Snapchat is a messenger, which works in a somewhat unusual for the user mode: the mobile application is focused primarily not on the exchange of text messages, but on the instant creation and distribution of photos and short videos. On them, the owner of the smartphone can record a small message, apply one of the many masks or take a standard selfie with the date or text superimposed.
These are the people who really want to receive new visual content from you. These are the people who are interested in your products, your products, your services. These are the people who can become your customers much faster. These are the people who are willing to spend their valuable time on you. No subscribers, no target audience. It's simple. Promoting your page in Instagram should necessarily involve recruiting followers.
The platform was launched in 2011 as a messenger for quick photo sharing ("snap" - snapshot). Today, the service allows you to share photos and short videos, which automatically disappear after 24 hours. Here are five relevant facts you need to know about Snapchat:
The social network has overtaken Twitter and Pinterest in popularity: 397 million people use the platform today, 238 million of whom are active every day.
The majority of Snapchat users are under 25 years old.
The largest audience (101.4 million) is in the U.S.. There, Snapchat reaches 90 percent of internet users ages 13 to 24 - more than Facebook, Instagram and Messenger combined.
American teens say Snapchat is the most important social network for them.
61% of the platform's users are women and 38% are men.
Your target audience is young people. Snapchat works effectively as a marketing tool aimed at teens and millennials.
You plan to appeal to the youth segment of your target audience. For example, luxury brand Ralph Lauren created a collaboration with Snapchat, allowing users to dress their avatars in branded kits. .
You prefer promotion in a less competitive environment than Facebook or Instagram. Because of the nature of Snapchat, there aren't as many brands represented there as there are on other social networks.
Messages (called snaps) consist of photos or videos. Stories are compiled from them and are available for 24 hours. Snaps can be shared only with friends or made available to all users. The social network does not have the usual likes, saves or comments, but there are many tools to create creative content.
Photos and videos are the main tool of the service. When you open the application, the camera is turned on by default. You can take a photo or video of up to 10 seconds using the back or front camera, or upload a picture from your gallery.
Personalization. You can add text, artwork, and stickers to each snap before publishing.
Filters are one of the most commonly used features. Two types of filters are available on the platform: geofilters and selfies lenses. We will talk more about how and why to use them in the section on brand promotion strategy in Snapchat.
Instant messaging. Users can respond to snaps: these responses are sent as personal messages.
Screenshots. The user receives a notification about each such snapshot. It's a kind of "like" and an opportunity to show that you're interested in the content.
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