When it comes to social media, B2C brands typically have the most leverage with the types of content they can create. Fortunately, the options for B2B companies are rapidly expanding with the rise of digital platforms. For channels like Snapchat, B2B brands will have another opportunity to meet this challenge, and the results have proven to be worth it. The longevity of the product is still in somewhat of a grey area, however we see snapchat following similar trends as Twitter and Facebook, especially among the millennial generation. This provides us with enough evidence to peak our interest in snapchat as a new B2B marketing platform.
What is Snapchat?
Snapchat is a mobile app that allows users to share pictures, videos, and other media. The one aspect that sets snapchat apart from other social media platforms is that there is a limited display time each “snap” receives before disappearing. While this has proven to be an entertaining method of social sharing for personal use, many companies have already began implementing snapchat into their marketing strategies for more creative ways to engage their audiences.
Why use Snapchat?
Depending on the product or service offered, B2B companies can employ innovative strategies to create a sense of excitement around their brand. The time sensitive nature of snapchat allows B2B companies an opportunity to provide calls to action, send quick tips, create 24 hour narratives, provide behind the scenes coverage, and offer deals or contests. Another added value point is Snapchats consistent expansion- they have recently launched an instant messaging feature and ‘Snapcash’ which allows users to make monetary transactions. This new social media channel can be quite valuable for B2B companies who want to increase their engagement in a casual environment, perfect for taking creative risks and testing new types of content.
Although calculating ROI at this stage in the apps progress is a difficult figure to measure, that doesn’t mean Snapchat won’t go a long way towards establishing user interest in your company and generating brand loyalty. It may take a while to see quantifiable results, but with the progress we’ve seen so far, your best bet will be to stick with it. With its ease of use, casual nature, and extensive user base, snapchat is one of the easiest ways to market your products and maintain cultural relevance in an ever changing online market.