Should Your Company Be on Snapchat?

Answer These Questions First

More users than Twitter. A huge valuation. Young people love it. Yes, Snapchat is the latest darling of the social media world, and for good reason. Young, private, and insular, it’s the polar opposite of Facebook – more treehouse hangout than family dinner.

Brands have taken notice, and now, frustrated with content efforts on other channels, are flocking to Snapchat. But should you? Here are some questions to answer before you embark on a Snapchat marketing campaign.

Is your target market on there?

Snapchat has one of the youngest demographics of all social media platforms. It’s also the most irreverent. Snapchat thrives on casual, fun conversations, not obliquely transactional ones like advertising product, or having conversations with consumers. It’s about making a brief, aggressive statement. If you’re looking to sell to Generation Z, and can have a little fun, Snapchat is the place to be.

If not, there are better pages.

Are you regularly sending out emails?

Yes, emails. Although not capturing headlines and thinkpieces, branded emails are still the bedrock of digital marketing. If you are not sending out regular emails, you are missing a key piece in capturing consumers, and directing them to new outreach efforts (such as Snapchat.)

If you are not sending out emails, consider starting before beginning a Snapchat campaign.

How much time do you want to spend?

Until recently, you could only upload live content to Snapchat. That has changed with the rollout of moments, but Snapchat is still the most time intensive social network. Reason being? The live content is the most engaging content.

Considering this, it should take about 5-10 hours per week to be on Snapchat, engage with your audience, and plan future content ideas. If you don’t have the time, Snapchat may not be right for you.

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