How These Brands Are Using Snapchat & Meerkat To Engage With Their Customers

It was Twitter’s Vine that revolutionized the way brands connect with their audiences. It gave them a new way to communicate via video that targeted the right audience in the right way. And it was here that brands learned how to get more creative with a much less generous allowance.

Since then however, a couple of new big shot social apps have entered the scene, namely disappearing picture and video messaging app, Snapchat and live video streaming app, Meerkat. Some businesses have embraced these apps but some are skeptical and probably a little nervous about them due to their raw and revealing nature. And they’ve every right to be, engaging via an app in which the content disappears in seconds and a live-streaming app that allows no hindsight is an intimidating prospect.

With both Snapchat and Meerkat there’s less room for error, as you can’t edit or clip your content like you did on Vine. However, if you take the risk and get it right it could prove a revolutionary new way of attracting and retaining customers that requires minimal expense on your part. It’s also less scary than you think, as the beauty of these apps is that the content you create is fleeting (is instant and/or gets deleted) and if your audience miss it or just don’t get it, it’s no big deal. It’s highly unlikely that it will come back to haunt you.

Let’s take a look at how some businesses are using Snapchat and Meerkat to engage with their customers.

Snapchat

Heineken

At last year’s Coachella festival, Heineken used Snapchat to give tip offs and clues about surprise gigs. Only people that followed Heineken on Snapchat could access this exclusive content which, of course, resulted in a lot of new followers.

The condition of receiving the clue was that users had to correctly identify the artist in the Snapchat picture. Those who guessed correctly then received a personal Snapchat telling them about the surprise gig. This was a great way to get closer to their followers and reward them with exclusive content.

 Free People

Another way to strengthen the bond between a brand and its fans is to give them sneak peeks, whether that’s behind the scenes or at new collections or previews. Clothing brand, Free People uses Snapchat to do just that.

They also use it just like any other user, by simply asking fans about their weekend plans and answering any questions they might have – simple engagement at its finest.

Grubhub

Sometimes, sheer simplicity works just as well as any other form of marketing. Grubhub uses the story feature of Snapchat to post funny photos that lead users to various promotional codes for their online delivery and take-out service. They also run competitions where users are required to snap certain foods or doodles.

The Snapchats posted by Grubhub are in no way masterpieces. But this easy-going, humorous way of using Snapchat makes the brand seem human and the user more likely to connect with it – again, a simple approach from Grubhub that just works.

Meerkat

Coastal luxury

One of the ways brands are using Meerkat is to show demonstrations of products or services or in real-estate agent, Coastal Luxury’s case, to give a tour of a mansion that was on sale.This is a great way to utilise the social app.  Even people who are not looking to buy would look at something like this. People love to dream.

On a smaller scale, it would be even easier to give demonstrations on the products or services you sell.

Red Bull

Some brands are quickly discovering the potential of using Meerkat to offer more access and transparency to their followers. Red Bull for example, sponsors of various sports events, decided to offer its followers live videos of snowboarding trials.

Streaming live events is not only a powerful marketing tool, but a great way to gain the attention and trust of your followers. Going live is much more trustworthy than a well-written, scripted promo.

Of course, streaming sports events is not going to be for everybody, but there’s nothing stopping companies from streaming product launches, insightful discussions or even interviews.

The Tonight Show, starring Jimmy Fallon

So it may not be a “business” in the traditional sense of the word, but it’s no secret that celebrities are using both Snapchat and Meerkat to gain exposure, and why not? They are perfect apps for connecting with fans. Jimmy Fallon’s ‘The Tonight Show’ uses Meerkat especially to provide a behind the scenes look at rehearsals, hair and makeup and audience reactions.

This behind the scenes feature adds a three dimensional affect to a fans experience, and makes them feel part of the show. In relation to a brand, it would make customers feel like a part of the company, and as someone that is valued. You would also establish a certain amount of trust and intimacy with your followers that is much harder to achieve by any other method.

Is it right for your business?

Before you make any brash decisions, it’s important to consider whether these forms of communication are right for your brand. Would your business actually benefit from using these, or are you just jumping on the bandwagon?

I think if your business is able to provide exclusive content; give sneak peeks; go behind the scenes; show demonstrations; stream live events; host an interview; run competitions; or give out promotional codes then you should definitely give it a go. Just try and make it fun or at least interesting.

from Darlene Milligan http://ift.tt/1QwFpee via great digital marketing blog
from Tumblr http://ift.tt/1GvCq6k