When we say that Snapchat for distillers is going to be the next big thing for B2B marketers, you must think we’re crazy.
Guess what? Snapchat isn’t just for kids anymore.
More and more Business to Business (B2B) brands, like distillers, are jumping on the Snap bandwagon. With features like on-demand geofilter campaigns, Snapchat becomes a powerful marketing tool for distillers looking for serious engagement, increased brand awareness and opportunities to gain leverage with distributors.
Snapchat. Snaps. Stories. Geofilters.
If you have teenagers at home, you’ve probably heard of the yellow app with “Ghostface Chillah” logo (which is based on Ghostface Killah of the Wu-Tang Clan, btw). If you’re a Millennial, you’re probably using it, too. But, it’s not just for the kids.
Designed to empower people to express themselves, live in the moment, learn about the world and have fun together, Snapchat has quickly become the go-to storytelling app for marketers all over the world. What once started as mysterious messaging app for youngsters in 2011 now generates six billion views every day on videos, more than Facebook! And with 178 million daily active users on the site, it stands as a solid player in the digital space, surpassing Twitter.
As the fastest growing social media brands online, the Snapchat market is exploding. It’s time to take notice.
Snapchat for Distillers: The Next Big B2B Marketing Tool
According to The Wall Street Journal, the 5-year-old social media platform has already seen a sharp spike in users over the age of 35 in the past few years. And, experts project that over the next couple years, the age of Snapchat users will continue creeping up, which is good news for B2B brands targeting distributors.
“Snapchat will be an excellent place for B2B players who act like media companies – media companies that create stories to bring value to their end users. Those players will find their niche and their audience, allowing them to disproportionately pick up business.”
– Gary Vaynerchuck
As Snapchat becomes a platform that businesses embrace even more over the coming years, you’re going to want to be a part of it.
Distillers Using Snapchat
Brands like Jim Beam, are already using Snapchat to create buzzworthy awareness and stay at the forefront of innovation through their marketing efforts. Why? It’s more than just fun…there’s actually a lot of psychology that comes into play here.
As you know, the messaging application can be used to share a variety of media, including photos, video, text and drawings. But one of the biggest reasons behind the explosion of Snapchat is that it’s done in a way that sparks curiosity and FOMO.
Snapchat differs from other social media channels in that the snaps are not posted forever. If a user doesn’t check their account within a 24 hour window of receiving their first notification, the snap disappears. This sense of curiosity and FOMO (fear of missing out) helps build relationships and drive more users to engage with the brand.
Marketing Opportunities on Snapchat for Distillers
Sure, Snapchat might be a fun place to experiment with new filters and send silly selfies, but for B2B brands, it’s so much more than that.
Behind the Scenes
Companies can engage with distributors by offering exclusive behind-the-scenes experiences. This raw, live footage is like getting a backstage pass into your business and maximizes aspects of transparency. Using the longer-form content, like the 60-second Snaps, to show a sneak peak into how your products are made, can open the doors for distillers to get even more creative.
Paperclips
People love behind-the-scenes…and they love stories they can connect with. Distillers can use Snapchat to highlight case studies with other clients and build relationships with key decision makers. Now, with the feature “paperclips” brands have the ability to add a website link to Snaps. Users who need more information can easily click over to the link provided within the Snap.
Geofilters
As one of Snapchat’s most interactive feature, Geofilters are location specific overlays that typically display the name or logo of a brand. It allows users to show off their experience with a fun photo overlay. Snapchat users love overlays because they’re a creative and timely way to share what they’re up to with other users. And brands love them, too because they are an innovative way to strengthen brand recognition and get the word out about special events.
Today’s marketing is all about building solid relationships. Provided you’re creating the right content (or filter), Snapchat can be a great platform for distillers to offer that authentic look into your business and showcase genuine brand personality.
But, as with any social media platform, the key to success is starting with the right strategy, consistent testing and tracking your audience’s response to content, including geofilters.