Snapchat is the second-widest-reaching social media platform, with over 60 percent of smartphone users accessing the app, according to eMarketer.
Analysts expect that user base to explode following the company’s announcement this week of its newest product called Memories, which enables users to save their snaps for later viewing.
Here are three tips to help you stay ahead of these and other changes with a Snapchat presence of your own:
1. Educate management about Snapchat’s value. The best way to earn management’s support for your Snapchat strategy is to ensure that it supports your overall business goals.
Experian, for example, is dedicated to being a “champion of consumers.” That mission guides every business decision the company makes, including its own foray into Snapchat.
“We explained to management that Snapchat serves as a wonderful channel for us to engage, educate and help those consumers in real-time,” says Michael Delgado, senior manager of social media at Experian. “We explained that Snapchat is more than just a financial literacy tool for us—it’s a platform to start and nurture relationships.”
Delgado is quick to add that a successful Snapchat strategy is about more than creating helpful and interesting stories for your target audience. “It’s also about engaging back with them,” he says.
This means watching their snaps and showing that you care by snapping back. You’ll get more visibility and engagement this way. You’ll also find out what your target audience wants to know about.
“Snapping back to others’ stories is just as important [as]—if not more than—creating your own stories,” Delgado says.
Register for PR Daily’s July 14 webinar “Snapchat Secrets Webinar: Build a Snapchat site to boost buzz and business” to quickly set up a branded Snapchat presence.
2. Don’t wing it; storyboard your snaps. Creating a good story on Snapchat on the fly can take a lot of time—and drain your smartphone battery.
That’s why Delgado recommends storyboarding your skits in advance. “This helps you plan out what you need, what dialogue you’ll use, who’ll be featured and how each snap will look—including emojis, filters, lenses and text,” he says.
Experian’s team created storyboard templates to help craft its stories. The templates are provided to team members before they snap at events.
“These storyboards can help us stay consistent in our storytelling,” Delgado says. “They also provide guidance to other team members who are just getting started on Snapchat.”
3. Repackage visual assets. One simple way to increase your Snapchat following and help your snaps live longer is simply to repackage them for other social media channels.
Experian does this by uploading its favorite Experian Snapchat stories to YouTube. Delgado’s team also takes screenshots to post on its blog and other social media sites, such as Pinterest and Twitter.
Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. Experian social media specialists Michael Delgado and Christina Roman, along with Cathy Hackl, live video strategist at Boom Social, will share more Snapchat tips in PR University’s July 24 webinar, “Snapchat Secrets Webinar: Build a Snapchat site to boost buzz and business.”