Snapchat in B2B marketing: is it possible?

9 May 2017 by    Clothilde Eito

Snapchat was born in September 2011, in California. It was started by two Stanford University students. This free app, available for IOS and Android, is a sharing and ephemeral photos and videos platform. The company is currently valuated at $24 billion.

As B2B marketing professionals and social media specialists, we obviously had to write about it.

Many marketers are asking the following questions:

  • Is Snapchat suitable for the B2B sector?
  • Can it be integrated into a B2B marketing strategy?

This is what we’ll clarify in this post!

Snapchat : trends and figures

Snapchat is the millennial generation’s favorite network! According to a US study by Media Metrix:

  • 8% of Snapchat users are between 18-24 years
  • 2% of them are between 25-24 years

Snapchat-age-b2b

©MediaMetrix

Compared to other networks (B2C usage), we can see that its audience is markedly different.

The 25-34-year-old age range segment is the biggest for social media such as Facebook, Twitter, Instagram, Google+ and Pinterest.

However, this trend has been an evolving one. According to a study by Media Metrix, 38% of 25-34-year-olds use Snapchat in 2016, against only 5% in 2013.

snapchat-marketing-b2b

©MediaMetrix

As Snapchat is growing, perhaps it would be interesting to have a closer look at this network, which, in our opinion, isn’t done surprising us.

Why do so few B2B companies use Snapchat?

In B2C, many companies have already taken the plunge and made Snapchat a powerful marketing tool! However, this isn’t yet the case for B2B.

Here are some figures that should motivate more than one B2B company (source MediaKix)

  • 22% of advertisements are displayed on this network
  • Snapchat ads are viewed more than a million times daily
  • 60% of smartphone users use Snapchat

The obstacles to using Snapchat in B2B

1. Ephemeral contents

  • Shared content (photo or video) can only be viewed for 10 seconds (maximum) or 24 hours if sent via story.
  • The number of characters is limited to 140.

However, these points, in our opinion, already have solutions:

Do you want to keep your shared content and distribute it on other networks? Record it and broadcast it!

The 140 characters are too short for you? Use emojis, the text tool (to write via drawing mode).

  • snapchat-fonctionnement-b2b

©Blogdumodérateur

1.    Return on investment not measurable enough

The measurability of these actions is an important aspect, as budget allocated to media is generally used on networks whose results are measurable and convincing.

Snapchat allows you to measure:

  • Number of subscribers
  • Growth rate of your community
  • Number of viewed files (photos, videos and stories)
  • Percentage of people who saw the entire story
  • Amout of screenshots recorded.

2.     No traffic generated on other networks and websites

Snapchat doesn’t allow you to send clickable links, but it’s possible to share screenshots and product photos…

Moreover, it’s a good way to develop subscriber commitment, and encourage them to act!

Snapchat and B2B sector: get started!

We think that this network currently gives you a great opportunity for differentiation, as your competitors are probably not on it yet.

Your customers are looking for originality and appreciate the little extra that makes all the difference. Here are examples of B2B companies that have not hesitated to invest in Snapchat.

#1 – Hubspot

This inbound marketing platform uses Snapchat to promote events, and don’t hesitate to compile their videos to send summaries missing subscribers!

HubSpot-Snapchat

©Hubspot

#2 – CISCO

This software company has an employee-powered Snapchat account: corporate life, offices, work tools … A great initiative to highlight the employer brand and stand out from the competition.

Cisco_Snapchat

©Cisco

The most used features on Snapchat

This network offers many features that will allow you to personalize your posts to make them attractive:

  • Geolocation filters
  • Emojis, Bitmojis
  • Funny filters
  • Voice processing
  • Different video speed
  • Chat and conversations

By the way… Exo B2B will be on Snapchat very soon… Stay connected!

Exob2b-snapchat

Did this subject interested you?

Contact us and see how can we integrate Snapchat to your social media strategy.

 

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About Clothilde Eito

Success is a path that patience and work make accessible Graduated with a master’s degree in digital strategy and e-business from Weller International Business School in Bordeaux, I am passionate about interactive media and new technologies. In my previous professional years, I had the opportunity to improve my knowledge in digital strategies mainly by working for web agencies In France and Canada. I've been interested in many sectors of activity such as aeronautics, the hospitality industry or in distilled spirits. At Exo B2B, I am involved in marketing strategies, content development and I manage some of our client's social media communities. Read more

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