Younger generations are spending less time on Facebook and Twitter, and more time on Instagram, Pinterest, and Snapchat. Every social media platforms will appeal to a different demographic. In fact, more and more brands are getting on board with Snapchat: adding the platform to their social media mix in an attempt to connect with a younger, more social media savvy demographic. Snapchat is a photo and video messaging app that let’s people share photos or short videos along with a brief message, which then disappears from the recipient’s phone a few seconds after the message is viewed–like a self-destructing message. Snapchat also contains a few interesting features like “Snapchat Stories” which allows for several snaps to be pieced together and stays up a full 24 hours before disappearing.

Brands both small and large are starting to utilize Snapchat to promote specials, show behind-the-scenes action, and to connect on a really individual level with their customer base.  The appealing thing about Snapchat is that users generally share more raw and unedited images–that kind of realism can be a refreshing, attainable change from the often too filtered and polished images shared elsewhere.

Some benefits of Snapchat might include:

  • Using the app to answer questions
  • Do quick promotions
  • Share behind the scenes action
  • Connect with a younger audience
  • Gain an advantage against competitors who haven’t yet jumped on board, be ahead of the game. You have the opportunity to gain an advantage because you’ll be a seasoned and experienced user with the app while others are still figuring things out.

However, while many big brands are jumping on board with Snapchat as a part of their marketing strategy – does it work as well for the small business crowd?

The jury is still out.

Snapchat thrives on real-time interaction. It’s an opportunity to let customers see behind the curtain and get a glimpse into how your company operates. It works best if you have a creative and seasoned social media person, well versed in other platforms like Instagram and Twitter, at the helm. If this is a part of your business you think will appeal to your customers and you want to highlight it, then Snapchat might be worth checking out. Consider the demographic you’re trying to reach and whether or not they might be responsive to this type of marketing, or even have active users on this platform.

Snapchat is most definitely an up and coming platform that you don’t want to let blow past you entirely. Take the time to give it a thorough assessment and decide if your business might be a good fit.

For more insights on marketing strategy that actually works for small business, subscribe to the FreshLime Newsletter here. Connect with Jay Bean, Founder of FreshLime and Small Business Marketing Expert on LinkedIn and Twitter.