Watch Out! Mum & Dad Are On Snapchat

Remember when your parents first discovered Facebook…?

middle-aged-women-facebook
parentsonfacebook

Yep, well the same thing is about to happen with Snapchat, if the latest statistics are anything to go by, and I for one am suddenly somewhat thankful that my mum still struggles with answering her iPhone and sending texts (she just discovered emojis last week…?)

According to a recent study released by Comscore, 14% of Snapchat users in the US are now over the age of 35 – up from just 2% three years ago. The company has indeed confirmed this increased uptake of older demographics by confirming to Tech Insider last week that 17% of its users in the US are over 35.

Snapchat grows in popularity amongst all age groups

Ok ok, so let’s not just leave out half the stats here just to make jokes about how hilarious it would be if your mum started sending you dog-filtered Snapchats on the daily. The fastest growth in Snapchat users over past three years still occurred in the 18-24 age bracket: 69% of them are now using Snapchat, as well as 38% of all 25-34 year olds. The instant photo messaging app now has 150 million daily users globally, 80% of which are between the ages of 13 and 34.

SnapchatAppPenetrationByAge

What does this mean for marketers?

We’ve seen a few great examples already of companies and brands using Snapchat as a marketing tool, including Commonwealth Bank, Domino’s Australia (an early adopter of the platform, getting on board as early as 2013), as well as a bunch of Australian fashion brands, including Sportsgirl, Myer, and Senso Shoes (a great list here provided by Who What Wear). But previously, where brands were purely jumping on the Snapchat bandwagon to try and appeal to its younger customers, brands with a traditionally older client base may now be seeing increasing reasons to get Snapping as well.

Brands can and should be using Snapchat to:

  • Diversify the range of social platforms you’re on (sow your seeds far and wide!)
  • Send special deals, announcements and discount codes to your Snapchat followers only
  • In the case of fashion brands and retailers, show behind-the-scenes footage of photo shoots, warehouse tours, and new store openings (for bricks and mortar stores)
  • How-to tutorials (particularly in the hair and beauty industry!)

One thing’s certain, we’ll be keeping an eye on this growing trend and starting to explore further into the world of Snapchat and its potential for marketing. In the meantime, here are some more great tips for getting started on Snapchat for small businesses, provided by Cisco Social Media strategist, Tina Shakour, via Huffington Post Australia:

  1. Flash sales
    Push out a pic or vid about your latest sale and offer a special promotion or discount to Snapchat followers to make them feel special.
  2. Events
    Get buzz around your event by creating an On-Demand Geo-Filter so everyone can be involved in the event online as well and share it with their networks.
  3. Behind the scenes
    You can afford to share more intimate details of your business life on Snapchat as images and vids don’t have as long a shelf life as other platforms. Post vids of puppies if you are a dog walker or baking treats if you are a chef. It gives a warm and fuzzy feeling of authenticity.
  4. Ask for feedback
    Engage your followers by showing them something you are doing and asking them “What am I making/doing/thinking today?” to encourage them to swipe and chat.
  5. Product demonstrations
    Give your Snapchat followers a private tour of your business and products and explain the reasons why you invented/made/sourced them.
  6. Collaborate with other businesses
    Featuring nearby operators — and asking them to feature you too — is a great way to reach a new, yet local, audience. Just like two YouTube stars who appear in each other’s videos.

Does your business use Snapchat for marketing?

Share your opinion

2 Responses

  1. Scott Pittman says:

    Great post Marina! There’s a pattern that’s happening again now with Snapchat that is a general trend for social media.

    1) All the youth flock to a social network and it soars in popularity and
    is now cool. 2) Parents and marketers flock to the social network,
    making it ‘uncool’ and/or annoying the teens with ads
    3) Teens flock to a different social network who quickly becomes the new cool place to be online and the next big thing… free from parents and marketers.

    ————-
    4)
    Early adopters get in on this network and quickly build large, engaged
    audiences providing they create great content in the right context of
    the platform. Competition is low so opportunity is high to get in and
    position themselves well while developing skills and what works on the
    platform. Unless their audience is young people then they are rolling
    the dice a bit in the hope they will position themselves way ahead of
    their competitors by the time the platform takes off and target market
    piles in and/or the teens get older and turn into target market.
    Alternatively they could always try monetize the audience of young
    people they have built up if this isn’t their audience. They could also
    bring existing audiences across to the platform and reach their target
    market outside of the new platform to bring them on to the new platform
    where there is little to no competition for their attention.

    …and the cycle continues or so it seems for now! 🙂

    Scott

  2. Best Reef headline of 2016 for sure

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