When the White House announces it has signed up to Snapchat, you know this social media platform isn't just a passing fad. Acquiring more than 100 million daily active users since launching in 2011, Snapchat delivers more than seven billion video clips each day. In fact, the platform is beginning to compete with the likes of YouTube and Facebook when it comes to daily video views.
With numbers like these, it's little wonder Snapchat is an attractive proposition for advertisers. White House director of product management Josh Miller sums up this sentiment well, explaining: “In light of the number of Americans who use the service to consume news and share with their friends, the White House is joining Snapchat to engage this broad cross-section of the population in new and creative ways."
And it’s not the only one. More brands are beginning to establish accounts on the platform to engage further with consumers, however, it's still a relatively scary playing field. Tending to stick to the likes of Facebook, Twitter and Instagram, even those that have dipped their toes in have done so tentatively. L2's Intelligence Report: Social Platforms found only 16 per cent of brands with Snapchat post daily - far less than on other social media platforms.
Doing it well
As companies begin tiptoeing around Snapchat, a few lifestyle brands are showing how it can be done - with Burberry, Michael Kors, Calvin Klein, Balmain x H&M, and Victoria's Secret just a few who have jumped aboard the Snapchat train in superior style. Examples of this include Burberry allowing followers to see a live photo shoot with Mario Testino and Christopher Bailey in action, Michael Kors taking followers backstage during New York Fashion Week, Calvin Klein encouraging models to post selfies via the app, high-profile representatives for Balmain x H&M including Gigi Hadid giving Snapchat catwalk previews and behind-the-scenes selfies, while at Victoria's Secret - fans were given instant action on and off the catwalk before the brand’s renowned runway show.
Getting started
While it's always a little intimidating starting out on a new social media platform, the great thing about Snapchat is your early attempts won't be stored there to embarrass you forever - each post disappears after 24 hours. To set up a Snapchat account, you need to download the app and then provide an email address, birthdate and phone number. You will then be taken to your home screen. Tap the "ghost" at the top of the screen to reach your profile page. It is here you can see who has added you, you can add friends, or you can see who your contacts are.
Snap happy
Now you're in, it's time to get content on your "Story". To take a picture or video, tap on the big circle button at the bottom of the app - tap once for a picture or tap and hold for a video. To add text to the image, tap on the image itself and a text entry box will appear. You can also draw on the image by using the pencil icon at the top. To choose how long you want your picture to show for, tap on the clock icon at the bottom left of the app.
Sharing is caring
Now you've got your photo or video all ready to go, it's time to share! Click on the arrow button in the far right hand corner and then choose whether to share it to "My Story" or to your contacts. You can also choose the story share function found in the middle of the bottom screen - the icon looks like a square with a little plus symbol in the corner. As a brand, you will most often be sharing to "My Story". "My Story" shares the image with every user following you, whereas the contacts option will only allow you to select specific users you wish to share the post with.
How it can work for brands
While Snapchat's origins saw the app limited to one-on-one messages from one individual to another, the app now allows for one-to-many broadcasts through the "Stories" feature. By posting and loading a snap to "My Story", brands can target any user following them. For those brands wanting to really invest in this medium, Snapchat has launched its DISCOVER section - a place where brands can pay to have their story listed and viewed by anyone on Snapchat, regardless of whether a person follows the brand.
Finding accounts and being found
Not too keen on forking out the big dollars to appear in the DISCOVER section and unsure of how to get your brand “discovered” on Snapchat? This is where you need to be leveraging other marketing tools. Use drivers on Instagram, Twitter and Facebook to alert people to your Snapchat account. Start including your Snapchat handle at the end of press releases, catalogues, brochures, and e-blasts, as well as adding it to your email signature. Include a Snapchat icon on the homepage of your brand website. Wherever you promote your social media handles, add Snapchat so people can easily track you down.
So now you have all the tools for getting started, be brave and get out there. Embrace the imperfect, real-time, raw unedited style of Snapchat and start sharing your behind-the-scenes action, quick how-tos, new packaging brainstorms - the list of potential Snapworthy options is endless...
