Are you struggling to create engaging Snapchat content? You can relax because a strategic approach to Snapchat is a snap (I’ll be here all week).
Here’s the primary reason why Snapchat is so popular. The content is ephemeral, captures attention, and is easy to understand - all of which greatly appeals to millennial demographics.
Did you know the attention span of an average human being is now less than that of a goldfish? According to scientific research, a person’s attention span in the year 2000 was approximately 12 seconds. Fifteen years later and that attentiveness has shrunk to 8.25 seconds. As attention spans decline, short-lived content that lives on Snapchat becomes more critical for social marketers to build relationships with their audiences.
Snapchat released the first iteration of Stories in the fall of 2013, allowing people to share full series of content in quick succession. In the first 8 months, there were 1 billion Stories viewed per day, which is a higher activity rate than daily engagement with Snaps.
Snaps allow friends to directly share photos or videos that disappear from feeds 10 seconds after the content is opened.
Stories broadens the reach of content to a larger network and extends the lifespan to a full 24 hours with unlimited viewability.
But how do you create the right types of content for those Stories, and what kind of impact can you expect within a 24 hour period? We’ll present 3 distinct ways to create content that stands out in cluttered mobile news feeds, and even a few tips to extend the longevity of your Stories.
Customize Your Creatives
There’s a real premium placed upon custom content, especially in such competitive landscapes like social media. The brands that promote unique and eye-catching content are more likely to stand out from the competition and forge deep connections with the people most likely to become customers.
There are a number of preferred tools you can use to take your Snapchat Stories to the next level. Tools that are programmed into the Snapchat app, such as emoji stickers, doodles, captions, and other creatives may also provide all the creativity you need.
Sometimes the right creativity means more than selecting the right customization tools. The most engaging pieces of content could even be promotions repurposed for a Snapchat Stories experience.
For example, GrubHub created a Story encouraging viewers to interact with the content and participate in a promotion. This was a strategy that worked for GrubHub and gave them brand recognition as one of the top brands using Snapchat Stories.
Everything viewers need to know about the content is in the narrative of the Story. By embedding links to coupons, contest descriptions, and submission forms, GrubHub built a community of active Snapchat followers who regularly engaged with their Stories.
They managed to customize not only the content but the experience provided to people who see the Stories.
GrubHub’s strategy is both educational and entertaining, which are two of the core values required to win over millennials on Snapchat. Clearly, based on market data, the types of content millennials find most interesting are brief, entertaining, informative, and unique.
Tap Into Your Memories
Snapchat released Memories in the summer of 2016, and there are plenty of creative ways you can use this feature to create custom Stories.
Once you’ve created your content, and customized it with as many creative assets as you choose, tap the save icon on your screen. Rather than download the content to your phone’s camera gallery, select Memories and save your content there.
This extends the life of your content beyond the 24 hour limit in Snapchat Stories.
As you compile a library of Memories, find common themes or threads within your content to create a unique narrative. This is a great way to increase your creative output onto Snapchat, especially if your social marketing team is small or stretched for time.
Repurpose Stories that performed exceptionally well in terms of:
Ideally, you’ll see similar numbers for each of these metrics in your second go-around.
You can also target the release of your Memories Stories around big events, and tag your content with the appropriate hashtags. One great idea to pursue? Find a way to insert your repurposed Story into a #ThrowbackThursday call out to increase visibility and exposure.
Create Searchable Snapchat Stories
Effective March 31, 2017, Snapchat Stories are now searchable within the app. The company released a video showcasing how this new feature will work.
You’ll notice there’s a search bar located at the top of the screen within Stories. Snapchat programmed this search bar so that anyone can find the Stories they find interesting using related keywords.
This feature essentially makes Snapchat its own search engine.
According to statements issued by Snapchat, over 1 million publicly shared Stories are now searchable through the app. Your job as a social marketer is to make your Stories and your content appear when people input relevant keywords into the Snapchat search engine.
Your ability to feature Stories in the search results will largely depend on how much content is created for certain keywords. Terms containing large volumes of related content will present Stories at faster rates, while keywords with less related content allow Stories to sustain for longer periods of time.
Whenever possible, focus on creating content that’s optimized around terms with little-related content. This way your Stories are granted extended featured status in the Snapchat search results, which increases your chances for higher impressions, clicks, and engagement.
Snapchat remains one of the most crucial social channels for digital marketing campaigns. Download the “Marketer’s Guide to Snapchat” for advice on the types of content to create for Snapchat, the types of ad products you can use on the channel, and best practices to increase the value of your branded content.