Should Snapchat or Instagram Stories be Part of Your Social Media Strategy?
You may have read our post on the difference between Instagram Stories and Snapchat. Before considering the differences, you may ponder why temporary content is so useful anyway.
Typically, companies pay for longform content–usually blog posts as an SEO strategy–that contribute to a growing knowledge base that attracts customers over time. Other content on your site, like photos, videos, graphics, etc., has a similar purpose: increase your library of impressive content that draws in consumers.
Unlike your typical website content, content on Instagram Stories and Snapchat disappears disappears shortly after its creation, never be seen again.
This temporary content is a special instrument in your social media tool belt; for some, it will be used frequently, but most will rarely use it, if at all.
The companies that benefit most from temporary content sell something alluring. Their product or brand will reflect a lifestyle that brand fans want to emulate. A sportswear brand like Lululemon or Warby Parker can leverage snapchat to show employees arriving to work on a hip 70’s bicycle, working out at lunch, or wearing new and chic items.
If your business produces something less enchanting (for example, insurance policies or industrial bathroom drains), you need to concentrate on more intentional content that creates a hub for informing potential customers of your offerings.
If your brand can benefit from these short windows into your company’s culture, you’ll appreciate the lack of technical talent needed. You all have undoubtedly seen the extent that people go to craft the perfect selfie or share the funniest video on facebook at the right time.
With Snapchat and Instagram stories, the pressure is off. No longer do you need a keen photographer, videographer, or creative writer. If you have a sense of humor or a good sense of customers’ interests, temporary content campaigns are a breeze.
For example, because transparency is often an under-marketed quality, Everlane–a Frisco based clothing brand–asked fans to submit questions on Snapchat for “transparency tuesday” and promoted their culture of honesty.
The idea fits well into Everlane’s brand mission: to disclose as much info as possible to customers. More importantly, however, it demonstrates the company’s humanity, sending the consumer a warm invitation to engage the brand. In the end, the campaign increased customer loyalty.
All in all, this reiterates our main advice to anybody looking to improve their social media: adapt and engage. If you’re not happy with your engagement, do something different until it works.