I’m the first to admit that keeping up with the latest and greatest in the social media realm is not my forte. By the time I started tweeting, filtered images on Instagram were the preferred commodity and by the time I mastered Insta, everyone was asking me if I was on Snapchat. It can feel like a full-time job to acquire the necessary know-how to proficiently navigate the ins and outs of communicating effectively on these platforms. That said, no business can afford to ignore them and we all can agree that social media is a crucial part of any successful comms marketing strategy.
When we were recently asked by a client how they could integrate Snapchat into their event marketing plan we knew this was the perfect opportunity to immerse ourselves in the snapping world. Below is our list of the top ways to utilize Snapchat for your next event marketing campaign.
BRANDING: Create a custom geofilter for your brand or event. Geofilters are graphical overlays that are available to users within a specific geographical location (20,000 – 5,000,000 square feet) . Geofilters are a great way to engage attendees and encourage them to promote your brand for you. Customization only became available to the public in February of 2016 which means it’s still a relatively fresh idea, but one that will surely oversaturate so we see this as a tool to utilize in the next 12 months. At $5 per 20,000 square feet per hour it’s also an economical option regardless of event scope.
PROMOTION/INCENTIVES: Create a unique multi-snap story to showcase your brand or event. Hide a promotion code or other unique identifier within the story that followers can enter on the event registration page to obtain a discount or other incentive to register for the event. Remember snaps only live for 24 hours so it’s essential that such promotions are publicized on traditional social channels to maximize excitement and participation.
ATTENDEE ENGAGEMENT & INTERACTION: Think Pokemon Go (or as we like to call it, the latest fad we will need to catch up on) and gamify the event experience by creating a scavenger hunt with clues imbedded in Snaps that lead ‘players’ to real life rewards. This can be a strictly pre-event campaign or something that carries on through to the event itself with prizes to be won onsite. This is also a fantastic way to offer additional integration and face time for event sponsors.
EXCLUSIVITY/BEHIND THE SCENES: Use Snapchat to give audience members a sneak peak at your event. Whether it’s behind the scenes during production, access for viewers at home, or live snaps to draw attendees to various activations onsite, this is a great way to showcase your brand and what it has the offer.
When utilizing Snapchat as part of a larger social media plan, remember time and timeliness is key. Keep the message simple enough that a viewer can digest the information within the ten second viewing limit and remember the post will only live for 24 hours so snap in the morning and continuously promote the day before and day of on all other platforms.