When it comes to social media, it boils down to personal preference. I gave Snapchat a try, but quickly deleted my account because I didn’t care for the user interface.
I’ve witnessed multiple brands that market to Millennials jump on the Snapchat bandwagon and recently did some research about why. Here’s 3 things I learned:
1) Visual Storytelling – All ages love stories, but Millennials love to be visually entertained. It started with You Tube and movies, but got more personal with Snapchat. Look how celebrities use it to connect with fans. Gary Vaynerchuk recently launched VaynerSports, a full-service athlete representation agency that guide players through their professional career. His advice to his client, All-Star Draymond Green of the Golden State Warriors, is to post more on Snapchat. He suggested filming everyday tasks because people want to see your everyday life. There’s a human element to this app which makes it high-touch.
2) Transparency – “Snaps” are a peek into your life. Although you can doctor it up, the amateur feel of Snapchat makes it feel authentic. Millennials can smell a fake miles away. Brands competing for the attention of Millennials must be careful not to script a message or forever be deemed as phony. Most videos/photos aren’t spectacular, but its much easier to see who you are visually versus written or auditory. The simplicity makes it attractive.
3) Communication – Sharing is the new communication for Millennials. Although brands and celebrities use it, most of the time snaps are sent to/from friends. Think of it as texting, but with video/images. You can just as easily send messages via iPhone, but Snapchat’s reputation amongst Millennials is the go-to source for frequent communication. What Facebook was to Millennials 5-10 years ago has been replaced by Snapchat. Whether a public or private story, Snapchat is the platform to stay in touch without saying a word.
After reading this don’t go and download it if you’re not already using it. If it’s for you, you’d probably already be on it. But if you want know how to effectively communicate with Millennials remember why they love Snapchat and use that to your advantage.