Snapchat was launched in 2011 and has gone through several changes since, gone are the days of short boring videos. With the explosion of Snapchat, fashion brands have been using the instant photo-messaging app to expand their digital reach. Visuals is key for fashion and retail brands when engaging with their consumers.
With the Millennials and Generation Z predominantly using Snapchat, fashion and retail brands can greatly benefit from using Snapchat as part of their digital marketing strategy. Millions of young adults and teenagers use the social media platform on a daily basis, meaning you have a great opportunity to reach them.
H&M, Sephora, Burberry and ASOS are some brands that have embraced Snapchat by posting ‘stories’ seen by millions throughout the week, more so when fashion events are occurring or launches of new products. Snapchat is a quick and efficient way for fashion marketing.
How to Use It
You are able to create ‘Stories’ by adding Snaps together to create a narrative. When adding a snap to your story it exists for 24 hours before disappearing, making room for a new one. This can be shared with your friends or everyone.
Digital Marketing Benefits of Snapchat
Snapchat is a great way of building buzz abut upcoming launches and new items, it gives the consumers a chance to have fun when connecting with their favourite fashion brands.
With the amount of people ditching computers and turning to their smartphones, Snapchat is ideal for reaching consumers, even though it’s still in its early days. Scheduling stories ahead of time will be possible in the future from your browser.
Cons of Using Snapchat
In some areas Snapchat isn’t as refined as other social media platforms. In order for people to find your company, they will need to type in its exact username whereas on Facebook, Twitter or Instagram they wouldn’t necessarily have to do that.
It can be a bit tricky to measure engagement as your consumers are not able to like, comment or share Snaps. The platform isn’t the cheapest to advertise on either and doesn’t provide the most accurate analytics but doesn’t mean there won’t be improvements in the future. The price starts from $179/Month.
Snapchat is like a storybook, with a beginning, middle and an end, meaning you are able to see the Completion Rate of your snaps. Your metrics also provide you with information about the Total Unique Views, which are the number of people who have opened up the first frame of your Snap story for at least a second. You are also able to see how many people have taken a screenshot of your Snaps which can in turn be used as an engagement tool.
Measuring Snapchat analytics isn’t the simplest as it is still in its infancy much like the early days of Instagram’s analytics. It’s a new process and a learning curve but doesn’t mean you shouldn’t measure your metrics as it can be very valuable in order to get to know your audience better.
Snapchat’s user adoption rate is showing no signs of slowing down and where consumers are, brands will follow. By creating your social media presence early on Snapchat means there’s less competition with the other brands and a lot of room for you to build an organic following, which is quite an advantage.
The added originality of businesses using the platform means that mega brands like Burberry and Dior get added media coverage, and partnering up with influencers is an effective way of building up an audience quickly.
Has your fashion or retail company used Snapchat? We’d love to hear what your thoughts and how your experiences have been like.