Hey there! My name is Bob McIntosh and I am a business coach, #1 best selling Amazon author and at heart, an entrepreneur. Over the last year or so I have been following the rise of snapchat. Like most, I didn’t see the usefulness of it. I wrote it off as something that was just for nude pics you wanted to send to your significant other. However if you follow anyone big in the social media space or on the cutting edge of using social media you likely have seen and heard a ton about them using Snapchat lately. The little app that has grown up from inappropriate teen use to businesses and influencers trying to connect with a younger generation. However I would like to propose that while Snapchat has value, there are far more businesses that snapchat won’t be the next big thing for. Here are is how to tell if it won’t be the next big thing for you
1.You don’t have an audience yet – snapchat has very few discoverability options for small business. In fact it’s generally hard to find someone on snapchat unless they want you to or you have their snap code (a fast and easy way to add someone you already know or are connected with, feel free to add me from this pic!). So if you don’t have an audience who is following you on other social networks, snapchat won’t be your magic knight in shining armor to the rescue. You need to leverage your audience on other social networks to come join your conversations happening on snapchat. If you don’t have that audience than snapchat isn’t going to be the next big thing for you. So you need to promote your current snapchat account out to all your followers. You can generate this easy snap code, then any of your audience who is on snapchat just takes a picture of this code in snapchat and they will start following you!
2.You don’t have a story to tell – Snapchat is the opposite of most social networks. Most snaps last only 10-12 seconds depending on the type of snap and then it’s off to something else. However snapchat cleverly added in “stories” as a work around. A story is essentially a series of snaps that can be replayed if the user wants. Stories are also available to everyone who follows you on snapchat. This allows you to create a narrative around what you are up to in life and business. However in true snapchat fashion, each snap in your story will disappear exactly 24 hours after being posted to your story. This lets you create a rolling 24 hour story for your users. Now the big thing there that is the most important is that if you don’t have a story to tell, for example if you’re just sitting on your computer all day, unless you have a big and vibrant personality this is going to seem boring to most people. The people who are seeing great results from using stories are out and about in the world, sharing their lives with you. For example, look at Gary Vaynerchuck who often shoots snaps when walking places, in a cab, on phone calls, or other things like that. So if you don’t have a story to tell then snapchat won’t be the next big thing for your business this year. If you do have a story though and want to make the most of the story feature I have found it best to give calls to action in your snaps when it makes sense. Your followers can reply back with text or their own snaps to each of the snaps that you have in your story. This is a fantastic way to increase engagement with your following and give them permission to do so!
3.Your audience isn’t younger – If your audience isn’t in the young teens to early 30’s range then you won’t find them on snapchat. While this is a broad generalization about the audience, it still holds mostly true that Snapchat’s user base skews younger. As older generations flock to Facebook to find their long lost pen pals, and high school friends they haven’t seen in 30 years, the younger generation is getting away from Facebook for the same reason. So know who your audience is. If they don’t fit that demographic then snapchat won’t be the next big thing for you.
4.You’re not consistent – since the longest anyone could see what you snap is only 24 hours, if you can’t consistently be recording new content and engaging with your audience on snapchat they are going to forget about you quickly (within 24 hours or less). So you need to consistently be snapping and building up your story for everyone to be a part of. For many entrepreneurs this presents a challenge because they are so busy running a business they may not have time to snap. However it really just takes a shift in how you approach your work. Think about everything you do now as something that could be snapped. Let people into your life and what your business is doing, pull back the curtain and let them see what you’re up to. If you don’t, snapchat won’t be the next big thing for you. Remember the best way to engage your audience is through stories. Tell the story of what you’re doing and do it every day, multiple times a day to maximize your engagement.
So while everyone is hyping up snapchat, there are definitely some important things you need to know about it if you want it work for your business in 2016. It has a ton of potential, and if you have an audience, that is younger than average, a story to tell, and can consistently update your story then you just may find that snapchat can be the next big social network for your company to engage with its customer base at unheard of levels. If not… well then as I have already said…. Snapchat won’t be the next big thing for your business.
No doubt as 2016 progresses you will hear even more about snapchat as big names like Gary Vaynerchuck, Lewis Howes, DJ Khaled, and others start using it more and more. Are you ready to snap into the latest social media craze or are you going to pass on this one?
I am offering a free 20 minute social media consultation for Brian’s readers. If you would like my help in managing your social media, or devising a plan of action to tackle social media check out this special offer just for Brian Manon readers –> HERE
Tell me what you think about snapchat in the comments below, are you using it or not yet? If so, what have you seen it do, or not do for your business?
well, since my main audience is older..LOL, I don’t have to worry about this media source at least…thank goodness…thanks for the great info…
My pleasure, glad you enjoyed!
I have seen a rise in my friends using snapchat. But I agree with all the points you hit on and have doubts that it will be the next big thing.
I think it all depends on who your audience is, if you have the right audience right now it’s amazing, if not, then not so much!
I agree your reasoning. It is difficult to get your business out there without discoverability options. I’m so glad there are others that believe this is not the next big thing for business, I did not want to get involved in snapchat!
haha, well just to be clear, I think snapchat will be big for many businesses, but not all of them. It’s use case right now is very limited, but I could see it changing quickly 🙂
This is great! I had snap chat for awhile when it first came out but it was the first to go when I needed space for an update! I recently tried to get on again and I was totally lost. But I’ve seen it all over the place and wondered if I should get back on and figure it out. This is a great guide. Thanks!
