Snap Stress: What It Is, and How to Navigate It

If you work at an agency, your feelings towards Snapchat have gone in these three directions at some point:

“Snapchat?” You’re facing the big question: should your brand be on Snapchat? Deciding whether to commit depends on your goals for the platform, and diving in can have some complications. Unless you are a publishing partner, you have limited to no access to Snapchat’s new API and services. So where does this leave the small to mid-size agency?

“Snapchat.” Your company has acknowledged that the emerging social media giant is here to stay, and your digital marketing teams may be racking their brains trying to conjure up an effective content strategy for their clients.

“Snapchat!” This is the stage of enthusiasm, and (hopefully) prolific content creation. No matter what industry you’re in, it doesn’t hurt to have an additional stream of content and an alternative social platform for flexing your creative muscles. Once you get used to it, Snapchat can be a perfect vehicle for breathing fun, refreshing new energy into your brand. Just don’t get bogged down by thinking you’re not getting up to speed fast enough.

Now that we’ve identified the three stages, let’s dive into what you can do to alleviate your Snap Stress.

Create an Account, and Pick Your Content

If you decide to take the plunge and roll out an engagement campaign on Snapchat, you’ll first need to create an account that matches (or closely matches) your existing handles across social. Pretty easy, right? Next, log into your Snapchat account online and download the high-resolution PNG of your Snapcode, a scannable code that simplifies adding friends and unlocking content.

Next, you’re going to need to start creating content to attract followers. Consistent posting is key, but what types of content should go on your channel?

• Products – These can be at the heart of your content strategy. Topshop saw amazing performance when putting its merchandise at the forefront. Whether it’s showcasing a product line or unboxing the next big seller, brands are giving their followers a closer look via Snap.

• Event Coverage – Live stream your event presence with the tap of the finger or create a custom Geofilter (an overlay that explains the “where and when” of a Snap) for attendees to use.

• Takeovers – Allowing influencers to take over your account (i.e., post to their heart’s content under your name) for a specific timeframe is a great way to build a following while generating engaging content.

• Company Culture – Tell your story or showcase the day-to-day lifestyle that makes your company (and the people who lead it) unique.

• Contests and Giveaways – Everyone loves free stuff, especially your followers on Snap.

This is just a quick introduction to what can work, and what a brand can do with their Snapchat presence. In all reality, the sky’s the limit for where your content can go, as long as you nail down the basics of your account, your voice and who you want to connect with. Happy Snapping!