How Snapchat Fits into Your Ecommerce Marketing Strategy
Is Snapchat advertising right for you? Maybe yes, maybe no.
A lot of businesses assume they have to be doing something on the latest and greatest social media channel, so they start doing it without considering if it really makes sense for their business. This is a great way to lose money and get distracted from your core business goals and your core customer.
Not every channel is for every business.
The key is to ask yourself this question: Is your target ecommerce customer on Snapchat?
If they are, then read on to see how you can leverage Snapchat for your business.
If not, feel free (and relieved of peer pressure) to say no to Snapchat advertising.
Does Snapchat Fit Into Your Ecommerce Ad Strategy?
The greatest potential for Snapchat advertising is at the top of the ecommerce funnel. It’s best used for brand building and awareness, while other channels are more often used for direct sales.
Why is Snapchat helpful for building an ecommerce brand?
1. The Platform Design
The Snapchat platform was designed for content consumption and creation. However, it’s incredibly limited in terms of the action you can take. There isn’t anywhere you can add a “click to purchase” CTA. But it does put your brand in front of a strong potential customer base.
2. The Audience Mindset
When a user opens Snapchat, they do so for only two reasons: to watch stories and snaps or to publish one of their own. They’re not in the mindset to purchase. Your ads won’t be very successful if you try to take them down a different path.
If you’re going to utilize Snapchat ecommerce advertising, use the platform as it was intended. Focus on enhancing your target audience’s experience on Snapchat by providing quality content for them to consume in order to build your brand.
Options for Advertising on Snapchat
Sponsor a Custom Geofilter
Geofilters are just like other filters on Snapchat, but they only appear when users are in a certain location. You can design one of your very own for people to use in their own snap and story creations.
Create a Lens
This is a bit more technically difficult and much more expensive, but lenses are highly effective. Lenses are the features in Snapchat that overlay images (often moving images) onto your face.
Check out this sponsored lens from Taco Bell in this article.
Create a Sponsored Video Ad
These are stories created by your company that play between other stories that a user is watching. This is a great way to take advantage of a consumer’s reason for being there (watching content) and get them in front of your brand without pulling them away from that purpose.
Partner With an Influencer
Influencer marketing (and micro-influencer marketing) is growing like gangbusters today. Find an influencer on Snapchat that has your target audience and partner with them to create content. Get them to unbox your latest product, share your most recent promotion, or provide a review.
Is Snapchat a Good Fit for Your Ecommerce Brand?
Each advertising channel has its advantages and its proper place in your strategy. Look at Snapchat for brand awareness and other channels like AdWords (now known as Google Ads) or Google Shopping ads for direct sales. The right mix will depend on your brand and your target audience.
Know who your customers are, and dream big for your target audience that you’re pursuing. If Snapchat is a way for your brand and potential customers to get to know each other, then why not give it a try?
Reach out today for extra guidance. Don’t let a lack of familiarity keep you from taking advantage of the potential of Snapchat for your ecommerce business. Our team would love to help you discover if your brand would shine in the Snapchat world.
