3 Reasons Why Snapchat Matters

Where This All Started

So I was not originally a Snapchat fan - at all. I knew it was a rapidly growing social platform, I knew I needed to master it, I knew it mattered for my career. But, like many others that are, shall we say, 'middle aged' - I downloaded it, played with it, struggled with the UI, promptly lost interest and that was that.

But, oddly, I kept it on the home page of my iPhone. Maybe it was because I kept seeing people (openly, in public) using it. Maybe it's because I kept hearing people talk about it. Maybe it's because it's the current 'social media darling'. Or maybe it's because Gary Vaynerchuk told me to.

I'm not sure what it was, but there it was - hanging around like a bad smell, just begging me to learn it or jettison that precious screen real estate for something more useful.

So I took the time to play with it, watched some YouTube tutorials (I don't have kids or I would have just asked them) and used it a LOT for about a week. Then it clicked, I started to see what the hype was about. I started seeing the kind of engagement and sense of urgency that only Snapchat offers. I used the quirky, funky, fun filters and added puking rainbow overlays to my videos.

So, once I finally felt I had a reasonable grasp on it all and could add something worthwhile to the discourse, I dedicated the latest episode of my 'At the Coalface' series to it:

What I Left Out

Despite the video, there were some key business points I left out of the video. For one, it would have made the episode too long and also, the last few points I wanted to make most likely wouldn't matter to the audience that usually watches the series - those that want to USE Snapchat to grow their audience and engagement.

There are 3 things Snapchat does that makes them relevant to their customer base and to the wider social media landscape at large. These lessons can be applied to many businesses so it's valuable to learn from.

• Snapchat are always innovating

Snapchat introduces new features, functions and reasons to use the app all the time. From new image filters and overlays to the new geo-filters and Snapchat 'stories' - there's always something new to explore. Innovation is the lifeblood of business.

Innovation is costly though so many businesses can still remain successful by being a 'fast follower' - follow innovations in the market and then adopt/improve quickly. Cutting edge is sexy but not viable for everyone.

• Snapchat improves the ecosystem as a whole

Due to their constant innovation, they push other social platforms to improve too. There would be no Facebook messenger if FB did not feel the heat from other messaging apps like Snapchat. They also forced FB into the Instagram purchase which has brought Facebook ad targeting & management to Insta.

This benefits consumers but also provides Snapchat with a steady flow of improvements & challenges set by others to consider too. It's a virtuous cycle of improvement that helps all. As they say, a rising tide floats all boats...

• Snapchat has become a utility

If you browse Instagram or Facebook or even Twitter, a huge number of the images displayed have been created in Snapchat first. Snapchat lets you take and edit images & video right within the app and then save them to your phone for use elsewhere. Images can also be imported but images taken with the app have even more edit options and imported images can only be used in the App and not be re-saved after editing.

There is no requirement to use the snaps taken in Snapchat at all. They have managed to turn their app into such a unique & popular photo and video editing app in its own right that it's all some people use now on their phone.

Once you become a utility, you become embeded in your users lifestyle and then you have the opportunity to sell other products and services into your user base as a result. This is very smart strategy on the part of Snapchat.

The Wrap Up

So there you have it, my 3 reasons why Snapchat matters and how you can leverage similar strategies in your own business or role.

What do YOU think of Snapchat? Do you use it? Has my article piqued your interest in exploring it further? Has Snapchat helped you tap new audiences? Do you think it's a flash in the pan or has staying power for the long term?

Connect with me on Snapchat using the following snapcode:

or by adding me by Snapchat username: greenwood.jason

I look forward to connecting with you.

Jason Greenwood

#learnwithjason