10 Seconds or Less — Exploring Snapchat

The future of social media is here…then it’s gone in ten seconds. If you don’t know what social media platform I’m talking about yet, let me introduce you to Snapchat. According to WhatIf.com, Snapchat is defined as “a mobile app that allows users to send and receive “self-destructing” photos and videos.” This essentially means that users can send “snaps” for a period of ten seconds or send a ten second video to their “snap story” where it remains for up to 24 hours.

What does this mean for influence marketing? 

Once again, businesses and influencers are going to have to adjust what they expect of each other as we see more and more influencers turning towards Snapchat as their main social platform.

In order to work successfully with influencers it’s imperative that as marketers we know the top trends and best practices for influence marketing on Snapchat. The top two trends of influence marketing on Snapchat are generally promoting a product by talking about it and “Snapchat takeovers.”

First let’s explore  working with a social influencer as they generally promote a product. Similar to any other social platform, brands work with influencers by offering them four things — cash, travel, access or product. In this case blogger GypsyLovinLight is working with UK cosmetics brand Eye of Horus to promote some of their new product. Posting this on her story, her followers will see that she is working with and is excited to try out new product from this brand. IMG_6816

What does this mean for influencers?

Offer new product to key social influencers and encourage them to post about it on Snapchat. It’s a relatively new platform that is still up and coming so it’s not yet saturated with content, making it easier for a brand to break through.

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The second top used trend among Snapchat social influencers are “Snapchat takeovers.” Top brands and designers such as Tommy Hilfiger, Maybelline and Mui Mui among others have worked with social influencers as they take over the brands Snapchat, telling all of their followers to follow the brands Snapchat for the day to see what they’re up too.

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Above — Supermodel Gigi Hadid works with Tommy Hilfiger as she takes over the brand’s Snapchat as she prepares for the Met Ball. Below — Following Tommy Hilfiger, fans of Gigi will see snaps similar to the ones below capturing her night

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What does this mean for influencers?

Working with an influencer as they take over your brand’s Snapchat is all dependent on what you want and how influential that influencer is. Working with high-profile influencers, such as Gigi, allows for the option to follow her as she prepares for a major event or just follow her around for the day.

Other brands such as Maybelline have teamed up with influencers showcasing how to use the product and how well it stays on throughout their day. Remember to stay true to what your brand is and work with influencers whose daily routine fits in with your product.

 

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