Tell Better Stories on Snapchat
What once was considered a teen heartthrob, Snapchat has now shown its mettle as a legitimate social media player. Kitschy and raw, it favours images and videos that are more “real” (vs. highly styled or scripted), giving you a sort of backstage pass into the life or musings of those you follow.
But this ‘anything goes’ kind of vibe can also be a recipe for disaster. While some struggle with what to share and go mute, others share too much, diluting or disjointing their message, and leaving followers more annoyed than engaged.
As more and more people migrate to Snapchat, we thought we would share some of our favorite ways that brands and influencers are doing it right, and using this platform to tell educating, engaging, and exciting stories.
If you are totally green to this social platform, might we recommend that you start here before diving in.
Now let’s get to it!
Tell Better Stories on Snapchat
Social media is a great place to help educate your audience on your product or service, but the ability to mix video, stills, and text (or doodles), and tell your story in a linear narrative (no algorithms here) really make Snapchat stand out above the rest.
Take a Pineapple favourite, Saje Wellness (@SajeWellness), who have been known to use their Snapchat as a platform for hosting mini-seminars, to educate their audience on the benefits of natural remedies, and various Saje products.
Another great brand on Snapchat is Essie (@essielovesnaps), who uses this platform to not only introduce new colours, but give followers the low-down on how to use these colours in a simple step-by-step how to (great for encouraging increased basket size!).
Whether you are using Snapchat to give access to a real-life event, or creating something exclusive just for your Snap followers, educating your audience through a well-thought out story is a great way to showcase your knowledge on a topic, and move your customers along the path to purchase.
Social media can be a great way to discover your customer’s pain points, find out what they are digging (hello trend hunting!), or simply connect with them to hear what they are saying. While it might seem counterintuitive (no likes or comments below your snaps), Snapchat can be a really great tool to encourage conversation, especially when you elicit your audience to give you their thoughts on a particular topic.
Toronto influencer, Lauren McPhillips (aka This Renegade Love, @lozzamcp) often uses conversation starters, a simple question, that she then answers, before putting it out to her audience for their take. As a brand, think about the possibilities of doing something like this! You not only get to share some of your values as a company, your point of view on a topic, as well as your thought leadership, but get to hear the thoughts of those who are following you (future content dev or market research anyone?).
Another great tactic for this is simply doing a Q&A. Ask your audience for their burning questions, that will be answered at a certain date and time (don’t forget to cross promote on your other social channels!). You will not only get a sense of what some of their pain points are, but similarly to the education tactic mentioned above, you can give them real solutions to their personal problems and challenges as it relates to your brand, product, or service.
Maybe it’s the “realness” that encompasses most Snaps, or the lack of likes and comments from others, but there is something about this platform that makes you as the audience feel like you are getting that personalized, all-access, behind the scenes, you-saw-it-here-first experience.
With that in mind, don’t be afraid to pull back the curtain. Give people a glimpse into the inner workings of your company. Show them how your product is made, or take them on a field trip to one of your suppliers and share their story (transparency is the trend in 2016!). Or perhaps show how your company operates, and give some insight into the culture. Introduce your employees, and let them share their favourite products or why they love working there, in their own authentic voice.
As with all stories, what you share on Snapchat should have some strategy and thought behind it. Avoid the temptation to share whatever pops into your mind, as it will end up taking away from your overall brand presence rather than enhancing it.
If you are curious about entering the Snapchat game, or want to discuss some story ideas that would work for you, we’d love to hear from you. As always, we’re always sharing our tips over on Instagram, and snapping @emmamazing_life and @lynsey.walker. Join the conversation by snapping us your tips, or tagging #pineappletips.