For instance, if you run a retail business, you could create a lens where users can virtually try on your products, whether it’s sunglasses, clothing, or makeup. This kind of interaction helps potential customers visualize themselves using the product, increasing the likelihood of conversion.
Snapchat’s Spotlight feature allows brands to create short, viral videos akin to TikTok. Videos that perform well are featured to a broader audience, offering an excellent opportunity to increase brand visibility organically. Use humour, creativity, or behind-the-scenes content to captivate this younger, video-savvy audience.
Snap Ads are vertical, full-screen ads that fit seamlessly into users’ stories or Discover feeds. These ads are particularly effective for e-commerce, as users can swipe up to make purchases directly within the app. Snapchat’s advanced targeting features allow you to reach a specific demographic, making your campaigns more effective.
Snapchat thrives on authenticity. Encourage your customers to share their experiences with your products through Stories or Snaps, and consider featuring this user-generated content on your profile. This can create a stronger community around your brand and build trust with potential customers.
Snapchat’s primary user base consists of Gen Z, a tech-savvy, socially conscious generation. Brands that succeed on Snapchat often focus on authenticity, sustainability, and inclusivity. When marketing on Snapchat, consider campaigns that align with these values, such as promoting eco-friendly products or highlighting diverse voices.
You don’t need a massive budget to succeed on Snapchat. Smaller businesses can take advantage of Snapchat’s organic features like Stories, AR filters, or cross-promotion across platforms. Promote your Snapchat presence on other social media channels like Instagram, Twitter, or even your website. Share Snapcodes — Snapchat’s version of QR codes — on physical materials like business cards or packaging to drive more followers to your account.
Additionally, using Snapchat’s Custom Filters for special events (like grand openings or product launches) can be an affordable yet highly engaging way to build buzz around your business.
With an increasing focus on augmented reality, evolving advertising options, and an engaged young user base, Snapchat remains a key player for brands looking to reach younger consumers in fresh and creative ways. The platform’s continuous innovation in AR, video content, and social commerce offers exciting new ways to connect with audiences.
As businesses continue to explore new methods of engaging with consumers, Snapchat’s unique blend of visual storytelling and AR will remain an important tool in the marketer’s toolkit. Whether you’re a small local business or a global brand, the platform offers opportunities for everyone to experiment and thrive in the world of digital marketing.
Snapchat’s dynamic environment makes it an exciting platform for marketing, especially if you’re looking to connect with younger, tech-savvy audiences. Our expert social media team is here to help you create engaging campaigns that drive results. Reach out today and let’s explore how Snapchat can become a powerful asset in your digital marketing strategy!
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By Jeff Sheridan
By Matrix Internet