Social Media Basics for Writers: Targeting Millennials: Snapchat’s 3 Most Dominant Brands & Their Tactics

Today I'm excited to continue my series of SOCIAL MEDIA BASICS FOR WRITERS with a guest post about snapchat. Lucas Miller has just the information we need to understand how this medium ca help us reach the Millennial audience.

So be sure to give Lucas a big welcome and leave all your questions in the comments section because he's the expert on this, not me!

Targeting Millennials through Snapchat!
by Lucas Miller @DennisPunderson

Since its founding in September of 2011, Snapchat has managed to take the world of smartphone apps by storm. As arguably one of social media’s newest, most unique channels, Snapchat allows users to exchange disappearing videos, photos and messages. Following in the footsteps of Vine, all transmitted information is brief, existing for no longer than 10 seconds. Though temporary with its content, Millennials have taken to Snapchat and simply can’t get enough of it.

In just four year’s time, Snapchat has amassed a loyal following of over 100 million daily active users, 71 percent of which are under the age of 25. Whatever your opinion of social media’s top forces might be—namely Facebook, Twitter, LinkedIn and Pinterest—an average of 400 million snaps per day tell nothing but a tale of digital marketing success, at least when America’s younger, up-and-coming generations are being tapped for marketplace excellence. Truthfully, it appears that social has a new game changer on its proverbial hands.

In fact, says Marcus McReynolds, Vice President of Digital Marketing at Fusion360, “Millennials are now our main focus, at least from a social standpoint. Traditional marketing is a thing of the past. Millennials don’t want to be interrupted by advertisers; they want something that entertains, educates or connects them to the world. Social media accomplishes that very goal.”

1) Sour Patch Kids: SourPatchSnaps

SourPatch Kids, a product of Maynards—a British confectionery manufacturer—took to Snapchat in the summer of 2014 to enhance its “sour-then-sweet” reputation. To better build intrigue with candy-crazed teens, Snapchat recruited one of their biggest social icons: Logan Paul.

Over the course of one week, Paul—along with a pair of Kids mascots—traveled the streets of New York City to prank a plethora of unsuspecting people. In a matter of only five days, SourtPatchSnaps nabbed 120,000 new followers and over 6.8 million views on the campaign’s final Story.

Even more impressive—from a PR perspective, at least—the company’s Snapchat involvement landed the sugar-coated candy piece placements in AdWeek, Business Insider, Mobile Marketer and The Verge. Lastly, and much to the pleasure of Sour Patch’s corporate hierarchy, public awareness about the product’s new “Blue Kid” skyrocketed.

2) General Electric: GeneralElectric

Clearly, Sour Patch Kids has a product with direct links to American adolescence. That being said, just because a business’ superficial value doesn’t directly appeal to young people doesn’t mean that budding audiences won’t listen. It’s all in the pitch. GeneralElectric is living proof of just that.

According to FastCoCreate.com, Snapchat has helped GE “continue its commitment to geeky goodness.” How, you ask? Well, along with a robust presence on social platforms like Instagram, YouTube and Vine, Snapchat has allowed GE to share its most historic contributions to the world of science and technology with Millennials.

On July 15, 2014, the 45th anniversary of GE’s contribution to the 1969 moon landing, the innovative company published numerous Stories featuring Buzz Aldrin. Says Same Olstein, GE’s Global Director of Innovation, “The disappearing nature of its content encourages repeat usage and provides us with a unique way to celebrate invention with an expanding community of young fans.”

3) GrubHub: GrubHub

While Sour Patch Kids and General Electric are both well established businesses with a high level of digital marketing know-how, GrubHub—relatively speaking, of course—is fairly new to the product- and service-pushing game.

Founded in 2004 by two web developers, GrubHub digitally connects diners and businesses with local takeout restaurants. Known for a youthful, irreverent brand voice, GrubHub first became active on Snapchat in 2013 to more fully reach those who’d grown tired of traditional social media outlets such as Facebook and Twitter.

Through strategic Snapchat endeavors, GrubHub—as of December 31, 2014—had achieved the highest snap score of any active company: 53,668. Thanks to Instagram, it’s well known that food photos and mini prep tutorials do well on social; however, GrubHub has taken things a step further by way of social contests. Just last year, for example, GrubHub solicited “Snapterpiece” doodles from its followers. The best submission earned its creator an internship with GrubHub’s social marketing team.

Needless to say, in today’s day and age, Snapchat is an exciting new tool for social media marketers.

Regardless of your audience size or current level of success, how could Snapchat be used to better influence a target market? Furthermore, is Snapchat here to stay or simply little more than a momentary success story? Let’s chat in the comments section below.

TWEETABLES
Writers, how to target Millenials through Snapchat - via @DennisPunderson on @EdieMelson (Click to Tweet)

Writers, hit your target market with #SocialMedia - @DennisPunderson on @EdieMelson (Click to Tweet)

Lucas Miller is a young, up-and-coming Wizard of Public Relations. When not writing or running, he’s working tirelessly to perfect what he claims is the “World’s Greatest Pompadour.”

*Image Credit: Flickr





Did you miss Part 1 and Part II of this series? The links are below to help you catch up!
Part I—Know Where You are and Where You're Headed
Part II—When Should a Writer Start Building a Social Media Network?