Snapchat for Business (2022): The Complete Marketing Guide With Proven Strategies

Are you unsure whether Snapchat is the right marketing platform for your business? Knowing more about the platform will undoubtedly assist you in making your decision.

For starters, in the third quarter of 2021, Snapchat had 306 daily active users. And, if you’re wondering if Snapchat will be viable in 2022, you can rest assured that it will be thanks to a 50 million active user increase since the fourth quarter of 2020.

However, compared to other platforms like Facebook or Instagram, businesses have been slow to adopt Snapchat for marketing. The reason for this is the platform’s main selling point, which is vanishing images or videos known as “snaps”.

Businesses can leverage this fun technology to build brand awareness, improve customer relationships and increase sales.

Snapchat is still a huge hit among Millennials. So, if you want to engage a younger demographic, Snapchat can be a great place to start.

To effectively market on Snapchat, all you need is an understanding of how the platform works, an understanding of the internal features available, and creativity. Why shouldn’t you follow brands like Amazon and Mashable on Snapchat?

This comprehensive Snapchat guide will not only help you understand the core concepts you need to know before diving into Snapchat marketing, but it will also provide real statistics from industry experts, benefits, and tried-and-true Snapchat marketing strategies to help you grow your business more efficiently.

What Is Snapchat?

Snapchat is used for networking, communication, messaging, breaking news, content creation, and making money. Not only are friends and influencers having a good time, but so are brands.

Snapchat, with nearly 400 million monthly active users, is a relevant and simple-to-use marketing tool that businesses should not overlook. It’s quickly become one of the most talked-about social networks.

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Basic Snapchat terminologies you need to know

According to numerous reports and studies, the majority of Snapchat’s users are millennials and Gen-Zers. As a result of those younger users, the app has spawned a slew of new terms and names for its features, ranging from “snaps” to “story.”

If you’re perplexed by all of this jargon, go back and read the basic terminologies section of this Snapchat guide for business before proceeding.

Snaps

A “snap” is when you take a photo or video or receive a photo or video. When someone asks you to snap them, they mean to send them a photo or video via Snapchat or even a message via the app’s chat function.

Snapback

This term was more popular when Snapchat first launched, but it has since faded. However, if you’ve heard it, know that it simply means a response to a snap. So, when you snap back, you’re simply responding to a private one-on-one snap.

Discover

This section is intended for brands and publishers to broadcast stories for all to see. It shows content from well-known users, as well as Snapchat Stories from friends. Users can watch live stories from events as well as browse local or curated stories to see what piques their interest.

In the discovery section, you can find branded content created by Vice, Cosmopolitan, Daily Mail, ESPN, Tastemade, CNN, Buzzfeed, and others.

Stories

Snaps can be linked together and broadcast as they are captured. They will be visible to your followers as a “story” reel for 24 hours. They can scroll through your story and watch every photo to get a sense of your entire day.

Snapcode

Snapchat generated a one-of-a-kind QR code. It is a scannable code that makes it even easier to add new friends. On the Profile page, you can find your Snapcode, which is similar to a QR code.

Memories

Snapchat saves your personal saved collection of previous Snaps and Stories, which fall under the category of memories.

Lenses

With the Lenses feature, you can add augmented reality-based special effects and sounds to your snaps to make them even more entertaining.

Snap Map

You can share your location with your friends or followers using this feature. It also allows you to move your cursor around an actual map to see where your friends are.

Geofilter

Like filters, you can use a filter to decorate snaps. Unlike filters, however, geofilters are specific to your location or an event you’re attending. 

Bitmoji

If you’ve downloaded the Bitmoji app, created an avatar, and linked your Snapchat account, you’ll see AR-based lenses with your avatar as well as stickers in a chat with your avatar. Bitmoji, like other Snapchat features, is intended to encourage user interaction.

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Why Snapchat For Business Is Important?

Snapchat is a one-of-a-kind marketing tool for businesses looking to reach millennials and Gen Z’ers. In summary, here are some valuable advantages of using Snapchat for marketing:

• Snapchat is a social media platform that allows for the short-term sharing of photos and videos.
• When using Snapchat, make sure your content is fun, brief, and engaging.
• Traditional ads, branded filters and lenses, and geotags can all be used by businesses to advertise on Snapchat.

