Is Snapchat the Next B2B Marketing Tool for Your Brand?
For those who aren’t familiar with the mobile app, Snapchat, it is a multimedia app with more than 100 million users, that allows you to send brief digital content for in-the-moment experiences.
While millennials continue to represent a significant portion of Snapchat’s user base, the platform also appeals to Generation Z and increasingly, older demographics. Recent data shows that about 75% of Snapchat users are aged between 13 and 34. This broadening audience enhances the app’s potential for various B2B industries, seeking to reach not only tech-savvy young professionals but also more varied age groups.
The challenge that marketers face today, whether it be B2B or B2C, is that you have to be involved with all of the different social media platforms in order to evolve. Many people fail to see how Snapchat can be another tool for B2B marketers, or do not take it seriously as a mainstream content contender, but they could be seriously missing out. Snapchat is not likely going away anytime soon, so to simply ignore it and say “well, that’s not where my customers are,” is simply an oversight, because whether they are on Snapchat for business or personal reasons, they are still there engaging with your brand. I recently heard the Global CMO for GE, Linda Boff, speak at #BMA16 and loved her point that:
“Customers don’t log on to a different internet at night.”
With Snapchat being one of the fastest growing platforms out there, it provides your company the opportunity to better understand your audiences’ changing needs and desires and to get a summary on what has happened in the last 24 hours. Just this month, the app released a new API that will not only enable brands to purchase 10-second video slots, but will also allow your business to track who is coming into contact with your brand’s experience on Snapchat.
Snapchat’s Advertising Tools
Snapchat offers various tools designed to enhance B2B marketing efforts. The Snap Ad Manager allows businesses to craft targeted campaigns with easily customizable ad formats. Ads can automatically create content with real-time product information, tailoring it to user interests. These tools give marketers the ability to refine their strategies and measure engagement effectively, providing deeper insights into consumer behavior.
Now, what can B2B companies utilize it for? Most of the time social media platforms all get lumped together and treated as the same, when in reality, they accomplish and approach things in very different ways. How you communicate on Facebook is different from Pinterest, which is different from Snapchat—and people go to those channels for a different purpose. Facebook is more of a browsing, news and social outlet whereas Pinterest is very purposeful and very niche for different individual interests. Snapchat is a different way for you to communicate who your brand is through creation of stories that will add value to your audience. Understanding how to use the platform will make it easier for you to create appropriate content.
Successful B2B Campaign Examples on Snapchat
Some B2B companies have successfully harnessed Snapchat to connect with their audience. For example, GE has utilized the platform to showcase its technological innovations through engaging stories and behind-the-scenes tours, demonstrating the brand’s thought leadership and strengthening its connection with a younger audience.
People no longer want bullet points from companies on the features and benefits of your product and why it’s so amazing. With so much parody in products and price, you cannot break through to customers without providing something different and showing that you are a brand that can engage with them.
It is important to recognize that with platforms such as Snapchat, Vine, and Instagram, B2B marketers need to start acting like media companies. Snapchat really isn’t a space for traditional and glossy advertisements, it is a source for creating awareness and experience for your brand because your audience has become more savvy and are aware when they are being “sold to.”
Leveraging Snapchat’s analytics can greatly improve measurement of ROI in marketing campaigns. Snap Pixel tracks conversions from Snapchat ads, allowing businesses to analyze customer actions and optimize advertising strategies. This data-driven approach helps brands adjust campaigns for maximum impact and accurately attribute value across various touchpoints.
Snapchat is very experiential, very in the moment and therein lies the major opportunity. So, if you’re at a tradeshow, or a conference, or you are doing a demo, you can post behind-the-scene videos and pictures to invite your audience into that experience.
How do people interact with your product? B2B has a lot of manufacturing involved; if you are in that space, seeing how a machine works, how it provides a solution, how it makes somebody’s life easier—you can show that visually with a video, a picture, you could time stamp it, or you could create your own geofilter. If you’re a larger corporation and seeking to humanize your brand, then you can find ways to further build on a relationship with your audience. Is the CEO going to engage in a 10-second Snap that will resonate with who your brand is and create personality for your brand? The options are limitless and the rule book is out the window.
While Snapchat may not be the end-all-be-all for your marketing approach, its strong digital profile can organically create a sense of content urgency like no other platform. Because of the way content disappears after 24 hours, and keeps the length of stories very short, consumers are more likely to keep coming back for more.
Common Misconceptions About Snapchat in B2B
There are prevailing misconceptions that Snapchat is unsuitable for B2B marketing. In reality, the platform offers unique opportunities for businesses to engage creatively with their audiences. By focusing on storytelling and experiences rather than traditional ads, brands can foster deeper connections, proving that Snapchat is a valuable part of a comprehensive marketing strategy.
Lastly, the assumption that Snapchat is primarily for millennial entertainment purposes does not discount the app’s value from a business standpoint. Millennials are becoming more and more active in the industry and they will continue to seek information and entertainment through channels that they know. A recent survey found that Snapchat is more popular than Facebook among 72 percent of millennials. It is important to play the long-game and plan for the future, because while Millennials may not be your biggest customer segment, they will become that in the future, and what they’ll remember is how your brand’s experience made them feel through its social presence.
Whether your B2B brand is geared toward the building industry, healthcare professionals, or something else entirely, developing and utilizing a consistent Snapchat strategy will create brand loyalty and can generate awareness through engaging your audience with unique content.
