SnapChat, Social Media Marketing, Social Media Metrics and Measurement

Is Snapchat Right For My Business? Is Our Target Audience Even There?

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hashtags, social media, facebook, twitter, pinterest, snapchat, instagram, linkedin

Allison Chaney

Sep 12 2017

SnapChat is all the rage, but that doesn’t mean it’s the best choice for marketers? Staying on top of the latest trends is an important part of digital marketing, but even more important is to make sure you are strategic about your choice to jump on a trending technology.

In a recent training, the question was asked “How do I convince my boss that Snapchat is not right for our business? Our target audience is not on Snapchat!” This was the classic case of the boss seeing something shiny and telling the marketing team to jump on it. But this marketer was thinking smart. She had a sense that her target audience was not using Snapchat.

Here are 2 tips to help you determine if Snapchat is right for your business.

1. Look at demographics. You can do this by searching “Snapchat demographics 2017”. As this graphic shows, users are primarily women under the age of 25.

Get the facts in front of your boss. If your target market is men aged 35-55, Snapchat is probably not the right platform. It doesn’t match your target audience. If your target audience is college- aged students, you might be on to something with Snapchat.

But don’t stop there! You’ll notice that we suggested to search for “Snapchat demographics 2017.” This is because things change. Consider these stats in this infographic by MediaKix. Use by people 25 and up is increasing significantly. Snapchat might not make sense for your business today, but tomorrow may be a different story.

2. Consider your opportunities on Snapchat. Keep in mind that with this social network, it’s difficult to get in front of your target because they have to seek you out and connect with you in order to see your content. Building connections on Snapchat is going to take more work. Is it worth your time?

However, Snapchat just launched their DIY ad builder, which will give you the opportunity to test and see if people respond to your content. If your boss feels really strongly about Snapchat, do a quick test and compare your results to other ad networks. You have to be smart about the time and effort you put into these things. What is your ROI? This is how you will know if it’s worth your time.

Snapchat is less appealing to businesses because the content you create disappears. There’s really no longevity on Snapchat compared to other social networks. Pinterest, for example, can continue to send traffic to your site through a popular Pin that gets re-pinned over and over.

You can follow these two steps to evaluate any social network.

  1. Look at the demographics – do they align with your target audience?
  2. Look at the ROI – what results will you get for your efforts?

And remember, things evolve quickly in online marketing so if Snapchat isn’t right for you, it might just not be right for right now. Keep an eye on it and if the demographics shift into your audience, you might want to reconsider.

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