Snapchat is a marketer’s dream. As both a messaging platform and a social network, it boasts a highly engaged community of 173 million active daily users worldwide. While initially embraced by younger generations, as new social platforms often are, today Snapchat is slowly gaining traction among other demographics. As a result of its growing popularity, it now generates an average of 10 billion video views every day.
And while B2C marketers were quick to take note of this powerful platform, what about B2B brands? If you’re a B2B marketer, should you be considering Snapchat? Is it a waste of time and money trying to market on a platform that’s primarily the domain of millennials and Gen Z-ers? The answer, as you might expect, is it depends.
Should B2B Brands Be Snapping?
There are a number of good reasons why a B2B brand might consider branching out and using Snapchat. Like a lot of social media, Snapchat plays on people’s fear of missing out (or FOMO for short). In fact, no one does it better because Snapchat deletes any posted content after just 24 hours. In other words, catch it now or you’ll miss your chance.
What’s the point? Well, it’s a matter of playing to human psychology. Take curiosity, FOMO, and our need for positive reinforcement (which can be sated by viewing great content), add in a 24-hour ticking timeline, stir well, and you’ve got the perfect recipe for keeping people coming back for more.
Not surprisingly, many large B2B organizations are already on the bandwagon. Among others, these include General Electric, IBM, Cisco, data analytics company Dun & Bradstreet, and even NASA. The reason is simple: Because Snapchat allows you to create content on your mobile phone in real time, it’s a way for brands to connect with consumers in an honest, down-to-earth way. In fact, it can help even the most unexpected brands appear dynamic and fun. And it can allow your company to shine in unexpected, attention-grabbing ways that your competition probably hasn’t even considered yet.
Because of its immediacy, authenticity, high engagement, and the views it delivers, you should at least consider incorporating Snapchat into your marketing strategies for 2018. Not sure where to start? Let’s explore the various types of content that B2B companies can create and share on Snapchat.
Snapchat Content for the World of B2B
Regardless of the platform or channel you use to distribute it, telling a story and delivering quality information is the key to creating good, shareable content. Snapchat, for all its immediacy, is no different. Planning for the “off-the-cuff” moments below should be an important component of your Snapchat strategy. It can be as easy as creating a working list of questions before an event, or clearly outlining with your teams the rules and regulations around what’s acceptable for sharing and what’s not.
Make Use of Your Thought Leaders
Have you spent time building up your corporate thought leaders’ reputations? Go behind the scenes and showcase them at functions, conferences, or internal, enterprise-level events. People love getting a glimpse behind the curtain, and Snapchat is an easy way to deliver that.
Q&As and Sneak Peeks
Is your social media team innovative, brand savvy, fun, but also trustworthy? Then, by all means, allow them some Snapchat freedom with a series of customer Q&As or “from the factory floor” videos. Or set them free on the conference room floor to record and share short guest interviews or sneak peeks of what’s next for your brand.
New Products, Trade Shows, or Other News
Take advantage of Snapchat’s unique chronological sharing, and start telling your story. Bring potential clients and customers into new product launches, test runs, or news conferences by grabbing and sharing images and video as the event moves from start to finish. Do the same at trade shows, especially if there are well-known guest speakers from your industry presenting.
Depending on your industry, encourage clients and customers to create and share industry or brand-specific user-generated content. If it suits your business, dedicate one day a week to answer direct questions or deal with queries. If things get awkward or a question requires an in-depth response, politely ask to take the conversation offline. And, if you’re really worried that a Q&A might go off the rails, be sure to have your social media team standing by to manage the situation.
Snapchat: Not for Everyone, But Worth Considering
Maybe you don’t feel comfortable associating your B2B brand with an application like Snapchat. And that’s perfectly ok. It’s an option to consider, not one that you absolutely have to use. It may not be compatible with your brand, or you simply might not have the time or resources for yet another social media platform, particularly one you’re not sure your B2B buyers are spending tons of time on.
Fair enough, but consider this: If you do have the resources and money to dip your toe in Snapchat’s waters, it’s worth giving it a try. B2B selling is all about building relationships, and relationships don’t get built in a vacuum. They get built across all kinds of different touchpoints and channels. And those “youngsters” on Snapchat today? Well, they just might be the next generation of buyers and deal makers you’re trying to reach.
And for help in selecting the right tone of voice for your Snapchat strategy, download our free guide, Watch Your Tone! The Ultimate Guide to Developing Your Company’s Tone of Voice