Using Snapchat for marketing a business is still debatable despite their impressive IPO at valuation worth $20 billion. Snap, the parent company of Snapchat, may be valued high by investors but content marketers are still to discover whether to embrace the platform as a mainstream medium for content distribution.
Only 7 Percent of Marketers Use Snapchat
A report by Social Media Examiner unveils that mere 7 percent of all marketers are using Snapchat in the first quarter of 2017. Some 94 percent use Facebook and 68 percent rely on Twitter to create and distribute content to prospects and customers. LinkedIn is being used by 56 percent of the surveyed marketing experts while 54 percent use Instagram.
Comments are the future of Snapchat is not that bright, facing fierce competition from services like Facebook, Twitter, and LinkedIn. Even Pinterest is used by three times more content marketers. People at Snapchat have no clear vision for the development of their product outside the claim that it is the favorite media channel for Millennials. This is not enough, though.
Creating Content for Social Is Hard
Distributing content through social media channel looks easy. It is not.
First, you need viable and engaging content to promote your brand. Then, you need to optimize the content a little bit. And third, you cannot use the same content across all channels. Each of them features specific uses, different users, and uses a different language.
You can hire a content development agency to help you boost your visibility through social media channels. Even large agencies, however, experience troubles coping with all the specifics of any given medium. You can create content yourself but then you need to invest months or even years learning and analyzing each of those channels. That is another reason for content marketers to avoid using Snapchat, at least for the time being.
Can You Use Snapchat for Business?
The short answer is - yes. But you need to know their platform very well or outsource the task, at least at the beginning. Writing content for Snapchat is very different from developing content for Facebook, not to mention LinkedIn. If they manage to convince marketers that their platform is worth using, more content will flow through Snapchat within short time. On the other hand, not all content marketers have the ability to be experts in all existing channels. Sometimes hiring a boutique content development firm will do the job.
Bob Dylan, in his letter to the Nobel Prize Committee, says:
... I can tell you that it is harder to play for 50 people. 50,000 people have a singular persona, not so with 50.
In any case, Snap should first demonstrate it can withstand competition from social media giants while content marketers have to learn how their platform can be profitable for content development and building brand awareness.
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