SnapchatA POV from Pace

Leveraging Snapchat for Content Marketing

September 2015

Snapchat: The Basics

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What is it?Snapchat is a messaging app for sharing moments. Take a photo or a video, add a caption or doodle, and send as a snap. Or, add multiple snaps to your Story to share with one or all friends. Friends can view snaps for up to 10 seconds, and Stories for up to 24 hours, and then the information disappears. Currently, there is no charge to have an account on Snapchat.

Why is it important?• Snapchat reaches highly engaged 14-28 year old Millennials.• 50% of Americans age 12-24 have used Snapchat.• 60% of active users are on the app daily, up to 22x per day.• Snapchat was used by 29.4% of Apple Inc.'s iPhone users in

the U.S. as of January 2015.• Snapchat has a large global presence, with a reported half of

all users outside of the U.S.• The app is only available via mobile, so mobile penetration

among this highly coveted audience is huge.

Sources: Snapchat, Bloomberg

The Content Opportunity for Brands

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Engage with Millennials Through Authentic, Relevant Content• Find new audiences for your content and connect with Millennials

through snaps and Stories.• Deliver authentic and relevant content that resonates – feature

products, experiences, events, destinations, offers, announcements and more.

Activate Contest & Promotions• Activate contests in Snapchat, encouraging users to share Snapchat

screenshots, selfies and doodles on other social networks such as Instagram. Require users to tag your brand and use a defined hashtag.

Source UGC to Integrate Across Social Channels• Generate UGC by collaborating with Snapchat users and influencers.• Collect snaps to your Tumblr page for longevity of content.• Integrate your campaign with other networks, such as Twitter for

increased engagement and response.

Geo-Target content• Geofilters for brands is currently in beta. Once opened to all, this will

be an ideal feature for connecting with audiences in specific locations.

The Pitfalls to Avoid

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What should brands avoid?

Authentic Content is Key• Don’t be disingenuous. Millennials are open to marketing from

brands as long as the brand shows that it understands them and relates to them.

Engage. Don’t Promote.• Don’t use Snapchat as a channel to blatantly promote your

product or service. Instead, tell a meaningful story.• Don’t rely on Snapchat to demonstrate a direct ROI. Use the

social network to generate awareness and build brand affinity; then integrate with other networks for measuring response.

  

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“It’s a real-time platform for us, where we’re able to do a lot of storytelling.”

Sr. Social Media Specialist, Taco Bell

Uses Snapchat for:Product launch snapsShort-form video storiesQuizzesGamesPersonalized e-cardsTracks engagement via hashtags

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“GE uses Snapchat to show off a more casual side of their brand.”

Business 2 Community

Uses Snapchat for:Sequential info on energy/space/techChallenges and contestsInfluencer/celebrity takeoversSpecial announcements

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McDonald’s became the first brand to buy into sponsored geofilters.

June 2015

Contact usto discuss how Snapchat can fit into your content program.

Brooke WagnerDirector, Social Media and Content Activation brooke.wagner@paceco.com