30.05.2014 Snapchat goes SFW (safe for work): The top 3 examples of Snapchat working for brands

Have you added WalesOnline on Snapchat yet? This week, it launched two eponymous Snapchat accounts – walesonline and walessport. While the first will be used for more general news updates, the latter will focus on behind the scenes snaps at matches, press conferences and post-match interviews.

The days of Snapchat being a sleazy app that facilitates sexting are long gone. As the fastest growing social media app among teens, businesses and organisations have been rushing to tap into the power of its temporary snaps.

It’s always great to see brands trying something new in the relentlessly changing world of social media trends. It’s clear to see why Snapchat, an instant communication app, is an interesting platform for the delivery of breaking news. Receiving a snap not only feels personal, but also has the ‘interruption factor’ – while texts and Whatsapp messages can wait, the intrigue evoked by an unviewed snap often compels people to view them immediately.

Wales Online isn’t the first organisation to use snaps to connect with their audience.

Here are our top three examples of brands using Snapchat effectively:

1. Taco Bell posted exclusive offers and created buzz around the announcement of its reintroduction of the Beefy Crunch Burrito. This kills three birds with one stone, by making users feel special, letting them preview a new product and creating traction around new announcements.

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Cosmetics company Nars also used Snapchat to send preview snaps of its much-awaited Guy Bourdin make up collection.

Interestingly, Taco Bell was also the first major brand to use Snapchat’s stories feature, showing a series of photos and videos that revealed a visit to the chain narrative focusing on a group of friends.

2. New Orleans Saints gave users a glimpse behind the scenes with their Snapchat. This lets people feel included, by keeping fans involved with new announcements, such as new merchandise and sneak peeks of their weekly uniform.

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3. American frozen yoghurt chain 16 Handles was one of the first to get on board the Snapchat train, sending discounts and coupon codes, from 10% to 100% off, to customers who send them selfies of them eating their frozen yoghurt.

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As Snapchat becomes more and more saturated with businesses targeting potential customers, how soon will it be before the novelty is lost? Will the core user base turn away in droves if it becomes just another ‘broadcast’ marketing tool?

We would like to hear your thoughts. Get in touch!