Ask the Expert



Q: Should My Brand Be On Snapchat?

For those who are not familiar with the channel, here is a brief description. Launched in 2011, Snapchat is an ephemeral messaging app that lets brands and users send snaps of up to 10 seconds in length. Snaps can consist of a photo or a short video, and can be edited to include filters & effects, text captions and drawings. After a snap has been published, it becomes inaccessible – never to be seen again.

What's important for brands to recognize is that Snapchat can be used as a communication tool. If you're hosting or taking part in live events such as a grand opening or trade show, Snapchat allows your audience direct access to the event, no matter where they are. You can also use the channel to tease new products or even show them behind-the-scenes footage of your company.

When creating content in Snapchat, as with any other channel, your main goal should be to add value to your consumers. The challenge with Snapchat is that you only have 10 seconds to do it. Being eye-catching, entertaining and even funny (and not trying to drive traffic to a landing page or website) will get you far.

If you're wondering: "How can I reach my target audience in Snapchat?" know that it's always beneficial to become a "1st mover" in big, popular networks. Understand that as the channel matures and grows, so too can your audience and visibility.

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