Personable Marketing: Why You Should Pay Attention to Snapchat

Kate Wilke

“If you’re not using Snapchat for your marketing, you’re not getting it,” Gary Vaynerchuk, co-founder and CEO of a social media brand consulting agency, warned. A recent LinkedIn article by Isabelle Roughol discusses the need for people to take Snapchat seriously as a business tool.

Nvate engaging customers Radian6 Snapchat Social Media Topsy twitter

Snapchat’s content is momentary, demanding the viewer’s attention. Snaps last up to a mere 10 seconds. “Before you tell a story, you have to have somebody’s attention,” Vaynerchuk said. Snapchat is the only social media platform that forces the viewer’s attention. Sites like Facebook, Twitter and Instagram allow a person to continually scroll without stopping and focusing on one image.

TechCrunch announced that Snapchat has 400 million snaps each day, according to CEO Evan Spiegel. This exceeds the photo sharing activity on Instagram and Facebook. Facebook has 350 million photos uploaded each day, and Instagram has 50 million posted each day.

“People are making a mistake by not taking Snapchat seriously,” Jeremy Gold said. Gold is a digital strategist and promotions specialist for a country artist in Nashville, Tenn. Gold explains how businesses can use Snapchat as another avenue to connect with customers rather than the app becoming another source for advertising.

Gold used 16 Handles, a frozen yogurt company in New York, as an example. Handles offered customers the opportunity to snap a photo of their yogurt, and then the company sent a Snapchat back with a discount that could be opened at the counter.

“We need to treat our digital relationships like our real relationships,” Gold said. If a company truly cares about their clients, the business will offer their customer ways to feel more connected rather than constantly ask them for money.

Building Meaningful Relationships

“It’s not how many followers you have, it’s how many care. It’s not width, it’s depth. It’s not how many impressions you get, it’s how much attention you get,” Vaynerchuk said. The focus of social media has been to gather the largest amount of likes on Facebook or followers on Twitter. This is not what determines a company’s value to their clients, because clients value companies who interact with them directly.

“Our digital world is noisy, an ocean of Facebook, Twitter—and yes, LinkedIn—updates,” Roughol said “You have to ask yourself—are you catching the attention and are you making a connection?”

Tools to Make You Personable

Research tools on Twitter have formed other ways to focus on building more personal, individual relationships through social media. Smart marketers, who understand the benefit of Snapchat, will enjoy these research tools for the same reasons, Gold suggested.

Nvate engaging customers Radian6 Snapchat Social Media Topsy twitter

Topsy and Radian6—social media analytics companies—have had access to Twitter’s data since its creation in 2006. Apple bought Topsy, so comparatively Radian6 is more accessible for professionals today. It is unsure exactly what Apple will do with Topsy at this point, but there is speculation about using it in the Apple Store to help clients find apps best suited for them.

Through these research tools, professionals can measure and analyze hash tags, trends, and campaigns, and see which words and topics gathered the most attention and brought success for a company. This is similar to Snapchat’s potential benefits because they seek to understand what a company’s clients are interested in besides the company’s product.

For example, if an artist only tweets about her music, then followers will never feel a personal connection. If the artist can research what most of her fans have in common, then she can begin posting about these topics, such as yoga, and others will be more likely to become a dedicated fan if they like yoga too.

“These tools will measure what worked on Twitter, what didn’t work on Twitter, and the overall behavior on Twitter,” Gold said. Gold described the benefit of using Twitter research in the music industry. He explained how artists can use Radian6 to see who is talking about them and to measure positive and negative sentiments.

“An artist into organic foods can align himself with people who are into organic foods, even if the artist isn’t necessarily their type of music. Organic food becomes the thing on top of music that connects the artist to the fan. Artists need to be talking to everybody, rather than be on a pedestal,” Gold said. “It is like a cocktail party where it is not random to talk to somebody about common interests.”

Topsy and Radian6 can be the research tools behind choosing which content to send over Snapchat, but more importantly, all three platforms seek to learn more about what is most important to their clients and customers. Gold describes Twitter as a listening tool to better understand one’s clients. If companies or artists send snaps of things they know their fans love, the fans will benefit from that personal connection they are able to share.

More To Read:

Leave a Reply

Your email address will not be published. Required fields are marked *