Before you roll your eyes, for the sake of what little street cred I have, let me start by saying that my interest in Snapchat was piqued because my siblings (aged between 16 and 21 years old) kept talking about how much “fun” the platform was. Perhaps it’s the older sister in me who wants to prove them wrong about how it’s just another futile social platform, or as usual, I’m just curious to try out a digital novelty. Although I wouldn’t go as far to say it’s fun for me (yet), but I can see the messaging platform having potential benefits for certain types of businesses. Here are a few factors to consider before you consider launching a corporate Snapchat account:
1. YOUR CONSUMERS
First, think of your company’s consumers- customers who buy your services or products. Next, think of Snapchat’s user base: besides being consisting mostly of youth (75% of its users are younger than 25 years of age as of 2014, according to Business Insider), they’re also tech-savvy. They have a constant urge to take out their devices to record moments- this demographic is accustomed to receiving, sending and interacting with information this way. The instant gratification from a like is now replaced by being the first to tell a story about a moment. Snapchat users are also part of a demographic of social account users who want to shift away from mainstream platforms, and in a world where anything you put online will always be out there, there’s comfort in knowing that whatever shenanigans you post will somewhat (I say somewhat since there have been reports of leaked inappropriate pictures from the platform) disappear.
Unlike Instagram and Twitter, where what you post can cost your job, there’s a lesser likelihood of making mistakes on the ephemeral platform. So, ask yourself, are your customers interested enough to jump ship to turn to Snapchat as one of their main platforms? I’m more likely to consume news and content from my Twitter feed, so I am not your typical Snapchat user. Where does your audience gather?
The @generalelectric GE Snapchat account
2. YOUR COMPANY
Would your company benefit from starting a new line of communication? Would your consumers care enough that you are now present on another platform besides Facebook and Twitter? Sectors such as banking and government aren’t very well suited for Snapchat- it would be difficult to attract Snapchat’s users if you’re creating content that still relates back to certain industries (logistics and construction are two more examples of this). The creative industries (like media production) and businesses in retail and F&B can benefit from Snapchat. Mashable uses its Snapchat account to show behind the scenes snippets and tech coverage, whether it’s covering CES 2015 or giving a preview to the new gadget they’re reviewing. Before you sign your company up for an account, think twice whether those production resources are put to better use elsewhere.