Top Challenges of Snapchat for Companies [Using Snapchat as a Business]

With hundreds of million daily users, several companies have wanted to try their luck on Snapchat. The channel allows brands to communicate with a target audience in real-time by posting engaging content. But even if there is a lot to gain, it can be difficult to succeed.

Below are some of the biggest challenges for brands that want to use Snapchat for marketing.

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Geofilter and AR lenses. What should you choose?

Recently, several brands have started experimenting with both geofilters and AR filters. Both tools are effective for building a brand identity, but you should read a bit before deciding what is best for your brand.

If we ignore the cost, then geofilters are only truly successful for companies that have a basic understanding of their own target group. If there is no substantial budget to spend on the campaign, it is better to start small-scale. Fortunately, Snapchat has made it easier for companies that want to create unique geofilters in a short time, through their On-Demand service. And it doesn’t have to be very expensive either, depending on how long you want the geofilter to be available.

One trend is that brands create exclusive geofilters that, for example, are only available in connection with the brand’s store. What makes this so effective is that you manage to package messages in a fun and engaging way without feeling like advertising. Consumers will then be more likely to voluntarily use the filter in their snaps. These exclusive geo-filters have almost become the word-of-mouth of the digital age.

Building an audience

Creating and entertaining your audience on Snapchat is tough. Unlike on other social media, one cannot promote one’s posts to appear in users’ feeds. This means that you, as a brand, have to rely on people themselves choosing to follow you.

Recently, however, it has become increasingly popular with “cross-promotion”, where companies promote their exclusive Snapchat content on their existing social media. Whether it is behind the scenes or a preview of a new product, brands are finding new ways to give their followers what they want in return for following them on Snapchat.

Snapchat is a great tool for creating authentic content. If you want to create high-quality movies and pictures, there are other platforms that are better designed for it.

For example, content can only be produced via the phone, which means that the quality can be lower than it might otherwise have been. And although a Story on Snapchat can be any length, the individual movie or image can never be longer than ten seconds.

Some brands may be scared to embrace these limitations while others throw themselves in the head before. Not least, many fashion brands have used Snapchat in recent years. These brands that radiate luxury give Snapchat their followers the opportunity to feel that they are part of something that is otherwise perceived as exclusive and difficult to access. It helps to create a more authentic image of the brand.

What are the pros and cons of Snapchat for business?

Here are some pros and cons of using Snapchat for businesses:

Pros:

High engagement: Snapchat has a high level of engagement among its users, which can make it a valuable platform for businesses looking to connect with their target audience.
Unique features: Snapchat’s unique features, such as filters, lenses, and stories, can be used to create creative and engaging content that stands out from other platforms.
Cost-effective: Snapchat’s advertising can be cost-effective, making it a good option for businesses with limited budgets.
Younger audience: The majority of Snapchat’s users are in the younger age demographic, which can be a valuable target market for certain businesses.
New features: Snapchat has been adding new features such as Snap map, Snap Ads, Lenses, and Filters which can be used by businesses to promote their products and services.

Cons:

Limited audience reach: Snapchat has a smaller user base compared to other social media platforms, which can limit the reach of businesses.
Short lifespan of content: Snapchat’s content is ephemeral, which can make it difficult for businesses to build lasting relationship with their followers.
Limited analytics: Snapchat provides limited analytics to businesses, which can make it difficult to track the performance of their campaigns and measure their ROI.
Difficulty in creating and editing content: The platform’s unique features can make it difficult to create and edit content that is tailored to the platform.
Ad format limitations: While Snapchat allows businesses to advertise on the platform, the ad formats available are limited and may not be as effective as other platforms.
Costly: Snapchat’s advertising can be costly, and not all businesses can afford it.

Overall, while Snapchat has its limitations, it can be a useful platform for certain types of businesses and marketing campaigns, but it’s not always the best fit for all businesses. It’s important to weigh the pros and cons and consider the target audience and goals of a business before deciding to use Snapchat for marketing efforts.

Why is Snapchat difficult for marketing?

Snapchat can be difficult for marketing because of several reasons:

Limited audience reach: Snapchat has a smaller user base compared to other social media platforms, which can limit the reach of businesses.
Short lifespan of content: Snapchat’s content is ephemeral, which can make it difficult for businesses to build a lasting relationship with their followers.
Limited analytics: Snapchat provides limited analytics to businesses, which can make it difficult to track the performance of their campaigns and measure their ROI.
Difficulty in creating and editing content: The platform’s unique features can make it difficult to create and edit the content that is tailored to the platform.
Ad format limitations: While Snapchat allows businesses to advertise on the platform, the ad formats available are limited and may not be as effective as other platforms.
Costly: Snapchat’s advertising can be costly, and not all businesses can afford it.
Younger audience: The majority of Snapchat’s users are in the younger age demographic, which can be a valuable target market for certain businesses but not for others.
Constant updates and changes: Snapchat is constantly updating and changing its features which makes it difficult for businesses to keep up and make the most of the platform.
Limited targeting options: Snapchat’s targeting options are limited in comparison to other platforms like Facebook, Instagram, or Google Adwords, making it hard to reach the right audience.

Is Snapchat a good platform for business?

Snapchat can be a good platform for businesses, especially those looking to reach a younger audience and build brand awareness. The platform has high engagement rates, with users spending an average of 30 minutes per day on the platform. This means that businesses have a good chance of reaching and engaging their target audience. Additionally, Snapchat’s user base is primarily made up of younger people, with 71% of US users between the ages of 18 and 34. This makes it an ideal platform for businesses looking to reach a younger demographic. The platform also offers a variety of creative tools and features, such as filters, lenses, and geofilters, which allow businesses to create engaging and interactive content.

However, it’s also important to consider that Snapchat is a relatively new platform and it’s still evolving, so it might not be the right choice for all types of businesses. For example, e-commerce businesses that rely on direct sales may not find Snapchat to be the most effective platform. Additionally, while the platform has a good user engagement, it’s not as widely adopted as other social media platforms like Facebook, Instagram, and Twitter. Therefore, it may not reach as large of an audience as those platforms.

It’s important to consider your target audience and their usage of the platform before deciding if Snapchat is the right fit for your business. Additionally, it’s important to have a clear strategy and goals in place before using Snapchat, that way businesses can create content and campaigns that resonate with their audience and help them achieve their goals.

How are businesses using Snapchat?

Businesses are using Snapchat in a variety of ways to reach their target audience and achieve their marketing goals. Some common ways businesses use Snapchat include:

Building brand awareness: Businesses use Snapchat to create fun and engaging content that resonates with their target audience. This helps build brand awareness and familiarity among younger users.
Promotions and discounts: Businesses use Snapchat to offer exclusive promotions, discounts, and coupons to their followers. This can help drive sales and increase customer loyalty.
Product launches and events: Businesses use Snapchat to promote new products and events, such as product launches and store openings. This can help generate buzz and excitement around a new product or event.
Influencer marketing: Businesses use Snapchat to work with influencers in their niche to promote their products and services. This can help increase brand awareness and credibility among a specific target audience.
Customer engagement: Businesses use Snapchat to engage with their customers by responding to their messages and comments. This can help build trust and loyalty among customers.
Advertising: Businesses use Snapchat’s advertising features, such as sponsored lenses, filters, and geofilters, to reach their target audience.

Additionally, businesses can also use Snapchat’s features such as “snap map” to target customers with location-based advertising, this way they can reach customers who are located nearby.

It’s important for businesses to have a clear strategy and goals in place before using Snapchat. By identifying their target audience and what they hope to achieve, businesses can create content and campaigns that resonate with their audience and help them achieve their goals.