How to Grow Your Audience on Snapchat
Snapchat is Killing It.
In case you haven't heard...Snapchat is killing it. With their recent IPO, $SNAP plans on taking over the social media game as we know it. What's not as obvious is how to grow your audience on Snapchat and more importantly, how to keep them engaged.
Let's get real...it's a challenge to grow a new audience from scratch. Unlike other mediums (Facebook, Instagram, etc.), there is no discoverability option (yet) on Snapchat. Neither is there a news feed or trending tab. So how do you grow your audience? Let's get started.
How to Attain Snapchat Audience Growth
Snaplytics, which is basically Snapchat's version of Google Analytics, recently created a report on how companies are using Snapchat. In the report, Snaplytics took a look at over 500 brands, 24,000+ Snapchat Stories, and 217,000 snaps to figure out how brands are using Snapchat and what sort of results they were receiving.
Snaplyitcs discovered that 64% of Snapchat followers found the brand on Snapchat by searching for it's username. This is a result of brands cross-promoting their Snapchat account across other social media channels ("Hey Fan/Follower/Friend, check us out on Snapchat @YourBrandHere"). Awareness and brand discovery of your Snapchat account primarily occurs on other social channels.
The report advises that you publish content with your brands' Snapcodes. To find it, just open the app and swipe down. Here's what mine looks like...add me if you want ;)
Snaplytics found Snapcodes make up 25% of new Snapchat follows, so definitely share it on your other social media accounts.
Once you earn new followers, you can expect 54.8% of them to watch one of your Stories every time you post. Talk about engagement!
Optimize Your Stories
There are several factors to a successful Story that you should highly consider:
Snapchat Stories, which are your series of images shard on Snapchat, should do exactly what it's title implies: TELL A STORY. Snaplytics found that brands shared, on average, 13 Stories per month, or 2-3 per week. They also discovered that most Stories were shared between Wednesday to Saturday.
The report also shows that the average brand contained 11 snaps in total, and that the duration of a Story should match the subject matter. For example, if your Story is focused on a single product/item you should keep it short and sweet. If you're interviewing, or giving a behind-the-scenes look, lengthen to Story so your viewers can easily follow along.
61% of the content brands are sharing on Snapchat come in the form of video. Just like duration, Snaplytics found some variation in content split across industries. Static products (Luxury Goods, Food & Beverage, Lifestyle/Fashion) preferred photos while Broadcasters, Entertainment, and beauty produce more video content.
Testing: That's a Major Key
Ultimately, Snaplytics recommends brands conduct significant testing to determine the best possible Snapchat strategy. Mess with the different elements (frequency, duration, content type) so you can fine-tune how you want to interact with your audience.