Snapchat, boasting 363 million daily active users, is undeniably far from the label of “dead,” often ascribed by some critics. It continues to be a significant and influential platform.
For entrepreneurs and digital marketing professionals, particularly those focusing on the Gen Z demographic, incorporating Snapchat into your content marketing strategy for 2023 is a wise move. In this article, we’ll delve into the reasons why and provide insights on how to effectively harness its potential.
Getting Through To Gens Z And A
Reaching older demographic segments is often achievable through traditional media like print, television, and radio. However, engaging with the under-25 age group can be a more challenging endeavor. Snapchat, on the other hand, proves to be a valuable resource for marketing to this demographic.
In fact, by 2020, the age group of 15-to-25 constituted the most substantial proportion of Snapchat’s user base, accounting for 48%. This indicates that a substantial number of high school and college-aged individuals are active Snapchat users.
Familiarizing yourself with Generation Alpha (or “Gen A”) is becoming increasingly important. Generation Alpha follows Gen Z, and many definitions classify them as those born from 2010 through the mid-2020s.
In essence, the eldest members of Generation Alpha will become teenagers in 2023. Employing Snapchat marketing strategies allows you to connect with this emerging youth demographic, especially as more Gen Alphas become of the age where they can legally join Snapchat.
Leveraging Augmented Reality:
· Snapchat’s strength:
Augmented reality (AR) features and Lens Studio.
· AR’s significance:
Believed to be the future of tech.
· Market potential:
Predicted global AR market value of $461 billion by 2030.
· Growth projection:
Expected to grow at 41.5% annually from 2020 to 2030.
Marketers and business leaders should focus on this emerging marketing channel.
AR filters, unlike static ads, naturally grab the viewer’s attention and work well for engagement.
More than two-thirds of Snapchat’s ads have sound enabled by default. So, if your ad strategy relies on voice-overs, music, or dialogue, Snapchat is a good choice.
- Snapchat’s 2018 UX/UI overhaul led to a significant backlash from users.
- Even influential users like Kylie Jenner expressed dissatisfaction and stopped using the app.
- This contributed to over $1 billion in lost market value for the company.
- Snapchat faced other challenges, including declining stock values from mid-2021 to 2022.
- In July 2022, Snapchat lost 39% of its stock value.
- Nevertheless, the outlook for Snapchat’s user base is optimistic.
- Insider Intelligence anticipates it will surpass 500 million users by 2024.
Fiscal Bounce Back:
- Snapchat+ paid subscription program is a successful revenue source.
- It generates revenue directly from users.
- CEO Evan Spiegel expects it to bring in an extra $350 million in revenue in the coming year.
Snapchat Marketing Best Practices
- Snapchat marketers should maintain a similar posting frequency as with Instagram and Facebook, aiming for at least one Snap Story per day.
- Snapchat’s unique feature is the ability to use geofilters through sponsored lenses, allowing for creativity and community-building.
- Sponsored lenses are exclusive to a specific location, adding a unique aspect to your snaps and fostering a sense of community within that location.
- Creating lenses and filters in Snapchat is straightforward within the app’s interface.
- Personalize your lens for your business by incorporating your company name, colors, or logo.
- Utilize this customized lens in your daily Snap stories.
- Consider adding humor or silliness to make it more appealing to your audience, encouraging them to use it as well.
A significant Snapchat mistake for business owners is treating it like a personal account and neglecting custom lenses. To distinguish your brand, create a creative and humorous Lens aimed at engaging local Snapchatters. Snapchat marketing may not be suitable for every business, as it predominantly caters to Gen Z and millennials. If you aim to attract an older audience, diversifying your marketing channels to platforms like LinkedIn, Facebook, Twitter, and YouTube may be more effective.