Snapchat is one of the fastest growing social media platforms, with an estimated 100 million monthly users. The vast majority of users are young adults who are increasingly moving beyond the reach of traditional advertising methods such as print, television, and radio. Marketers, who are
abandoning old media and have been underwhelmed by the performance of conventional digital advertising methods such as banners and pop-ups, have begun to take notice of Snapchat. This is due in part to the platform's unique appeal to a key demographic; millennials, now the second-largest demographic behind Baby Boomers.
While the reviews are mixed on the platform's ROI (in
fairness, marketing on Snapchat is still in its infancy), there are
several ways to use the channel's novel approach to content sharing to capture a younger audience that seems largely immune to conventional advertising. A few brands are using a range of strategies to promote engagement and new products, including contests, coupon campaigns, access to exclusive content and behind the scenes/sneak-peak pictures and
Immediacy and scarcity are the central features of Snapchat, almost copycatting the features that made Twitter so popular. The platform speaks to a new generation's passion for experiences over things. Users enjoy the content, interact with it, play the contest, or redeem the code and then it's over. On to the next "snap". Brands can use Snapchat's ephemeral nature to their advantage and create a sense of urgency that could actually drive more engagement than a traditional social media marketing campaign.
However, as we saw with Twitter, the idea that brevity somehow makes a marketers job easier is false. Just as being limited to 140 characters forces brands to put more thought into their message, so it is with the short life cycle of "snaps." When you only have a few seconds to make an impression
before your carefully crafted content is gone forever, you had better use your time wisely. Be memorable or you risk losing the fragmented attention of your followers.
The app is also ideal for sharing behind-the-scenes pictures or videos that can help drum up excitement. Now on the surface, it might be difficult to see how an attorney could make use of a feature like this on Snapchat. A little creativity is definitely needed. But, it isn't as difficult as you might think.
Let's think for a minute about the how the average person reacts when they find themselves involved in a legal proceeding. Intimidated is a kind word for how most people feel when they face the prospect of getting an attorney and appearing before a judge. It all stems from not knowing what
to expect. While part of an attorney's job is to help allay those
fears by explaining the process to the client every step of the way, that doesn't address the anxiety a person experiences after they are charged, served or sued and before they retain the services of an attorney.
One idea might be to capitalize on this feeling of helplessness to offer a behind-the-scenes look at the inner workings of a law firm. Or maybe you could explain a particularly arcane legal term or a commonly misunderstood
point of law. If done right, a video campaign like this could be both entertaining and deliver value to users. The real trick would be in keeping the content fun without being tasteless.