The essence of Snapchat is that images and video disappear after a maximum of 10 seconds, or in the case of ‘stories’, 24 hours. This real-time content forces users onto the platform on a daily basis to keep up with who they are following before the post disappears forever. It is this that has contributed to the massive growth of Snapchat over the last few years.
From a business perspective, this can keep your brand front of mind and is great for awareness if you can keep followers coming back on a daily basis and engaging with your content.
Whether you use Snapchat may also depend on your target audience. 30% of teenagers rank Snapchat as their most important social network, so it is clear that if your customers are in their teens, there is a big opportunity to reach them on the platform. However, recent data shows that the number of users aged 25+ is growing twice as fast as users under the same age. The Snapchat demographic is maturing and is no longer just for kids, meaning more and more businesses can start investing in a Snapchat strategy.
The other main attraction to Snapchat is the type of content that it generates. It often differs from the more polished and staged content you might see on a brand’s Facebook account. Snapchat gives brands the chance to show off a “behind-the-scenes” look at events such as photoshoots or exhibitions.
It is this behind the scenes content that followers engage with and enjoy, which is demonstrated by the vast following of many celebrities on the platform, as fans want an inside look into their lives.
While many internet personalities and celebrities have thrived on Snapchat, brands struggle to generate the same interest and following on the platform. This may be largely due to the ineffective way of exploring and following users, as without the exact username there is no way of browsing other people’s content.
As we discuss at Ality HQ the advantages and limitations of Snapchat and how we can use one of the most used social media platforms for our clients, Instagram has just unveiled a potential game changer.
Instagram recently revealed its new “stories” feature. You may recognise this feature as similar to Snapchat’s main feature where you create a “story” which disappears after 24 hours – that’s because it is exactly the same.
With this new feature, Instagram has taken what has made Snapchat so successful and planted it right into the news feeds of Instagram’s 500 million monthly users.
Instagram follows the more traditional social media layout, as the “explore” tab allows you to browse images and video from accounts that you don’t follow, which helps users to discover new accounts and pages.
This new update could mean businesses get the best of both worlds as the browsing capability Instagram offers will allow brands to gain more exposure while offering the same behind the scenes content Snapchat delivers.
Don’t expect this update to force Snapchat to drop off the face of the earth any time soon, as it will still have many loyal daily users. It will be up to businesses to decide which platform suits their goals best.
If you want to learn more about how you can use Snapchat and Instagram to reach and engage with your audience, get in touch with ality and we can discuss over a coffee what we can do for your business!