Snapchat is one of the newer social media platforms but its popularity is increasing, particularly with a younger demographic. While users are posting pictures and videos about their day, brands are using snaps to create interest in their products, services or events. Brands also are using Snap Ads to target potential customers by location, age, gender, mobile network carrier, device or operating system, and type of content with which users engage.
By using the new Snapchat Memories feature, I created a Snap Story that targets Pink & Blues shoppers by enticing them to come in and see the new merchandise. I have used Snapchat for personal use, to stay in touch with my college kids, see what they are up to and share what I am doing. While I had never considered it as a platform for a brand, I think it would be effective for achieving specific marketing goals. Brands that have seen success using Snapchat advertising include Gatorade, Vans, ShockTop, Kraft, Sour Patch Kids, Warby Parker and bareMinerals. According to HubSpot, brands are using Snapchat to connect with their fans and customers in a way that’s low-cost, but highly personal and engaging. The content they post on Snapchat isn’t polished: it’s raw and scrappy and fun.
This is what a Pink & Blues story on Snapchat could look like:
Store owner Lisa Milgroom told me she has used Instagram Story but has not tried Snapchat. Because her shoppers are tweens and teens, I think Snapchat would be an ideal platform. A big part of Pink & Blues sales comes from repeat business. By including Snapchat in the marketing mix, this South Florida boutique could use the features of the platform to lure its target market back into the shop. Pink & Blues could create future stories with pictures and short videos to showcase new arrivals, announce a sale, host a contest, and even build excitement for its upcoming store expansion.