Snapchat is a hard sell for many B2B marketers. It's often associated with crazy teenagers sending sexts and making memes, rather than with professional business services. But social tools evolve, and as we've mentioned before, Snapchat has been busy evolving right into an important method of engaging your customers. Not convinced? Here are two ways Snapchat has changed to catch the interest of even the stolid B2B market.
1. An increasing number of young professionals are using it. Recent data has show that Snapchat is more popular with people in their early twenties than Facebook, with 72% of them using the service and around a quarter of them using it more than any other channels – numbers that continue to increase. The kids, in other words, are growing up: As they assume greater responsibility in the market they are taking their preferred methods of communication with them. Snapchat is about to become a standard app in the business world.
2. It's in a very interesting niche at the moment. In many ways Snapchat is unique – it's fast, has little in the way of tracking engagement (no Like button, for example) and has little to no room for traditional ads. That means that the people who use Snapchat are more difficult to reach through traditional channels, but more likely to pay attention to content. This makes the service highly personal, ideal for influencers, and – as it grows more popular – dangerous for traditional online advertisement.
Yes, Snapchat is a channel unlike any other, and deserves your attention. But today we're going to talk about a specific way in which Snapchat can work in the B2B world, and that's all about content urgency.
(Lack of) Time is Money
Content urgency refers to creating a sense of urgency that encourages people to make decisions now rather than lose the opportunity forever. In the B2C world they talk a lot about "spontaneous buying" which is encouraged because consumers tend to make buy now, think later decisions when being spontaneous. Of course this is difficult to pull off in the B2B world, which is why the conversation focuses more on content urgency.
The focal point of this urgency is time-controlled content, which is sometimes called "Mayfly content" for how short-lived it is. Just as flies legendarily only live for a day, Mayfly content only lasts for a day or two as well, then vanishes into the ether or quickly becomes unimportant. Consider this from a client or customer's point of view. They know that the content is there, ready to be accessed. They know that if they put it off (and put it off, and put if off…) like they do with regular content, they will lose the chance to see what it is. As a result, Mayfly content breaks them out of their usual cycle, makes them curious, and warns them that they will miss something if they don't look now. Those are powerful motivators!
Snapchat creates content urgency and by being specifically designed for this kind of watch-it-now content. If you don't activate a message within the right timeframe, you won't see it. If you create a consistent Snapchat strategy that regularly awards users with unique content or deals, then it's very easy to convince viewers to access your content now, every time – so they don't miss out!