Glad you enjoyed it!
Check out this article from Gary Vee for more of the story of snapchat as well as a really good guide on how to use it:
https://www.garyvaynerchuk.com/the-snap-generation-a-guide-to-snapchats-history/
I totally agree. I only have it to watch my teen’s story but I just didn’t see the value I’d read it had, in business. It’s just another thing that will fade, I feel.
Gail – I think I would have agreed with you a few years ago, however they have major companies on board supporting them now, and the level of engagement is so high that I think it’s going to be more than a fad. Only time will tell though!! 🙂
Thanks for this post. My daughter uses Snapchat all the time. I’ve heard of businesses using it but I’ve not really understood how that works.
My pleasure! Glad you enjoyed it 🙂
I’m sure Snapchat is great for other businesses, but have resisted (and will continue to) joining one more social media platform. I never really knew much about it, and really appreciate you laying out the pros and cons. I’m sold. No Snapchat for me 😉
hahaha, glad I could sell you???? maybe??? 😛
I just recently joined SC, had to watch a Snapchat for dummies videos just to see what to do. I don’t know how active I’ll be there for a lot of the reasons you listed above
That’s awesome! At least you know what its all about and can make an informed decision! 🙂
I never knew Snapchat can be used by Businesses too. Thanks for snaring the post.
Absolutely! It’s definitely going to be something to watch for business if your audience fits the current demographic!
Even if I had an audience Im not sure If I could be bothered with! Your totally on point with the demographic. I reach out mostly to middle age parents who most of don’t even understand how to use snapchat hehe.
Sounds like you’re right then! Not going to see a lot of them on there. You will see their kids on there though 😛
You are right about the Snapchat buzz. Everyone is saying that you must have a presence on Snapchat. As a senior citizen, I just don’t see it being useful to me.
It’s all about your audience, if yours is other people your age then you won’t see a lot of value, but if your audience is younger then you may 🙂
I’ve only been on Snapchat for a few months, but it’s been a great way to engage not only with friends but also fellow bloggers and random strangers. I’v been able to build my following steadily and they are between the ages of 25-45. I will admit at times I don’t know what story to tell and I haven’t always been consistently but my followers have been loyal and continue to grow. It isn’t for everyone but I love it.
Great to hear you have been using it. The engagement for those that do is generally through the roof compared to others, so as long as your audience is on there keep on going!
I was just talking about this with some fellow bloggers and wondered about its use. The 24 hour thing I agree. There is no lasting market and you always have to be making new material. Great points!
Thanks for commenting Alison and glad I could help you out! 😀
I need to start using Snapchat but the thought of adding another social media outlet is overwhelming.
Don’t be afraid to cross promote your content. Create a snapchat video, then upload it on facebook and youtube and wherever else you want. Then you only have to create the content once!
100% agree! I enjoy snapchat but I haven’t gotten into the groove of it yet.
It definitely takes a little bit to get used to!
Thanks for the info! I have not explored it yet…but coming! Great post!
Be sure to follow me when you do 🙂
Great post. I still only use SnapChat for fun. I don’t care what anyone says you need to build your audience and have video people want to see.
haha do your thing Dia!
Thank you for this. I had my doubts about Snapchat for my business. It seems like it could be a lot of work to be lost in 24 hours. I think I’ll focus my energies elsewhere.
Cathy, just so you know, the posts will delete from snapchat within 24 hours, but you can also download them before they do so your work isn’t “lost” so much as just no longer showing. Then you can post that downloaded content to other sites too!
Okay, thanks. I really haven’t done much with it yet.
I have had snapchat for a few years now. I think it’s a fun way to interact with my friends in a less Instagram-Facebook-perfect arena. But I still haven’t seen how it could possibly be a positive influence on my blog. So I haven’t even made an effort. Thanks for helping me not feel guilty for this choice!
Glad I could help 🙂
It’s all about picking and choosing your battles when and where you can. Social media can control all of our time if we let it! Pick and choose your battles 🙂
I have yet to join the Snapchat bandwagon. I am a little video shy as well so I stick to Twitter, Facebook, and Pinterest.
You can also do only pictures on Snapchat if you want 🙂
Some great insights on Snapchat…thanks for sharing
Well, as many others I am still not a fan of Snapchat either… It’s perhaps the idea of being more mature: I can’t spend my entire day on the internet sharing random pics with people – it’s too much work and the results are so not clear…
I wouldn’t look at it as a mature / immature thing, more just as a peek behind the curtain or not. Sure there are a lot who use it immaturely, but there are a lot of people using to great effect. You can’t schedule posts or pre plan them, it’s raw and in the moment and people like that. However to accomplish that, it definitely is a lot of work. But even if you take a quick 10 second video 3 times a day and post it, it’s not a massive amount of time either.
Focus more on the audience, if your audience is on snap chat then you need to be as well, if not, then skip it 🙂
Love hate relationship with Snapchat, I have since Installed/Uninstaller 4 times, and I’m positive there will not be another installation.
They are slowly changing up to meet “popular demand”, so I think it will get better over time. Maybe nex time will be the time it stays 😛