Snapchat as an interface to the customer: How companies can profit from the trending app
Sharing, communicating, consuming
Which opportunities present themselves for businesses?
- Ads: Videos in a vertical format are placed in between Snaps in stories (by friends, businesses or discover stores). For more information, users can swipe up, e. g. to read a follow-up article. If the video is irrelevant for the user, he can simply “swipe it away”. Until now, placing ads has always happened directly through Snapchat. But recently it became known, that Snapchat now offers ad placements by third parties with an ad API.
- Lenses: Silly face animations, which the user can apply to the design of his Snaps. This includes, for instance, the popular rainbow filter, where a user can have a rainbow run out of his mouth. The American fast food chain Taco Bell has used this option and offered users “taco lenses”. Costs for offering such a lens are at around 450,000 Dollars per day for businesses, according to bloomberg.com.
- Geofilter: Location based overlays can be applied to Snaps in order to individualize them. These filters are often limited to a specific, very limited area and time frame. Businesses can, for instance, use them for a regional event for a limited time (fairs, concerts, etc.). As one of the first businesses, McDonalds has offered a filter with french fries and burgers, which can only be retrieved in McDonalds branches.
- Live Stories: Businesses can sponsor story topics, where users can add their own and thematically relevant Snaps. The city of Paris has taken it up at the beginning of the year and created a story called “Paris”, where users can add their best Paris snaps. This way, a very personal and individual Paris guide has been created, which, in the best case scenario, has motivated some Snapchat users to travel.
- Own Snaps: Of course, the same things that private users like about Snapchat goes for businesses as well: Snapping (and even for free so far!). Creative snap chatters find themselves for instance at Birchbox (an American shipping service of beauty product samples). As an announcement for a special edition they snapped a first, exclusive view behind the scenes and added an URL. Users had to be quick to take a screenshot of the Snap so they could then use this URL to order the special edition.
For businesses that are already on Snapchat and also for those, who are planning to open up an account, it’s important to keep up, closely watch the constant developments, try out new features and don’t be afraid to throw routine behavior overboard. Because, to quote Snapchat: “Life’s more fun when you live in the moment!”