Let’s take a closer look at some additional Snapchat marketing benefits:

Drive traffic

Use them to add personalization, highlight special offers, and promote fun events, and you’ll be well on your way to increasing traffic to your website.

Connect with a younger demographic and attract new followers

I’m sure you know how Millennials and Generation Z pull the marketing strings. According to a study on Millennial personal finance, by 2020, Gen Z will command 40% of all consumer shopping, while 57% of Millennials have spontaneously purchased something they saw on social media.

Snapchat is an excellent medium for reaching out to the young audiences your business aims at.

If your brand is aiming for a younger audience, increasing your social media presence on Snapchat will help you achieve your goals faster. You should have no trouble reaching the right people because 82% of all Snapchat users fit this demographic and spend around 30 minutes per day using it.

Boost engagement

This is ideal for marketers who are hosting events, displaying their company culture, or incorporating them into an integrated campaign.

Snapchat provides on-demand geofilters, which means you can create custom filters for others to use. People, whether attendees or company employees, can use your filter to take photos and post them anywhere they want increasing engagement.

According to Oberlo,

Snapchat has over 265 million daily active users worldwide and is the most popular platform among people aged 12 to 24.

With the average Snapchat user opening the camera more than 20 times per day, you have a good chance of being noticed.

It shows you’re human

Marketers don’t have a great reputation among customers, but you can use Snapchat to show that you’re a human being, not just someone who is aggressively trying to help your sales team close more deals. With Snapchat, you can show your followers and audience that you’re more than a business — you’re people.

It allows you to highlight your brand’s personality. People will become more engaged if they can relate to your snaps. And when they’re engaged, they’re more likely to buy.

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Influence purchases

According to studies, Snapchatters spend 35% more time per day in the Discover section and are 60% more likely to make an impulsive purchase. This has the potential to be a goldmine for your marketing efforts.

Build brand awareness

It’s an excellent tool for connecting you with users in your area and assisting them in recognizing your brand. Snap Ads are 10-second video ads that appear between stories to increase brand awareness and promote your business.

Offer another way to consume content

Blogs, eBooks, LinkedIn posts, videos, you’re probably already creating content for your users in a variety of ways. Chances are, your competitors are doing the same thing. Why not boost your content and social media marketing efforts by creating more engaging Snapchat content?

You can make your content stand out by drawing over snapshots, and adding music, and polls.

How to set up Snapchat for business?

To use Snapchat effectively for marketing, you first need to create a Snapchat business account. It makes no difference whether you’re using Snapchat for a large company or a small business — a business account is a must. Only mobile devices can be used to register.

By creating a Snapchat Business account, you will be able to do more on the platform. It gives you access to the additional best features that will help you with your business marketing strategy.

For example, a few of the features you can access with a Snapchat Business account include:

• Advertising on Snapchat through its Ads Manager.
• Location-targeting your custom creations to reach an audience in a specific area.
• Age-targeting your custom creations to reach your desired audience

Create an account

To begin with, download the app. The on-screen instructions will then prompt you to enter your full name, select a username, and enter your email address, phone number, and birthday. Fill out all of the required information, including your phone number and birthday, and choose a username that reflects your brand.

Set up a Business Account

Once you’ve created an account, access Ads Manager and set up your Snapchat Business account. You’ll sign in with the same username and password you used to create your regular Snapchat account.

To create your business account, follow the steps below:

1. Input your business’s legal name, country and other required details.
2. Create your first campaign to be set up with your Ad Accounts.
3. Input a payment method for your first Ad Account.

Key takeaway: You can create a personal or business Snapchat account. A business account grants you access to the Ad Manager in the app.

Start Snapping and creating campaigns

You’re all set. Create advertising campaigns to help you reach your target audience and begin creating fun, quirky content that fits with the tone of your business.

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12 Snapchat Marketing Strategies to Grow Your Business

After mastering the Snapchat basics, incorporate these tips for effective Snapchat marketing. We have created this list of 11 marketing strategies that are specific to Snapchat and will help you grow your brand on the platform. 

1– Know your Audience & What Interests Them

Marketing is about more than just reaching out to customers; it’s about truly connecting with those you reach out to. Knowing your target audience can help you make genuine connections with prospective customers and persuade them to buy your product, invest in your services, and return for more.

