Wise Wednesday #57: Snapchat Marketing (Ephemeral Content)

This week on Wise Wednesday, we're diving into Snapchat Marketing, focusing on the unique challenges and opportunities presented by ephemeral content and its dominant demographic: Gen Z. Snapchat is a platform built on fun, intimacy, and real-time communication, making it the perfect channel for brands aiming to be authentic, interactive, and immediate.

1. Understanding the Snapchat Demographic and Mindset 👻

Snapchat's primary user base is composed of Gen Z and younger Millennials. Their mindset on this platform is distinct:

• Intimacy Over Audience: Unlike Instagram or TikTok, Snapchat is often used for communication with close friends. Users value authenticity and shared experiences over polished, public perfection.

  
  

• Immediacy and Ephemerality: The core feature is content that disappears. This creates a sense of urgency and encourages users to pay attention right now, as they won't see it later.

  
  

• Play and Interactivity: Users are there to play with Lenses, filters, and games. Marketing must be fun, interactive, and non-intrusive.

  
  

2. Content Strategy: Mastering Ephemeral Storytelling

Your content must capitalize on the temporary nature of the platform.

• Behind-the-Scenes (BTS): Share raw, unscripted, and fun glimpses into your brand, office, or product development. This aligns with the platform's authentic, in-the-moment feel.

  
  

• Teasers and Countdown: Use Snapchat Stories for short, engaging countdowns or teasers for upcoming product launches or sales. The urgency created by the 24-hour limit drives action.

  
  

• Quick Tutorials/Tips: Deliver information in fast, snappy segments. Use text overlays and emojis that mirror the typical communication style of the platform.

• Exclusivity and Rewards: Offer Snapchat-only discount codes or early access links to reward followers and incentivize them to check your Story daily. This directly translates ephemeral content into tangible sales.

  
  

• Vertical Video Best Practices: Content must be full-screen, fast-paced, and optimized for mobile viewing (Revisit Wise Wednesday #43).

3. Leveraging Filters and Lenses (Interactive Marketing) ✨

Filters and Lenses are Snapchat's unique advertising powerhouse, transforming users into interactive brand ambassadors.

• Sponsored Lenses (AR): These are Augmented Reality (AR) experiences that are applied to a user's face or the world around them.

  
  

  • Usage: A cosmetics brand can create a Lens for a virtual try-on of a new shade. A movie studio can turn users into a character from a film.

    
    

  • Virality: Lenses are highly shareable, generating organic reach as users send the branded Lens to their friends.

    
    

  • Actionable CTAs: Lenses can include a subtle CTA button that directs the user to a product page once they're done playing.

    
    

• Geofilters: These are location-based overlays users can apply to their Snaps.

  
  

  • Usage: Ideal for local businesses, events, or retail locations (e.g., placing a branded filter over a stadium during a game). This reinforces local awareness and encourages UGC at a specific place.

    
    

• The "Play" Factor: The more fun and relevant your Lens or Filter is to the user's life, the more likely they are to use it and share it.

4. Advanced Snapchat Advertising Formats 💸

Snapchat's ad formats are built to capture attention quickly in the fast-scrolling feed.

• Snap Ads (Full-Screen Video): Full-screen, vertical videos that appear between users' Stories or in the Discover feed.

  
  

  • The Swipe-Up: The core metric. These ads must have an irresistible Call to Action (CTA) within the first 3-5 seconds, prompting the user to "Swipe Up" to a website, app install page, or long-form video.

    
    

• Story Ads: A collection of 3-20 single Snap Ads that appear as a branded tile in the Discover feed. This allows for a deeper, multi-part narrative or product showcase.

  
  

• Collection Ads: A format that showcases four specific products from your catalog beneath a single video or image. This is highly effective for e-commerce, linking directly to multiple product pages.

  
  

• Targeting: Leverage Snapchat's unique behavioral data, "Snap Lifestyle Categories," and standard demographics to target users who are actively interested in categories relevant to your brand (e.g., "Foodies," "Fashionistas").

  
  

5. Measuring Success in an Ephemeral World

Traditional metrics need adjustment for Snapchat:

• Views & Completion Rate: Focus on how many people are starting and, crucially, finishing your video Snaps and Story sequences. High completion rates signal engaging content.

  
  

• Swipe-Up Rate: The percentage of users who swipe up on your Snap Ads, directly measuring immediate conversion intent.

• Usage & Sharing: For Lenses and Filters, measure the number of unique users who used the AR feature and how many times it was shared with friends.

In Conclusion:

Snapchat marketing requires a distinct strategy focused on urgency, authenticity, and play. By leveraging interactive AR Lenses to turn users into brand content creators, and by using the platform’s unique ad formats to drive immediate action via the "Swipe Up" feature, brands can effectively tap into the highly engaged and influential Gen Z demographic.