Snapchat has become an extremely powerful social media network. It has over 100 million daily active users. The social media platform also generates over 400 million “snaps” per day. Although retail companies may not initially view Snapchat as being useful for their businesses, due to the high volumes of users, the potential is there.
Here are some ways that retailers can benefit from Snapchat.
1. Forming more personal relationships with their followers/customers
The whole premise of Snapchat is that messages disappear after a certain amount of time. This gives the impression that people who are communicating on Snapchat are doing so in a special, private medium where only they will have access to the information.
In other words, Snapchat helps to create a sense of exclusivity and special privilege. Retailers can take advantage of this by making special offers on Snapchat, only available to their followers, and which will expire shortly. This can create excitement, intrigue, and help retailers make their customers feel special. This is good for creating more personal relationships.
2. Better connection with younger demographics
Snapchat is heavily used by millennials and younger people in general. In fact, more than a third of the U.S. population between the ages of 18 and 34 use Snapchat on a monthly basis. With so many young people using the social media platform, it presents an excellent opportunity for any retail company that has a younger customer base to connect with its demographic.
For a retail company to advertise successfully, it must be able to reach many users in its demographics. It is turning out that Snapchat may just be one of the best ways to do this in retailing, today.
3. Building Narratives
Snapchat now allows retail companies to post “stories,” which can be viewed for up to 24 hours. These stories allow companies a unique way to post exciting content that can reach more people, but the content still has the same interesting appeal of being temporary.
Companies can use Snapchat “stories” to post content about live events, to post information about sales, to show behind the scenes footage about the company, etc. Essentially, Snapchat stories are fun, and they can help to create a buzz around the company in an interesting new way.
Snapchat may not be the most powerful social media marketing channel available in retailing today, however, its influence is definitely growing. Retail companies that can take advantage of Snapchat as a rising force for marketing and connecting with users could stand benefit significantly.