We look at how Snapchat keeps up with other competitive and innovative social media platforms and how publishers and brands can make the most out of the platform for their affiliate marketing strategy.
In July 2011, the social media platform Snapchat was released and revolutionised how people communicate online using direct photo and video messaging. Snapchat is still one of the most actively used social media platforms, with 498 million active users worldwide as of January 2021 (1).
Snapchat is a multimedia messaging application that allows users to send and receive pictures and messages that are only accessible for a short period before disappearing. Users can also create ‘Stories’, a string of photos/videos available for viewing for 24 hours. By navigating to the Stories section within the app, users can view stories uploaded by friends and discover new content creators and brands. Stories are where users typically are introduced to new products and brands.
Who uses Snapchat?
Each social media channel differs in how it can help brands reach potential consumers, attract engagement, traffic and build loyalty. It is imperative to understand the nature of Snapchat’s demographics and unique advantages amongst other platforms to create a successful strategy. Because Snapchat is a messaging application, it’s not surprising that users open Snapchat over 30 times a day on average(2). To add, according to a report commissioned by Snapchat, users chose the words happy, excited, playful, spontaneous and silly when asked to describe how the platform made them feel(3). Snapchat claims that over 75% of the U.S. population between the ages of 13-34 use Snapchat. (2) With that being the case, publishers and brands will need to keep Snapchat’s demographics and user experience front of mind when using the platform as part of a marketing strategy. If an audience does not align well with an influencer’s content style or a brand’s product or services, it will not resonate and result in a poor performing campaign.
Affiliate Marketing on Snapchat for Publishers
Despite being the non-traditional go-to platform for affiliate marketing, Snapchat is a relatively straightforward place to conduct simple affiliate marketing activity compared to other social media platforms. Below is a brief step-by-step guide of the main actions needed to run affiliate activity on Snapchat.
- Outline a goal or strategy. Affiliate marketing on Snapchat can be used alongside more traditional affiliate activity on blogs and other social media channels. It may also help to build a more loyal following, increase engagement and traffic.
- Create a following to have an audience. Publishers can start off with family and friends and expand their following by sharing their Snapchat profile on their website or other social media platforms.
- Stay informed of the platform’s affiliate disclosure rules and guidelines. Publishers may need to disclose affiliate links and paid ads.
- Share unique and relevant content that resonates with the audience. Creating unique content plays a large role in standing out from the crowd and attracting new followers.
- Actively engage with followers regularly. An active presence will help build loyalty and trust. Publishers can also engage with their following by sending direct snaps for a more personal approach.
- Measure performance to find what is working and what is not. Using data will assist with making relevant optimisations where necessary.
On Snapchat, there are three different ways to include affiliate tracking links that are simple to execute.
- Snaps sent directly to followers.
- In Snapchat Story posts.
- Directly in one-on-one and group chats.
All three methods are done by taking a photo or video and selecting the paperclip icon indicated in the camera editor. The feature will open an overlay where users can type in a URL. In this case, publishers can type in their unique tracking link. We recommend always disclosing affiliate links when promoting brands and following the platform’s affiliate disclosure rules and guidelines.
Advertising on Snapchat for Brands
Before adding Snapchat to the list of social channels for marketing, brands must clearly understand what they want to achieve with this app. Consider whether the goal is to increase the conversion rate or to increase basket size. If so, Snapchat may not be the best option.
Strategies for incorporating Snapchat can include:
- Supporting Influencer campaigns. Live influencer campaigns may be optimised by requesting the influencer to include Snapchat in their promotional efforts.
- Presenting exclusive offers to increase brand awareness and conversions. This can be done via an influencer’s account or the brand’s own account.
- Create brand video content for product teasers. This is used to create excitement around upcoming product releases and is also a great brand awareness exercise.
Snapchat is a more private platform where users share personal experiences and recommendations. It can be a great environment for brands to run brand awareness activities, create influencer campaigns, reach a new audience and drive traffic.
To exercise brand awareness activity, brands can take advantage of Snapchat Ads. By using Snapchat Ads, brands can create a short video ad that is placed between the Discover and the app’s Stories section. Brands can easily set advertising budgets for their Snapchat ad and integrate Snapchat’s Snap Pixel product to accurately track campaign performance to build retargeting audiences and create optimisation strategies.
Another way brands can get in front of a new audience is via influencer campaigns. If running an influencer campaign on another social channel, optimising the campaign to include the influencer creating content on their Snapchat account may help maximise performance.
Every social media channel has a unique set of features that brands can leverage to attract potential customers, increase engagement, drive traffic and build loyalty. To make the most out of social media presence and campaigns, publishers and advertisers must first consider their own goals and marketing strategies. By further understanding how to use Snapchat, its demographic and advantages, affiliates and brands can then decide whether Snapchat aligns with their goals. If you would like to incorporate Snapchat into your affiliate marketing activity. speak to your Commission Factory contact or contact us.
- Most popular social media networks worldwide January 2021
- Snapchat - Investors Relations
- Apposphere: How the Apps You Use Impact Your Daily Life and Emotions
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