Micro-moments – moments in time that last merely seconds.
With 100 million active daily users and billions of views on their videos, it’s clear that Snapchat is a force to be reckoned with. Many marketing efforts now include more of these than print, commercials or long-term strategy. Because it is 2016, creating micro-moments are increasingly important. With social media tools like Snapchat and the ever decreasing attention span of the millennial audience, the ability to communicate your brand’s message in a short and sweet way is vital.
While the majority of Snapchat users are millennials (even parents are using the app!), brands aren’t just targeting the 16-25 crowd anymore. Brands like GE, Food Network and CNN are using Snapchat to connect with users. They use celebrity “appearances” or takeovers on their channel to gain followers (users have to be friends with the brand to see the content), and market behind-the-scenes footage. It’s a more personal look at the brand and an opportunity for the brand to develop a real social voice.
In late 2015, Sour Patch Kids launched a five-day Snapchat campaign using Vine star Paul Logan. The content was full of 10-second clips of different interactions with a life-size Sour Patch Kids. Over the five days, Sour Patch Kids’ Snapchat account gained 120,000 new followers, almost seven million video views and an increase in Twitter and Facebook activity.
News outlets like People and CNN and ESPN have designated channels on Snapchat dedicated to breaking news. Delivering news via social networks is brilliant — how many millennials 18-21 are going to sit down and read the paper or turn on the news everyday? You can probably only count a few. How many will open Snapchat during the day? Too many to count. Because this marketing effort lasts only seconds, the content needs to be relevant and eye-grabbing, which makes it a great place to share world news.
Snapchat is a useful marketing tool for brands looking to connect with their millennial (and adult, sorry mom and dad) audiences. Making content short, sweet, to the point and relevant will help draw and maintain an audience. Snap away!