Most small business owners understand why social media management is such an important aspect of their digital marketing strategy these days.

For one, social media is where a lot of people spend the majority of their time online. Furthermore, more consumers than ever are looking to social media to discover new brands, businesses and products.

However, there’s not a narrow definition of what social media management has to look like. In fact, depending on which platforms a business prioritizes and what its goals may be, social media strategies can look wildly different.

Since Facebook, Twitter and Instagram are the most popular social media platforms, many small businesses think that they are automatically the best platforms to invest their time and money in.

But, there are a number of powerful social media platforms out there that may not be quite as popular but come with plenty of their own benefits.

One such platform is Snapchat, and today, we’re going to cover just a few of the many benefits for businesses that are unique to Snapchat.

5 unique business benefits of Snapchat

#1. Connect with younger generations

When determining which social media platforms you want your business to have a presence on, it’s essential to consider how old your target audience is.

Older generations can overwhelmingly be found on Facebook, with 86% of 18-29-year-olds, 77% of 30-49 year-olds, 51% of 50-65 year-olds and 34% of people older than 65 on Facebook. But, if you’re looking to target a younger demographic, Snapchat can be a great option.

Snapchat is most popular among younger people, with 53% of 15 to 25 year-olds and 34% of 26-35 year-olds on Snapchat. It’s even more popular among young people in the U.S. A whopping 90% of Americans between the ages of 13 and 24 use Snapchat.

Knowing where to connect with younger generations is critically important for small businesses in this day and age, especially because 71% of the Generation Z Snapchat users aren’t reachable by TV advertising.

#2. Snapchat users are active

It’s not enough that a social media platform has a lot of users. In order for a social media platform to be worth your time, its users must also be active.

Snapchat users are certainly active, and what’s more, is they are open to using the platform to discover new brands. The average Snapchat user spends more than 30 minutes on the app every day and opens it more than 30 times per day.

Snapchat users aren’t just passively using the app, either. As I said, Snapchat users are active, with an average of more than 4 billion Snaps being created each and every day in the first quarter of 2020.

Snapchat Discover, which is Snapchat’s version of a newsfeed, is where users can find content from influencers, news publishers and brands. Users can also view Snaps, see which Snaps their friends are watching and find recommended content curated just for them based on their history.

Every user has their own Discover page, and with so many users actively using the platform every day, advertising on the Discover page seems like a no brainer. However, you have to become one of Snapchat’s publishing partners in order to publish on the Discover page.

There is, however, an alternative to becoming an actual publishing partner, which can be a challenge. You can submit your story to be featured on Snapchat’s own Discovery page.

#3. Snapchat users are ready to shop

With so many Millennials and Gen Zers on Snapchat, it’s a good place to advertise products to younger generations. This is especially true when you consider the enormous spending power of younger people.

Not only do young people have a lot of buying power, but they’re also a lot more willing to use that buying power online than older people are.

On average, Millennials are spending around $2,000 a year on e-commerce, even though they make less money than older generations. However, Generation Z spends the greatest percentage of their income online.

When you combine younger people’s proclivity to spend money online with their preference for Snapchat, it’s no wonder why Snapchat users are 60% more likely to make impulse purchases online.

Snapchat is particularly valuable for flash sales. Since messages disappear after 24 hours, the urgency is built right in on Snapchat.

#4. You don’t have to spend a lot to get your name out there

The barrier to advertising your business on Snapchat isn’t high. In fact, Snapchat’s minimum daily budget is only $20. This allows businesses of all sizes (and with all different kinds of budgets) to take advantage of Snapchat to get their name out there.

Best of all, there are a lot of ways you can advertise on Snapchat effectively without actually having to increase your advertising budget. Here are a few free Snapchat marketing ideas small businesses can take advantage of:

• Discounts and special offers – Offer coupons, discounts and other special promotions to drive Snapchat users to your website.
• Create Stories – Snapchat Stories are bite-size videos that are published on the public newsfeed, where they have the potential to go viral. Stories aren’t for ads, but for fun, captivating content.
• Connect on a more personal level – Snapchat is the perfect platform for showing your audience a different side of your brand with behind-the-scenes footage, sneak-peeks of upcoming products and more.

In addition to the many free ways to market your business on Snapchat, there are plenty of low-cost paid options to choose from as well:

• Ads – Snapchat Ads appear between Stories, and users have the option to swipe up if they want to watch a longer video or learn more by visiting an app or an article. Snapchat makes creating ads so quick and easy that you can create an ad in fewer than five minutes!
• Geofilters – Geofilters allow Snapchat users to “prove” they were at a specific location by allowing them to stamp their images with location-specific frames and filters, which are only available when they’re in designated areas. Sponsoring Geofilters is a great way for a small business to get its name out there.
• Lenses – With Snapchat Lenses, users can add filters to their images and videos, like dog ears, crowns, silly glasses, etc. Businesses can sponsor Lenses and spread the word every time they are used.

#5. Be a part of the inner circle

Snapchat isn’t like Facebook, where users are “friends” with practically everyone they’ve ever met, from their high-school English teacher to coworkers from three jobs ago. Although it’s still public like every other social media platform, on Snapchat content is made to be seen by a much smaller audience.

In general, Snapchat users only connect with a select few (which is a big contrast when compared to everyone they know on other platforms). And, if your business can count itself as one of those connections, it’s huge.

Snapchat can help a business create brand loyalty and lifelong fans by allowing businesses to get in the inner circles of users.

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Snapchat can be a powerful tool for many different businesses, but it’s not the ideal social platform for every small business.

Regardless of whether you’re managing your social presence on one, two or five social platforms, it’s always good to have the right social media management tool on your side to help you get the job done.

With Marketing 360® Social, you can schedule, post and manage content on Facebook, Instagram, LinkedIn and Google, helping you stay organized and consistent. Plus, create eye-catching social images with expert creative tools.

Learn more and see our plans and pricing. 

Originally published on 10/28/20