Learn About Influencer Marketing on Snapchat
Snapchat is growing rapidly, and it’s no longer just teens and 20-something millennials using the app. In fact, according to Statista, there are now over 130 million daily active users worldwide.
This means that it’s becoming increasingly difficult for brands to get a place in a Snapchatters personal feed, whether through an ad or organically generated content.
With rumors that Snapchat could soon roll out an algorithm change, companies should think hard about how to keep themselves relevant on the platform.
Companies like Red Bull and Coca-Cola GE have found that partnering with Snapchat influencers can work well for capturing the audience of the platform’s Gen Z and Millennia user base. And it’s a strategy that is working. Today, we will highlight the top 5 tips you must use for marketing on Snapchat. Let’s Begin:
TRY TO BE RESPECTFUL WHEN APPROACHING INFLUENCERS
Approach Snapchat influencers based on your communication preferences, whether it’s via email or phone. Most influencers will explicitly say how to contact them on social media platforms like Twitter or LinkedIn. They might even include specific information, such as what content they are interested in receiving.
From there, introduce yourself and your brand, the purpose behind your outreach, and your entire project. Create an outreach message that defines the brand’s unique position. It will differentiate your company and product/service from others contacting the same influencer.
As you reach out to an influencer, remember to be respectful and unambiguous. Don’t spam. If you don’t know something, ask. Ask questions. You want to ensure you speak directly to the person you’re trying to connect with.
CONNECT WITH AN INFLUENCER THAT MATCHES TO YOUR BRAND VALUE
Snapchat influencer marketing goes beyond following someone on Instagram. It’s about finding an influencer that best represents your brand’s mission and values.
Being a famous influencer with many followers doesn’t always mean getting the most engagement out of your campaign. You want to find an influencer whose style matches yours, one that speaks to your target audience and resonates with their interests.
To do this, look at how people interact with the influencer on social media. Are they posting photos of themselves doing things they love? Do they post videos of themselves talking about topics relevant to your customers? If so, you’ve found yourself an influencer.
Once you’ve identified an influencer, ask yourself what makes her unique. Does she write blog posts about products similar to yours? Is she known for being funny? Or maybe she’s a food blogger who loves cooking healthy meals.
You don’t want to go too far off-topic, though. Your influencer needs to speak to your target market. So, think about what type of content she shares on social media. Does she post recipes? Photos of herself eating foods like pizza or ice cream? Videos of her trying out different beauty products?
The key here is authenticity. Find someone who truly reflects your brand.
START THE CO-CREATION OF CONTENT WITH THOSE INFLUENCERS THAT HAVE GREATER AUTHENTICITY
Influencer marketing is one of the most effective ways to reach consumers online today. But it requires a lot of planning and preparation. You need to understand what type of content works best for each influencer, and you need to make sure that the content aligns with your brand values.
The key to creating successful influencer campaigns is to co-create content with an influencer. This way, you’ll be able to connect with your target audience better, and you’ll increase the chances of converting those eyeballs into sales.
This is where it gets tricky. Brands often think they can dictate terms to influencers, but that rarely works. Instead, try collaborating with influencers to co-create content together. This allows influencers to maintain ownership over their content while still getting paid.
CREATE A CALL-TO-ACTION FOR YOUR INFLUENCER CAMPAIGN
Influencer campaigns are powerful because they allow brands to reach consumers directly. But it takes a lot of planning to ensure you get maximum value out of your influencer partnerships. One way to ensure success is to add a strategic call-to-action to each post. This allows influencers to build awareness about your product while encouraging people to take specific actions.
For instance, if you want to encourage someone to visit your website, include a link in the caption of a photo. You could overlay a text link over the image if you want to encourage someone to subscribe to your newsletter. And if you’re going to encourage a fan to follow you on social media, include a button in the bottom corner of the picture.
TRY TO HOST SNAPCHAT INFLUENCER TAKEOVERS
Influencer takeovers are online events hosted by a user on a social media account that isn’t theirs. They’re usually sponsored by brands looking to increase awareness about their products. Brands pay influencers to post photos and videos about their products, but it’s up to the influencer to decide what gets shared.
So, if you have a Snapchat account, why not surprise your fans with snaps from an industry expert? Takeovers give your audience a unique experience while increasing your brand visibility. And they can be much more fun than just posting pictures of yourself. For example, Adidas enlisted musician Pharrell Williams into doing a takeover where he published his coverage to Instagram Stories of an Adidas launch event, complete with some behind-the-scenes shots.
Influencer marketing for your brand may be successful if your target demographic is active on Snapchat. Keep in mind these essential rules:
- Approach influencers with a goal in mind.
- Refrain from choosing people just based on the number of followers they have.
- Work with them to create valuable content.
- Hold influencer takeovers.
- Don’t forget to include calls to action.
With Snapchat’s popularity growing daily, collaborating with influencers to use the platform’s unique features will help you create an innovative and effective marketing strategy for your company.