That being said, every business caters to a specific demographic with unique needs, characteristics, and qualities, and as a result, every business requires marketing plans that are tailored to its target market.

Small business owners should be able to answer the following questions in order to develop an effective marketing strategy:

• What is my target audience’s demographic?
• How old are they?
• How do they interact online?
• How do search for and find products/goods/services?
• Where are they located/where do they live?

With Snapchat Ads, you can reach Snapchatters based on their online and offline interests and behaviours; target Snapchatters by location (multi-country, metros, or a point radius around a specific address); and reach Snapchatters based on demographics such as age, gender, language, device type, and more.

Additionally, to fully leverage the power of the Snapchat audience, you can layer existing customer data with the behaviour seen on our platform.

Furthermore, Snapchat Audience Insights reveals how Snapchatters interacted with your ads, allowing you to create more relevant content and surface additional targetable segments to expand your reach.

You can use Audience Insights to:

• Create relevant audiences that can be activated with Saved Audiences
• See the demographic breakdown of people in your Custom Audience
• See the interests of people in your Custom Audience
• Expand the reach of campaigns by adding segments that resemble your target audience

2- Make your presence known

If Snapchat is new to your business, the first step is to let your audience know you’re present. And, because the platform is so different from Facebook, Twitter, and Instagram, you’ll need to experiment with new methods to gain more Snapchat followers.

3-  Promote your Snapchat handle on other platforms

If you have a well-established brand with active handles on social media platforms such as Facebook, Instagram, YouTube, and Twitter, you can use these platforms to drive traffic to Snapchat.

It’s simple: create a post and a story (along with leverage reels) with information about your new Snapchat handle.

4-  Use the “add me” URL

Users want convenience and the shortest path forwards. Don’t expect your Snapchat followers to search for your account. Make it easier for them by creating an “add me” URL that they can use to easily find your account. The format for “add me” should be snapchat.com/add/yourusername.

5-  Create a Snapcode

Using a Snapcode is another great way to make it easier for users to find and reach your Snapchat account. A Snapcode is a QR code that users can scan to be directed to your Snapchat account.

To find your Snapcode, go to:

1. Click on the settings icon.
2. From the dropdown, select ‘Snapcodes’
3. Navigate to ‘my Snapcodes’ to find your business’s own, unique code.

6-  Have a Planned Content Strategy in Place

According to the chart above, nearly 83% of Snapchat users are under the age of 35. This is a young audience, and the tone of Snapchat content has become more playful and entertaining over time.

For your content to be engaging on Snapchat, you must speak the audience’s language. You’ll need to devise an effective marketing strategy for this.

1. Define your desired outcome: What do you want to accomplish with Snapchat? To assemble an audience? in order to raise brand awareness? to boost website traffic. Outline your goals in detail.
2. Define your brand’s tone: Examine the snaps that receive the most engagement to determine what type of content works best. You want to tailor your posts so that they remain true to your brand while also providing the audience with what they want. Find a happy medium between the two.
3. Learning from your competitors: Studying your competitors, especially those who are winning on Snapchat, is a good way to decide what content to create and what tone to use. Study what they’re doing right.
4. Create content buckets and a content calendar: Finally, plan ahead of time. Create a three-month plan that includes content buckets (what topics you will discuss) and a content calendar and stick to it.

7-  Interact With Other Users

Unlike platforms like Facebook and LinkedIn, Snapchat does not allow you to create groups (including mass-member groups) or pages where a community can thrive.

In addition to posting your own content on a regular basis, you should interact with other users and their content to keep your brand visible. You may:

• View snaps created by other brands
• Respond to DMs you receive
• Send appreciative messages on snaps
• Follow other brands and creators
• Collaborate with other creators

8-  Track online traffic and behaviour

In today’s digital world, the path to purchase is anything but linear. Having real-time insight into what actions your customers are taking online as they progress through the buying journey is critical to optimizing your digital marketing and maximizing the return on your advertising investment.

We always recommend implementing the Snap Pixel for businesses advertising on Snapchat. The Snap Pixel monitors and collects data on how Snapchat users navigate your website after seeing your ads. This gives you a better understanding of how your campaigns are performing while also pointing out ways to improve your Snapchat campaigns.

