What are the key elements of a successful Snapchat strategy?

1 Know your audience

The first step to creating a successful Snapchat strategy is to understand who your audience is, what they want, and how they use the app. Snapchat users are mostly young, mobile-savvy, and creative, and they value authenticity, fun, and relevance. They also consume content differently than on other platforms, as they prefer short, vertical, and immersive videos that disappear after 24 hours or less. Therefore, you need to tailor your content to match their preferences, needs, and behaviors, and avoid being too salesy, boring, or intrusive.

2 Define your objectives

The next step is to define what you want to achieve with your Snapchat strategy, and how you will measure your success. Snapchat offers various features and tools that can help you reach different objectives, such as increasing brand awareness, driving traffic, generating leads, or boosting sales. For example, you can use Snap Ads to deliver full-screen video ads with interactive elements, Lenses to create augmented reality experiences that users can try and share, or Filters to add branded overlays to photos and videos. You can also use Snap Map to promote your location, Spotlight to showcase your best content, or Stories to share your behind-the-scenes or exclusive content. Depending on your objectives, you should choose the most suitable features and tools, and track your performance using Snapchat's analytics dashboard or third-party tools.

4 Build relationships

The fourth step is to build relationships with your audience and foster a sense of community and loyalty. Snapchat is a platform where users expect to communicate and connect with their friends, family, and favorite brands, so you should not treat it as a one-way broadcasting channel. Instead, you should engage with your audience by responding to their messages, comments, or snaps, asking for their feedback or opinions, rewarding them with exclusive offers or discounts, or inviting them to participate in contests or challenges. You should also collaborate with influencers, celebrities, or other brands that share your target audience and values, and leverage their reach and credibility to expand your exposure and trust.

5 Experiment and learn

The last step is to experiment and learn from your Snapchat strategy, and constantly adapt and improve it based on your results and insights. Snapchat is a fast-paced and evolving platform, where user preferences, trends, and features change frequently, so you should always be ready to test new ideas, formats, or campaigns, and see what works and what doesn't. You should also monitor and analyze your data, such as views, impressions, clicks, conversions, or retention, and use them to optimize your content, targeting, timing, or budget. Additionally, you should keep an eye on your competitors, industry leaders, or best practices, and learn from their successes and failures, and apply them to your own strategy.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?