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CONTENT / INFLUENCE / SCALE INFLUENCER MARKETERS GUIDE TO SNAPCHAT Do you want to launch an influencer marketing campaign using Snapchat? Heres what you need to know.early 160 million people use Snapchat every day to interact with friends, watch stories, see world events, and take in content from top publishers. In fact, every day Snapchat reaches 41 percent of all 18- to 34 year- olds in the United States. While those are impressive figures, the main reason that Snapchat works so well is the nature of the platform: It lets brands interact with followers not available anywhere else. Businesses have adapted to the limited lifespan of each Snapchat post, which gives each post a sense of urgency for audiences. Because of its visual properties, Snapchat provides a great forum for cultivating authentic relationships, which is the foundation of influencer marketing. Word-of-mouth advertising has always been a valuable channel. But the tactic has become even more influential in the digital age, when its difficult to cut through social media noise and make a brand impact. According to McKinsey, the number one element behind 20 to 50 percent of all purchasing decisions is word of mouth. Snapchat is the perfect platform for sharing stories, which makes it a great channel for influencer marketing. Beyond its word-of-mouth applicability, Snapchat is ripe with creativity and sense of immediacy, a unique characteristic to the platform. Brands can engage with powerful influencers who have the persona and the social media smarts to take their businesses to entirely new levels. Companies like Coca-Cola, General Electric, and Red Bull have found success with Snapchat influencers by following fundamental principles. Lets take a look at some of the basics to get started SNAPCHAT FOR INFLUENCER MARKETING N USING SNAPCHAT TO BOOST CAMPAIGNS AND SALES Snapchat may not be the first platform that comes to mind when deciding on business marketing tactics to boost campaigns and sales, but it is becoming more and more popular because its fun and delivers user numbers. On any given day, Snapchat reaches 41 percent of all 18- to 34-year-olds in the United States. Over 150 million people use Snapchat every day. Source: Snapchat internal data. 76 percent of Snapchat users are online shoppers. Snapchats daily users spend an average of 30 minutes a day in the app. Lenses One of the most interesting ways for a brand to get exposure on Snapchat is with their product called lenses. Lenses consists of various filters that users can add to their video posts to create sound and interactivity. Sponsored lenses let companies brand experiences, which can then be shared throughout the Snapchat community. Brands such as Sony Pictures, Universal Studios, and Pixar all bought lenses to promote their films (including “Finding Dory” and “Ghostbusters”). And while the cost of 1these sponsored lenses can be prohibitive to smaller companies, Snapchat is growing its lenses product with new, innovative solutions for brands of all sizes. Tactics When developing a marketing campaign for Snapchat, its a good idea to keep its functionality in mind. Snapchat essentially lets you share photos and videos with other Snapchat users. So the objective of any campaign is to get your content to those Snapchat users who will engage with it. However, there are some strategies and campaigns that have proven to be more effective for brands on Snapchat. Takeover campaigns. In a Snapchat takeover campaign, a brand lets a Snapchat influencer run its channel for a day or more. The influencer essentially takes over for the brand while snapping photos and videos for followers. The brand and influencers can then direct followers on other social media platforms to engage with the Snapchat takeover, creating quite a buzz for the brand. MEASURING SNAPCHAT ANALYTICS Unfortunately, Snapchat doesnt have any built- in analytics tools. But there is one third-party tool Snaplytics that can be used to measure campaign success. Metrics are automatically tracked and calculated quickly before your Snaps disappear. With Snaplytics you can get results on the following elements: Your number of stories The average and total number of story opens The average and total number of story screenshots The average story completion rate The average open rate The estimated total number of followers The ratio of pictures to videos that you post Your top five tagsThere are some fundamental pieces of information available to be calculated manually that will help you gauge campaign activity. Snapchat metrics that can be tracked include: Which users have viewed a Snap Which users engaged with a Snap or story Which users communicate via chat Which users engage with coupon offers The amount of views for each story The amount of screenshots takenThe effectiveness of a Snapchat campaign is then calculated by dividing the number of opened Snaps by the number of Snaps you sent out. This will give you your Snap open rate. These results will help you understand what worked in your campaigns and where there are opportunities to improve what youre doing in your Snapchat marketing. 2 THE OBJECTIVE OF ANY SNAPCHAT CAMPAIGN IS TO GET YOUR CONTENT TO THOSE SNAPCHAT USERS WHO WILL ENGAGE WITH IT. Coupon codes. People love to use coupons, so implementing a coupon campaign is a great strategy especially for products in the fast food category. This is also the only real way to track analytics with Snapchat, so brands find it particularly valuable for that. Pre-event or product launch. Snapchat is a great platform with which to build anticipation for an upcoming event or product launch for your company. The quick-view format of Snapchat is perfect to create teasers that can be cadenced and released to users to build excitement for the event. Be a little flexible with your target audience. Snapchats user base skews to younger people, so youre in luck if that is already your target audience. However, Snapchat can still work for you even if you target an older demographic. Snapchat is picking up more and more users in the 25+ category. Source: Snapchat internal data. Influencer campaigns. Those brands without the deep pockets of companies like Sony, Starbucks, or Budweiser are moving toward influencer marketing, which can be more cost-effective for them. Selecting an appropriate influencer and giving him or her latitude to deliver your messaging with personal style can be the most powerful type of campaign tactic on Snapchat.3 3 POPULAR SNAPCHAT INFLUENCERS napchat users are more inclined to follow people they know personally, or those they view as influencers. This is because they seem to be authentic, and users respect what they say. In marketing terms, this is pure gold, because influencers have massive power. All brands need to do is align with the right influencers, who promote their products and tell their brand stories. The rest is marketing nirvana as the sales roll in and communities grow. Word of mouth is considered the most authentic form of promotion, and Snapchat is just an organized version of that. Snapchat users dont like overproduced photos and videos and again, Snapchat delivers. There is also something that incites urgency to act in the disappearing world of Snapchat posts. So, who are these