Snapchat is one of the most popular social media platforms, with over 500 million monthly active users. While it started as a way for users to share disappearing photos and videos with friends, it has since evolved into a powerful marketing tool for businesses. In this article, we will explore how to use Snapchat for ecommerce marketing, and provide examples of successful campaigns that have been run on the platform.
Before we dive into the specifics of Snapchat marketing, it’s important to understand what sets Snapchat apart from other social media platforms. Snapchat is unique in that it is highly visual, with a focus on short-form, ephemeral content. This means that businesses need to be creative in order to capture the attention of Snapchat users, and that their marketing efforts should be tailored to the platform’s unique characteristics.
With that in mind, let’s take a look at some of the ways that ecommerce businesses can use Snapchat to reach their target audience and drive sales.
Use Sponsored Lenses and Filters
One of the most popular features on Snapchat is the ability to add lenses and filters to photos and videos. Ecommerce businesses can take advantage of this by creating sponsored lenses and filters that feature their products or branding.
For example, clothing brand ASOS ran a sponsored lens campaign in which users could try on virtual versions of the brand’s sunglasses and hats. The campaign was a huge success, with over 1.5 million snaps featuring the ASOS lens.
Similarly, fast food chain Taco Bell created a sponsored filter that added a taco shell and other Taco Bell branding to users’ snaps. The filter was used over 224 million times in just one day, making it one of the most successful Snapchat campaigns of all time.
Run Snap Ads
Snap Ads are full-screen video ads that appear in between Snapchat Stories. They are highly engaging and can be a great way to reach a large audience.
Ecommerce businesses can use Snap Ads to promote their products, highlight sales and promotions, or showcase their brand in a creative way. For example, clothing retailer H&M used Snap Ads to promote their Coachella-inspired clothing line, while beauty brand Maybelline used Snap Ads to showcase their products in action.
Use Influencers
Influencer marketing has become increasingly popular in recent years, and Snapchat is no exception. Brands can work with influencers to promote their products and reach a wider audience.
When choosing influencers to work with, it’s important to look for those who have a large following on Snapchat and whose audience aligns with your target market. You should also make sure that the influencer’s content is aligned with your brand’s values and aesthetic.
For example, cosmetics brand MAC worked with makeup artist Patrick Starrr to promote their new lipstick collection. Starrr created a series of Snapchat stories showcasing the lipsticks in action, which were then shared with his 3.2 million Snapchat followers.
Create Snap Stories
Snap Stories are collections of snaps that can be viewed by a user’s friends for 24 hours. Ecommerce businesses can use Snap Stories to showcase their products, provide behind-the-scenes glimpses of their operations, and share user-generated content.
For example, online retailer Nasty Gal uses Snap Stories to showcase their latest fashion collections and highlight sales and promotions. They also share user-generated content, such as snaps of customers wearing their clothing.
Offer Exclusive Discounts and Promotions
Snapchat can be a great platform for offering exclusive discounts and promotions to your followers. You can create unique discount codes that can only be redeemed on Snapchat, or offer early access to sales and promotions to users who follow your account.
For example, clothing brand American Apparel used Snapchat to offer their followers a 20% discount on their next purchase. Users had to screenshot the snap and show it in-store or enter the discount code online to redeem the offer.
Host Contests and Giveaways
Contests and giveaways are a great way to engage your audience and generate excitement around your brand. Snapchat is the perfect platform for hosting these types of campaigns, as you can ask users to submit snaps or stories as entries.
For example, clothing retailer Forever 21 used Snapchat to host a Valentine’s Day contest in which users had to submit snaps showcasing their best Valentine’s Day outfit. The winner received a $500 Forever 21 gift card.
Collaborate with Other Brands
Collaborating with other brands can be a great way to reach a wider audience and tap into new markets. Snapchat is a great platform for these types of collaborations, as you can create joint campaigns that showcase both brands.
For example, fast food chain McDonald’s teamed up with fashion retailer Forever 21 to create a series of Snapchat stories promoting McDonald’s new McWrap. The campaign featured models wearing Forever 21 clothing and eating the McWrap, and was a huge success.
Use Snap Map
Snap Map is a feature that allows users to see where their friends are in real time. Ecommerce businesses can use Snap Map to promote events and drive foot traffic to their physical locations.
For example, clothing retailer H&M used Snap Map to promote a pop-up shop in New York City. They created a geo-filter that users could use when snapping at the location, and shared the filter on their Snapchat account to drive awareness of the pop-up.
Partner with Charities and Nonprofits
Partnering with charities and nonprofits can be a great way to give back to the community and show your brand’s values. Snapchat can be a great platform for these types of partnerships, as you can use the platform to raise awareness and drive donations.
For example, cosmetics brand Lush partnered with the Humane Society to create a Snapchat lens campaign promoting animal rights. The lens featured a virtual animal mask that users could wear, and Lush donated $5 to the Humane Society for every snap featuring the lens.
Analyze Your Results
As with any marketing campaign, it’s important to track and analyze your results to see what is working and what isn’t. Snapchat provides a range of analytics tools that can help you measure the success of your campaigns.
For example, you can use Snapchat Insights to see how many views and screenshots your snaps are receiving, as well as how many users are viewing your stories. You can also track your follower count and engagement rates over time to see how your account is growing.
Snapchat is a powerful tool for ecommerce businesses looking to reach a young, engaged audience. By using sponsored lenses and filters, Snap Ads, influencers, Snap Stories, exclusive discounts and promotions, contests and giveaways, collaborations, Snap Map, and partnerships with charities and nonprofits, you can build a strong brand presence on the platform and drive sales.
To be successful on Snapchat, it’s important to be creative and to tailor your campaigns to the platform’s unique characteristics. By analyzing your results and adjusting your strategy accordingly, you can continue to grow your following and drive engagement over time.
