Table of Contents
Table of Contents .. 3
Introduction ………… 5
The Basics of Snapchat …….. 6
Snapchat Demographics ……. 8
Basic Setup ……….. 9
Creating A Marketing Plan .. 13
Snapchat Success …………… 15
A Word About Snap Ads .. 16
Conclusion ……….. 17
Resources ……….. 18
Sample Content Preview
Snapchat’s user base is relatively young, but that number is changing. About 71% of the app’s user base is between the ages of 18 and 34. From a marketer’s perspective, that’s generally a blessing since that’s usually the age range that is so profitable for marketing purposes.
Because the user base is so large, the remaining 29% of users that are not in that age range is still a very large number. With over 150,000,000 people using the app daily, there are at least 50 million or so that are over, or under, the age of 18. That’s still huge!
The number of those over 25 is also growing rapidly. Remember that more than half of new users are over 25, which means that the older audience is growing at an astonishing rate.
It’s more difficult to tell exactly how many users are female vs. male. Snapchat doesn’t make that information public. The CEO said in 2013 that about 70% of its users were women, but that number may have changed somewhat since then.
In 2015, a study at Harvard showed that about 42% of the 18-to-29-year-old females they surveyed said they used Snapchat, but only 31% of males in the same age range said they did. But that still means there are a lot of male users on the site in addition to females.
So no matter what you’re marketing, you will find your average user on Snapchat.
Getting started on Snapchat is quick and simple. The first thing, of course, is to download the app. You can download it for iOS or Android, so you can use it on most current devices.
You’ll have to create an account before you can use the app. You must be sure to choose the right username, because once you’ve created it, you can never change it. You should take some time to think about the username you want before you make a decision. You might use your own name, or your business name, depending on your purposes.
If you’re promoting a brand, you’ll probably want your username to be the name of your brand. But if you’re marketing services or something specifically under your name (such as your books if you’re an author), you’d probably be better off using your name.
If you’re already on Twitter, Instagram, or other services with a specific username, you’ll probably want to use that same username on Snapchat to make it as easy as possible for people to find you on Snapchat (or for Snapchat users to find you elsewhere.)
When you have selected your username and finished signing up for your account, you’ll need to find some people to follow. This is easy to do if you already have some usernames to follow, but there’s no search feature built into the app (other than finding people who live near your location), so if you don’t already know some usernames, you’ll have to look some up.
To add users, tap the ghost logo at the top of the screen. This will bring up a menu, and you can select “Add Friends”.
From there, you can add by username if you already know the usernames of those you want to add. If not, you’ll need to locate some users to follow by searching sites such as:
>> http://www.AddMeSnaps.com >> http://www.FindSnapchatFriends.com >> http://www.kkusernames.com/snapchat
You can also download apps that make it easy to find friends, such as Casper, which is free on the iTunes store.
You can also add friends from your address book on your device, add them by Snapcode (which is like a QR code you can scan into the app) or use the “Add Nearby” feature, which will locate people who are in the same geographic area as you.
Finding friends is absolutely critical, because the app is absolutely useless without them. Unlike apps like Instagram and Pinterest, which make it possible to find your content with hash tags or keywords, Snapchat has no such function. Your content only gets sent to the people who follow you. If you have no followers, no one at all will see your content.
If you have a decent marketing budget, you can team up with influencers (people who have a lot of engaged followers on Snapchat) to bring in more followers by paying them to promote your page. Just be sure you have an interesting platform to get them there, because they aren’t going to follow you just because someone they like tells them to. Hold a contest or giveaway or run some sort of fun event to not only attract followers, but to get them engaged.
You should also customize your Snapcode, which is the yellow icon that looks like a ghost with dots surrounding it. When you share your Snapcode with other people so they can follow you easily, the image will appear in the center.
Take a look at the Snapcode for National Geographic:
They’ve chosen to put their logo in the center of their Snapcode. But you can also use a photo of yourself or anything else you want as long as it isn’t copyrighted material or obscene.
Here’s a good example of a photo being used, from Hootsuite’s Snapcode:
To customize your Snapcode, you just need to tap the ghost icon, then tap your Snapcode. This will allow you to create an image for the center of the ghost. It will take a video that is a couple of seconds long, so if you’re taking a picture of your logo or an existing photo, make sure you hold your phone very still while you’re taking it.
Creating A Marketing Plan
It’s vital that you create a marketing plan for Snapchat, because the very nature of the app requires you to create only the most interesting content. You’re sending your content directly to users, which can significantly increasing engagement, but in order to do that, your content must interest users and fit in with the overall feel of the app.
You should spend a little time looking at some accounts that fit in with your brand in order to get ideas of what your typical user might be interested in.
You also want to make sure that everything you post fits with your personal branding, as well as what you hope to achieve. You don’t want to be in-your-face with your marketing, because people will quickly tune you out or even unfollow you. For that reason, your content should generally be interesting and brand-building, but not necessarily promotional.
Let’s say you’re selling a product meant to cover up scars. You could create a Story that features some real users demonstrating how well the product works by filming themselves actually using the product, starting with their bare scar, and ending with the nearly invisible scar as a result of using the product.
This kind of thing is interesting, because people are surprised at how well the product works, and it will also encourage those people who have use for the product to go buy it without even asking them to!
As you create your marketing plan, you need to keep two major points in mind:
1. What kind of brand image are you trying to convey? Is your brand serious or lighthearted? Is it professional or fun? Every post you make needs to adhere to your brand image.
2. What is your primary goal? Is it to sell a particular product, get traffic to your online store, promote your blog, build an email list, sell books, or something else?
Everything you post must keep these two points in mind. You don’t want people to get the wrong idea about your brand, and you don’t want to post a bunch of content that isn’t going to further your primary goal, because it’s just a waste of time. Every single piece of content you post should either serve to further your brand, help you with your goal, or both.
That’s not to say everything has to be promotional. For example, if you’re a blogger who’s just looking to get more people to your blog about cooking, you might just post pictures of you eating something. This still helps build your brand, because it fits with your overall theme, and also helps people feel closer to you.
Snapchat’s massive user base is hard to ignore. Not only do people use the app regularly, but they’re also proven to pay attention to ads more than other similar apps’ ads.
The platform can be remarkably effective as a marketing tool if you take the time to get the hang of it and figure out what your audience is looking for.
Snapchat is not only massive in terms of the sheer size of its user base, but it’s also excellent for grabbing attention and getting actual results, unlike other platforms that often fail to capture interest. The app is free, and it takes only moments to post content through the app. You have absolutely nothing to lose by giving the platform a try. You may just find it’s one of the most highly effective platforms you’ve ever used.Other Details
- 1 Ebook (PDF), 18 Pages
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