Snapshot: The challenges and opportunities of Snapchat for businesses

Businesses typically can be hesitant to use Snapchat in their digital marketing strategy.

And there is no right or wrong with that position because every business (and its goals and resources) is different.

Created in 2011, Snapchat features image and video messaging between users.

More than 483 million people now use Snapchat daily, and the overall audience still skews younger, with 55 percent of U.S. teenagers saying they use the app, according to Pew Research.

In addition, more than 5 billion (image or video) snaps are created each day.

At the very least, it's important for every brand to understand both the challenges and opportunities the platform provides.

Opportunity #1: Snapchat allows you to reach a younger audience

If your brand is targeting a younger audience, then Snapchat needs to be included in some way in your overall strategy.

Snapchat is still one of the most-used social media networks among teenagers, with Instagram and TikTok close behind it. Considering the direct messaging capabilities, ephemeral content (that expires after 24 hours) and the fun filters and stickers available in snaps, this fact makes sense. If you're weighing Snapchat against those other two platforms specifically, see our comparison of Instagram, Snapchat, and TikTok for reaching teenagers.

Challenge #1: Analytics still take some digging

Snapchat's analytics used to be notoriously thin for brand marketers, but that's improved. If you set up a Public Profile (which most businesses should do regardless, since it's also the key to discoverability), you get access to Snapchat Insights for free, covering Story views, completion rates, and, once you cross 200 followers, audience demographics like age, gender, and top locations.

For paid campaigns, Snapchat Ads Manager and the Snap Pixel provide real conversion tracking, including checkouts, app opens, store visits, and other on-site actions tied back to your ads.

The catch is that organic and paid data live in two different places (the mobile app for organic, the desktop Ads Manager for paid), and you may still find yourself getting creative for anything outside of those two systems. Examples include:

• Snapchat-only promo codes so that you can track usage in another system
• Requesting direct messages in a promotion

That being said, analytics being split across two dashboards is a real improvement over having no meaningful data at all, which was the case not that long ago.

Opportunity #2: Snapchat provides one-on-one engagement

While one-on-one engagement might sound like a challenge at first (sounds like limited reach, right?), it really is an opportunity for your brand to build better, more trusting relationships with your audience.

Trust is a huge contributor to converting your audience into paying (and even loyal) customers.

And in a world where conversational marketing is becoming increasingly important, Snapchat can fill that role.

Because snaps are delivered to the individual, the app boasts a more personal experience by default. In addition, the app really embraces behind-the-scenes and day-in-the-life content, which can make the engagement you generate even more impactful.

Challenge #2: Time limitations with Snapchat

Time impacts two different aspects of the platform.

First, video clips have a 10-second limit, so if you need to show more than that, you must string together a series of clips to convey your message.

Second, media content disappears after 24 hours, so your Snaps have a limited window to reach and engage your audience. This constraint also typically increases the need to post more content more frequently.

Of course, some would argue that this is the draw of Snapchat: bite-sized content that's always fresh.

Either way, you must plan accordingly when expanding your brand presence to Snapchat.

Opportunity #3: Snapchat now includes discoverability

Discoverability on Snapchat used to require an exclusive publishing agreement to appear on Discover, which was never a realistic option for most businesses. That's changed. Any business can now set up a free Public Profile, which gets you a dedicated page other users can find, follow, and view content from without needing to add you as a friend first, plus the analytics access described above.

Getting featured on the curated Discover feed itself, alongside publishers and major brands, is still a separate, more selective opportunity, but it's no longer the only path to being found on the platform.

Your brand might also try the Snap Map feature. This is where nearby users using available location services can discover your geotagged content.

Previously, many brands had to share their Snapcodes on other platforms to help anyone (who also was on Snapchat) find them. A Public Profile with a shareable link now makes that far less necessary.

Challenge #3: Lack of typical engagement actions in Snapchat

If you're looking for engagement actions (like shares and likes), you won't find them on Snapchat.

The app just doesn't operate that way. For example, a user can only re-share content by taking a screenshot and uploading it to other platforms.

This clearly puts a damper on the overall reach of your Snapchat content when others' actions don't necessarily lead to a boost.

Ultimately, Snapchat may or may not work for your brand. Examine the potential ROI and determine whether you have the resources to achieve your goals for the app.

While you're considering whether to dive into Snapchat, think about your digital marketing process. Is it everything you want it to be? DailyStory features automation, audience segmentation and more. Schedule your free demo with us today.