Snapchat isn’t just fun for teenagers! More and more companies are active in the app. Now you may be asking yourself: why and, above all, how? In our article, we explain why Snapchat makes sense for companies and what you should definitely consider in your marketing strategy. You’ll also learn how to create custom Snapchat filters for your business. We answer these questions:
How does Snapchat work?
Snapchat is a free instant messaging service. It can be used on both smartphones and tablets. The app allows the user to send photos and other media to friends that are only visible for a certain number of seconds before being automatically removed. Overall, the messenger service differs from other social networks such as Facebook or Instagram. Businesses can set up their own Snapchat account too. They can use this to provide app users with information, sweepstakes, entertaining content and more. In addition, you can communicate via Snapchat with one or more people in the chat and exchange media with each other.
Snaps, Filters and Snapchat Stories
You can add various Snapchat filters to the sent media, also known as “Snaps”. You can apply these filters to their Snap by swiping left or right. Snapchat offers two filter options: On the one hand, there are effects, also called lenses, which you can apply before taking a photo or filming. Among other things, you can distort your face, apply dog filters or other animal effects and even change your voice. On the other hand, there are Snapchat filters that only apply after the photo or video has been created. With these, you can add text or emojis to the image or give it a new tint. There are also geofilters here. These are only available in certain locations, such as a specific place or landmark. If you take a photo or video in such a place, you will be offered the appropriate Snapchat filters directly in the app.
The My Story mode gives you the opportunity to put your snaps together into a little story. Similar to Instagram, you can, for example, document your day or share impressions. This content is visible for a maximum of 24 hours.
Snapchat for business – explained step by step
So that you too can score with your company on Snapchat, we have summarized some useful information for you on this page.
1. Create a business account
A business account gives you access to Ads Manager on Snapchat. To create a business account, you must provide your company name, your name, business email address, and select a time zone and currency. Once you create an account for your business, Snapchat will prompt you to create your first campaign and set up an ad account. In the second step, you have to specify the payment method.
2. Create your own Snapchat filters
You can even create your own filters, called community filters, on Snapchat. You will need an image editing program such as Adobe Photoshop or Lens Studios. You can find tons of guides online on how to create your personal Snapchat filter.
3. Discover section
The Discover feature on Snapchat has been around since early 2015. This is a platform for media companies that work closely with Snapchat and therefore have a dedicated channel on the app. These include, for example, Geographic, CNN and VICE.
4. How to place ads
When it comes to advertising, Snapchat offers a decisive advantage over other social networks: All content accessed on Snapchat receives the user’s full attention, since the content is always actively accessed and is shown in full view on the display. In addition, Snapchat has conspicuously unconventional advertising formats to present a company or product. We have listed the individual advertising campaigns for you below:
- Snap ads are small advertising windows between users’ individual snaps. Here you can place advertising videos in portrait format. With a swipe movement, users can open a new screen within the placed ad and thus receive further information. The costs vary and depend on how many people you want to reach with the placed ad.
- There is also the option to create Sponsored Snapchat filters. These include on the one hand the so-called on-demand geofilters, which are particularly suitable for marketing campaigns for shops, restaurants and events. These are filters that relate to the geographical location of the user and can be designed as desired, for example with a logo. On the other hand, it is possible to offer your own lenses in the app for a limited period of time. These are created in cooperation with Snapchat. In addition to the animated image mask, the logo also appears on the screen. Official figures regarding the costs are not publicly known but are estimated to be in the six-digit range for a few hours. These are advertising formats that the user does not necessarily perceive as advertising – this is really rare in the advertising industry!
This will give your business more reach on Snapchat
Reach also plays a crucial role on Snapchat. However, you have to work this out first. The best way to do this is with good content about your account that appeals to your target group. You can also use other platforms, your website or your newsletter to draw attention to your Snapchat account. The so-called Snapcode has also proven to be useful. This is an individual QR code that can be captured with a camera and then forwarded to the corresponding profile. This can be attached to menus or product packaging, for example.
Conclusion: The USA is leading the way
Snapchat brings up some potential in terms of marketing. However, Snapchat marketing is still in its infancy in this country. Some companies now have an account on Snapchat and use the app for marketing purposes. However, there has not been a sensational campaign in this country so far. In the US, on the other hand, Taco Bell, for example, has had some success with Snapchat. Companies and brands in particular that want to address a young target group should therefore definitely deal with Snapchat. But we also advise other companies to do the same, because platforms like Instagram are getting closer and closer to Snapchat.
Common questions about Snapchat for business
Snapchat is a free instant messaging service. It can be used on both smartphones and tablets. The app allows the user to send photos and other media, such as videos, to friends that are only visible for a certain number of seconds before being automatically removed. Overall, the messenger service differs from other social networks such as Facebook or Instagram. Businesses can set up their own Snapchat account too. They can use this to provide app users with information, sweepstakes, entertaining content and more. In addition, you can communicate via Snapchat with one or more people in the chat and exchange media with each other.
There are already personalized filters for private individuals for around 4.50 euros. The exact prices for corporate filters are not known at this time.
To create a business account, you must provide your company name, your name, business email address, and select a time zone and currency. Once you create an account for your business, Snapchat will prompt you to create your first campaign and set up an ad account. In the second step, you have to specify the payment method.
You can make your own Snapchat filters. You can find some instructions for this on the internet. To create the filter you need an image editing program such as Adobe Photoshop.