How to Use Snapchat for Video Marketing

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Did you miss the previous post in this video marketing series? No worries, you can catch up right here: A YouTube Video Marketing Guide to Increase Prospects in Your Funnel

Snapchat may have started out as a simple app for teens (originally called “Pictaboo”) in which photos disappeared once you sent them, but now it is one of the fastest growing social media platforms today:

How to Use Snapchat for Video Marketing

Although brands, such as Taco Bell, were making good use of this platform as early as 2013, it wasn't until 2015 that Snapchat started monetizing and McDonald's became its first client with a geofilter advertising campaign. Now, just a year later, Snapchat is proving to be a great way for brands to engage followers.

Getting Started with Snapchat

In this section, we’ll dive into the different features of Snapchat and define some of the terms before we get into the marketing strategies.

Snapchat Stories

Snapchat stories are a collection of individual snaps that be viewed for up to 24 hours. Snaps can either be a picture or a video that lasts anywhere from 1 to 10 seconds.

To record a video, press and hold the button at the bottom of the main screen. To take a picture, just tap the button instead.

How to Use Snapchat for Video Marketing

Your snap stories are viewable for up to 24 hours by everyone who follows you and you can also view stories published by anyone you follow.

Some metrics you can track here are:

1) number of people who viewed your story

2) number of screenshots

3) which individual users viewed your story

The Chat Feature

By swiping right on the main screen, you’ll reach the chat page, where you’ll see options to chat individual users. To chat with someone, you can swipe right on their name after viewing their story or tap the chat icon in the upper left corner.

You can bold, underline or italicize your text by pressing and holding your caption. You can then send them a message that will disappear after they’ve read it, or if you or the recipient want to save the message, just press and hold it.

Here’s a short video (1:04) from Snapchat that explains how the chat feature works:

Lenses

Snapchat launched the lenses feature to let users overlay fun animations on their selfies.

Open the main screen of the app, make sure that the front-facing camera is activated, and press-and-hold on your face until a series of lenses appear at the bottom of the screen.

How to Use Snapchat for Video Marketing

Source: PC Advisor

Users can make rainbow vomit flow out of their mouths, add an animated mustache on their face, “face swap” with a friend, or choose from a variety of other animations.

For larger brands, Snapchat sells custom sponsored lenses. Gatorade developed a lens that allowed users to experience a virtual Gatorade dunk like the NFL pros do after a Super Bowl win, and it was viewed over 165 million times — more than the Super Bowl itself.

How to Use Snapchat for Video Marketing

Source: Snapchat

Kraft also partnered with Snapchat for a sponsored lens campaign. Through the campaign, users were be able to virtually catch macaroni in their mouths, and score points for each catch. According to the case study, the lens reached nearly 20 million users with an average engagement time of 20 seconds.

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The campaign also gave Kraft a 5-point increase in brand favorability and a 13% boost in purchase intent.

How to Use Snapchat for Video Marketing

Source: Snapchat Case Studies

The Fox television show Empire also partnered up with Snapchat to create a sponsored lens campaign. The main goal was to drive more viewers to an upcoming season premier, as well as grow their Snapchat following. Once users unlocked the lens, they could record audio vocals (which fit the theme of the show) and share them with friends.

According to the case study, they were able to reach 27 million users with an average engagement time of 20 seconds. They also saw a 16-point boost in brand awareness and an 8-point increase in intent to watch.

Ultimately, the results speak for themselves: Empire’s season premier after the sponsored lens campaign was the top rated and most-watched show on TV.

How to Use Snapchat for Video Marketing

Source: Snapchat Case Studies

Filters

Applying filters is another way to enhance your Snapchat content. After taking a photo or a video, swipe right over it to choose a specific overlay filter.

One type of filter that’s only available in specific locations is called the “geofilter.” Here are some examples from Beverly Hills, Brooklyn, and Paris:

How to Use Snapchat for Video Marketing

Source: 248am

For businesses, Snapchat has On-Demand Geofilters available. For a small charge, you can design your very own geofilter for a location of your choosing (minimum 5,000 square feet, maximum 5,000,000 square feet).

You can learn more about these On-Demand Geofilters in this video (0:50):

If you’re hosting a local event or meetup at an office, an On-Demand Geofilter could help you spread the word more effectively.

Gary Vaynerchuk used this type of geofilter to “brand” his book launch event as well as a keynote presentation.   
how-to-use-snapchat-for-video-marketing10

Source: Gary Vaynerchuk

Vans partnered up with Snapchat to add a custom On-Demand Geofilter in various locations throughout the U.S. to highlight spaces that represent Vans’ history. The geofilters featured eye-catching art to accurately represent the Vans brand.

According to the case study, 20% of people who unlocked the geofilter chose to send it to their friends. Vans saw a 34-point boost in purchase intent — which is 2.5x greater than standard benchmarks for mobile retail. They also saw a 20-point boost in brand favorability, which is 3x greater than standard benchmarks for mobile retail.

Adding friends

To add friends on Snapchat, tap the Snapchat logo at the top of the main screen of the app.

Click “add friends” to add your pals by username, from your contacts list, by snapcode, or to add people who are nearby.

Snapcodes are unique QR-like codes that you can use to quickly add new friends. Just screenshot someone’s snapcode, go to “add friends -> add by snapcode,” and then allow Snapchat to scan the snapcode from your photos.

This can also an effective way to build a following on Snapchat. For example, Forbes replaced their Twitter profile picture with their snapcode so that their Twitter followers can easily screenshot the code and follow them on Snapchat with just a couple of clicks.

Learn More: 10 Ways to Get More Snapchat Friends for Your Business

How to Use Snapchat for Video Marketing

Our Single Grain CEO Eric Siu did something similar with his own Twitter profile:

How to Use Snapchat for Video Marketing

Now that we have a good sense of the components of the platform, let’s dig into how to leverage them in your overall video marketing strategy.

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