For example, with the Snap Pixel, you can use goal-based bidding to bid on specific actions you want your ad viewers to take, such as add-to-cart and checkout.

Another significant advantage of using the Snap Pixel is the ability to create Pixel Custom Audiences, which is a quick and easy way to retarget website visitors on Snapchat, helping in moving these interested browsers from considering to purchasing your products.

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9-  Showcase your key selling points

When it comes to getting people to sign-up or pay for your services or products, potential customers want to know how your product will benefit them. When advertising your business or products, emphasize your key selling points upfront, while also promoting any sales you’re running or planning to run. 

Snapchat offers full-screen mobile ads that inspire, educate, and move Snapchatters to engage with businesses to learn more. It recommends featuring a strong message within your ad creatives and encourages you to include any relevant offers or specials to help drive consideration. 

Below is a quick guide on ad creative guidelines depending on your business type: 

• E-Commerce or retail: Feature the products you sell front and center to drive purchase intent. 
• App and games: Show the app UI, features, and benefits within the ad creative. 
• Local businesses: Bring attention to key visual features of your storefront or location. Highlight what services or products your business specializes in. For example, a local restaurant can showcase popular dishes or specials in their ad creative to entice customers to visit. 

10-  Advertise On Snapchat

Snapchat has its own ad platform that you can use to serve ads on Snapchat. If Snapchat is the preferred marketing platform for your brand but you are unable to generate organic reach and engagement, investing in ads might be a good idea. 

The ad platform on Snapchat is still in its nascent stage, and the competition is not very high. Now is a good time for brands to invest in Snapchat marketing – they get better and more results for a lower ad spend. You can choose from:

• Snap ads
• Collection ads
• Story ads
• Dynamic ads

11-  Nurture customers through the buying journey to convert

Building brand or business awareness, educating potential customers on your products or services, and converting those leads into new customers or repeat buyers are all part of marketing.

After you’ve run Snapchat ads, you’ll be able to see how customers interact with them and how to move them from engaged to buying. Retargeting is the simplest way to move potential customers through the buying journey from awareness to consideration to purchase.

Running reengagement campaigns is the best way to get the most out of your digital ad spend on any advertising platform.

12-  Test and measure what’s working, and what’s not 

When implementing any of the marketing strategies discussed in this blog, it’s important to establish a regular reporting cadence and analyze what’s working and what isn’t.

Snapchat, like other social media platforms, has its own built-in analytics tool known as Snapchat Insights. You can gain access to important information such as:

• How many views your stories got
• Demographic details like the age, location, gender, and interests of your viewers
• The completion rate of snaps, the percentage of each snap or story viewed
• The number of times your snaps were saved as a screenshot

This makes reporting and measurement simple and straightforward, and the results are displayed in real-time. Measuring your Snapchat performance provides actionable insights, allowing you to make data-driven decisions and improve your Snapchat campaigns over time, optimize your ads, and increase your ROI.

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Conclusion

If used correctly, Snapchat can be a fun and profitable platform for your business. Snapchat is unlike any other social media platform in the way it operates. This one-of-a-kindness is both a challenge for marketers and the hook that keeps users interested.

Small businesses can use Snapchat for Business to boost their marketing efforts and reach out to current and potential customers. You may want to consider a few (or all) of the viable strategies from the above list, depending on the type of business you run.

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The key takeaways from this guide

• Snapchat is a must-have if you want to humanize your brand.
• Your Snapchat marketing strategy will need to be distinct from that of other social media platforms. You can also make use of filters and lenses that others can use in addition to your snaps. This is an excellent way to promote your business without being overt.
• When you’re getting started, use your other social channels as well to drive traffic to Snapchat.
• It is essential to provide a compelling reason for your audience to follow you.
• Your content should complement the platform, not just your brand. The audience on Snapchat is young and looking for fun and entertaining snaps. Create content that fulfils their need properly.
• Because businesses are slow to adopt Snapchat for marketing purposes, it might actually be a blessing. Your brand can reap the benefits from the services like Snapchat ads for a lower price.
• Use the insights tool from Snapchat to learn more about your audience’s behaviour, and what snaps they most engage with.

Snapchat provides a lot of features like lenses, filters, and overlays right inside the app. You can spend less on designing posts on tools like Canva, Photoshop, and leverage Snapchat’s internal best features instead.

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