Snapchat, a photo and video sharing application, for business may not seem like the most natural fit at first glance, but hear me out. The company’s “My Story” feature may just change your mind.
The platform, which has a demographic made up of primarily 13 through 17 year olds, is known for its short messages that automatically delete after a certain number of seconds, pre-determined by the user. Think of a text message that automatically deletes five seconds or so after you open it. Kids and young adults have been latching onto the platform to share messages with their friends, and businesses are starting to slowly follow.Snapchat is currently being used by brands (for example Audi, Taco Bell, and McDonald’s) to create excitement about an upcoming launch, share exclusive previews with customers, and send out special deals in a single Snap. But why settle for one lonesome Snap when you can tell a full story using the app’s “My Story” feature?
So what’s this feature all about anyway? Glad you asked. According to Snapchat, a Story is a series of “Snaps threaded together to create a flipbook of moments for all your friends to see. Each individual Snap lives for 24 hours before it disappears. There is no limit to the number of Snaps you can add to your Story, and no rules for what you post. Anything goes.”
This sense of urgency and fear of missing out means that most messages are read within the 24 hour time frame – a win for businesses looking to get their message out quickly in a quirky, creative, and emotional way. Yes, emotional. Stories have an ability to create an emotional connection between your brand and the user. Through photos and short snippets of text, you have the ability to establish a feeling that’s difficult to re-create in a single image or text alone. And in creating an emotional connection, you create loyalty.
From Free People to GrubHub to HBO’s ‘Girls’— even brands that I wouldn’t consider myself a true fan of— have me captivated by their stories, hungry to see what they’ll come up with next, and invested in the brand’s success.
Marketers are still trying to unlock Snapchat’s full potential. But if your target demographic is Gen Z, you may want to check out the platform that has teens and young adults coming back for more.