With the growing number of young travellers, it is becoming increasingly important for brands to market specifically to them. To be more visible to these travellers, they are leveraging newer platforms that play host to more such users. Snapchat is one app that is much loved by young travellers and has come a long way since its inception in 2011. It has more than 100 million daily active users sharing over 8,000 snaps per second. Thanks to the high rate of usage and a visual approach, it is catching up fast in travel industry.
Users are leveraging the app to share their travel experiences. Similar to apps like Periscope, the shared moments are mostly unrefined and without the validation from social network in form of likes. The ‘Our Story’ feature can be nicely used to broadcast major events and activities. Travel brands like Conde Nast Traveler, Marriott International and Matador Network are actively using Snapchat. Of course there are some limitations for brands at this moment and it might not be the right fit in marketing strategy of all travel brands but it is a platform that can’t be ignored.
Here are some tips if you are planning to integrate Snapchat into your marketing strategy:
#1- Create urgency
The stories on Snapchat expire after 24 hours. While some might see it as a downside as the content isn’t available for long, it can be a great way to send out discount deals or host flash sales. Once the audience starts to build up, this can be a great way to create a sense of urgency and in turn drive up the number of transactions. It will also boost your Snapchat community over time.
#2- Be quirky
This one goes without saying. As the audience are younger, you can go off your conventional serious tone and choose to be a little cheeky, of course if the character of your brand allows. Some humour will make sure that your audience remember you for long. Also don’t forget to use a mix of photos and videos. It has been observed that shorter videos engage more audience so try to keep them as short as you can.
#3- Share mega events
Similar to Periscope, your audience at Snapchat won’t mind a slightly shaky video or unprocessed photos. You can use it as an ‘in the moment’ platform and share updates from your events. This will keep the audience hooked for live updates from your brand.
#4- Go behind the scene
You can use Snapchat to give your audience a tour in the everyday life of your employees. This can also be done with the introduction of a face for your brand. Ireland’s Airline company Aer Lingus can be a good example. They have used Snapchat to take audience onboard inaugural flights and give sneak peek into the life of their employees.
#5- Use influencers
Travel brands often join hands with influencers for activities like fam trips and meetups. If it is the same story with your brand, you can use it as an opportunity to boost your Snapchat following. A string of snaps can be used to create interesting travel stories through your brand account attracting more audience. Account takeovers are also a good option to leverage the influencers’ audience.
If you are looking to connect with more young travellers, Snapchat is one platform that you shouldn’t leave out of the equation. A large fraction of the audience is under 35 years of age and uses the app frequently.
Do you use Snapchat for promoting your brand? What tips would you like to add to the list. Join the discussions on travel marketing and get inputs from the topic experts here.
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