darlings of the Snapchat influencer world and what are their objectives? They come equipped to talk about topics such as beauty, sports, gaming, food, travel, and more. They also have serious skills and major personalities, which win them big follower numbers. Some of the most popular Snapchat influencers working today include: Amy Schmittauer is a content marketing and business coach who works with brands to leverage social media marketing channels for business growth. Cyrene Quiamco earns about $500,000 a year as a Snapchat artist whose Snaps garner anywhere from 10,000 to 15,000 views each. Brands are paying her up to $30,000 for a single Snap. Eva Chen writes and edits for “Conde Nast,” and Snapchat influences on traveling and shopping. She also works for “WSJ Magazine” as a contributing editor. Logan Paul is a superstar influencer who attracts millions to his social media accounts. Paul is a comedy director and actor who has worked for brands such as Dunkin Donuts, Nike, Pepsi, and Doritos. SHOW TO FIND INFLUENCERS ON SNAPCHAT Snapchat has come a long way from its early days of use almost exclusively by teenagers having fun. The user base has now transitioned to those over the age of 25, increasing the reach and buying power of the community. When a brand is interested in launching an influencer marketing campaign, there are some critical factors to consider for identifying and engaging with influencers to create positive results for everyone involved. Lets take a look at what works. Consider the Millennials Millennials are especially drawn to influencer marketing. They like to make up their own minds about purchases and prefer to take the opinions of those they respect and trust rather than relying on promotions and advertising. If they like an influencer, they will be more likely to make brand purchases on a repeat basis. They value loyalty, and will give their loyalty in return if they feel an influencer and brand are relatable. Millennials want authenticity from brands, and the best way to do that is for brands to establish influencers who are relatable to this important group. Be Diligent About Monitoring Social Media Channels One of the best ways to find an influencer for your brand is to spend some time on social media channels to see who your customers engage with. What subjects do they find interesting? Are there people they reach out to on a regular basis? Who are they listening to? The answers to these questions could lead you to some pretty amazing influencers among your target audience. When you identify possible influencers, take note of how they engage with followers. How do they respond? What tone do they set in their communications? Can you tell if they have values that are in alignment with your brand? Its also a good idea to look for influencers that are active in your industry. If your brand embodies a health or fitness solution, its beneficial to find influencers who are already active, interested personas in that category. Seek Out Influencers That Align With Your Companys Values Of course, influencers with large followings are attractive commodities when developing an influencer marketing initiative. Ultimately, though, 4 SNAPCHAT INFLUENCER MARKETING SUCCESS EXAMPLES With the introduction of Snapchat Stories, brands began to see the value of the platforms 24-hour appeal and along with that came opportunities for brands to take advantage of the new phenomenon. Red Bull is a brand that uses influencers with success on Snapchat. One of its best campaigns was when it let Canadian snowboarder Mark McMorris take over its Snapchat channel for a day. Followers caught McMorris going about his day in his extreme sports lifestyle, checking out a surf shop in San Diego and heading to the mountains at Big Bear Mountain later in the day. Part of what made the campaign work is that Red Bull is all about extreme sports and the content was spontaneous and entertaining for its followers. GrubHub used Snapchat influencer and artist Michael Platco, who drew illustrations of chicken drumsticks combined with facts about chicken wing consumption related to the Super Bowl. Platcos talent showed how innovative graphics from an established Snapchat persona can create buzz and generate sales outside of traditional TV advertising or other social media platform promotions. Michael Platcos talents were also put to creative use when the ABC Family channel let him take over their channel while watching the program “Pretty Little Liars” every week. The channel garnered 800,000 new followers in just a three-month period.5 its best to select an influencer that is in sync with your brands core values and personality in the marketplace. Its also important that any influencer you choose has a strong following of loyal readers. In this case, quality does trump quantity when it comes to building a community. Authentic, relevant followers are more important to a brand than sheer number of followers. Be Savvy in Your Approach With Influencers Many in the digital marketing world think that the best way to approach influencers is to establish communications with them before youre ready to engage. Its important to build a relationship to determine whether a business arrangement would be a good fit for the brand and the influencer. When youre ready to initiate an influencer campaign, change the dialogue to direct communications of what your objectives are, how you think the influencer can help meet your goals, and how you will measure success. Influencers will normally indicate in their social media profiles how they prefer to be contacted (email, phone, social media, etc.), and its wise to stay within those parameters. You want to build a relationship of respect, and establishing this by honoring their contact preferences will go a long way in building trust. One way to easily connect with influencers who match your brand is to use an influencer marketplace. You can think of an influencer marketplace as a one-stop-shop for all your influencer marketing needs. Youll be able to review the profiles of influencers who are relevant to your brand and can use the platform to create projects and to ease the collaboration process. Since the influencers on a marketplace platform have been vetted for quality of content and engagement, you have some reassurance that the person you decide to work with wont end up flaking on you. If the project does fall through, you can use the marketplace to find a new collaborator. Once youve connected with a potential influencer, be direct in what youre trying to accomplish with an influencer marketing campaign. Provide as much information as you can about your brand and how you see the influencer as an important ambassador for your company. Make your message compelling and give the influencer a reason to want to Snapchat influencer Cody Johns works his magic for Coca-Cola when he is often given the beverage giants channel for events it sponsors. Johns puts his marketing spin on events such as NASCAR races, and also posts his activity on his personal account, encouraging his followers to watch. Coke was able to tap into Johns huge following and gain almost instant marketing success. These big brands have found collaboration with Snapchat influencers is a powerful mark
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