Should Your Brand Be on Snapchat?
Snapchat is great, but should you actually jump in and put forth the time and effort to build a Snapchat following for your company or brand? There are several questions you should answer before diving in:
1. ARE MY CUSTOMERS ON HERE?
Snapchat users are predominantly female between the ages of 13 and 25. If your customers aren’t in that group, it doesn’t make sense to pursue building a network on the platform. On the other hand, if young women are in your target audience, developing a Snapchat strategy would definitely make sense.
2. WILL THEY BE ABLE TO FIND ME?
Currently, there is no way to find new accounts within the app. You also can’t hashtag your account or your posts. People won’t find you in the app. If you want to build a following, you’ll have to cross promote your account. This can take time and considerable effort. Additionally, you’ll have to be wary not to turn your audience off.
3. WILL I BE ABLE TO CREATE INTERESTING STORIES REGULARLY?
One of the key points of interest with Snapchat is that the user base is extremely engaged. While that engagement may be alluring, if you’re not posting interesting content then general statistics about the user base won’t be helpful to you specifically. Your content needs to be relevant and interesting. Creating a captivating story takes planning, time and effort and you have to decide if you’re able and willing and able to do that.
4. IS THIS AN EFFECTIVE USE OF MY TIME?
At the moment it’s not possible to track any sort of data or information on Snapchat aside from views for each post in a story so it will be difficult to tell how effective your efforts are. For now, it’s very difficult to figure out the ROI of any sort of Snapchat efforts.It’s often tempting to jump into the latest and greatest platform but it’s always important to assess if the platform is a good fit for your business.