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The huge power and potential of Snapchat

Launched in July 2011, by three Stanford University students (Evan Spiegel, Reggie Brown and Bobby Murphy), Snapchat went from being an application created for a University project to one of the biggest social media sensations in the recent years. First launched under the name Picaboo, the app received a re-launch and a rebranding and became the Snapchat that we all know and love.

The social media platform has grown immensely in popularity over the last 4 years and has now become one of the biggest social media platforms of this time. With over 100 million daily users worldwide, the app attracts especially Millennials and youngsters, but also a lot of celebrities. Therefore, the brands are “lining-up” and doing their best to attract the users’ interest and likeability. Moreover, Snapchat has grown as a marketing tool since brands have found it effective for promoting to a younger demographic group that they eagerly want to reach.

Part of the social media platform that attracted the most the users is the fact that people seem to be more genuine on it, even the celebrities, showing real moments of their lives, uncut behind-the-scene snaps, sexy and funny videos. Everyone from models to actresses (to model/actresses, to model/DJs, you get the idea) are daily users (DJ Khaled and Kylie Jenner just might be addicted) and now, some are even using the platform to premiere and  share original content. You can find here a list of the celebrities that love the social media platform, you will for sure have the chance to see some of your favorite ones. As of February 2015, more than 60% of 13-to-34-year-olds had the app downloaded on their phone, according to a U.S. Census study on Snapchat’s  site, even the White House having an account.

Also, as proved by several studies, more Americans are familiar with Snapchat than with Pinterest or Linkedin (not to mention Tumblr, Vine, etc), having more users than Twitter or Pinterest or Linkedin. In the past 12 months, awareness of Snapchat among Americans 12 and older grew from 60% to 71%, with the platform growing in one year as much as Twitter has in 4 years combined. In the 2013 Infinite Dial study, 15% of Americans said they used Twitter. By 2016 21% of the country claimed Twitter usage. Between 2015 and 2016, Snapchat went from 17% to 23%. Looking at all those figures, it’s no wonder that Snapchat is considered to be USA’s second-favorite social network, with 26% of Americans citing Snapchat as the place they visit most. Instagram is third at 17%, in the Infinite Dial’s 2016 study. First place is still held by Facebook, with 32% saying they use it most. This is a big move in just one year, as the previous edition of The Infinite Dial showed Facebook at 43%, Instagram in second place at 18%, and Snapchat at 15%. Essentially, what has happened is that in 12 months, 10% of the entire nation’s population of social media using 12-24 year-olds moved from Facebook to Snapchat as their platform of choice.

In this context, there is no wonder that, according to Re/code, advertisements and marketing videos on the service alone are seen between 500,000 and a million times a day.

Much of Snapchat’s surge in usage has been attributed to the app’s Stories and Discover features. People are able to connect with new brands and influencers that might have previously been outside their normal spheres of interaction and the stories the people behind those accounts create – visual tales like behind-the-scenes footage or brand messaging, for instance – build instant connections between companies and consumers.

According to Forbes, Snapchat has  more than 60 million users in the U.S. and Canada alone. Snapchat was set to rake in about $ 366.7 million in ad money in 2016 and they’re poised to break the $1 billion-mark in 2017. A lot of that money is coming from the full-screen ads strewn across those Stories and Discover sections.

The reason for the huge potential of Snapchat Advertising

Whether you are representing a small, medium or big brand, if you are targeting Millennials and youngsters, you must be on Snapchat. Try and learn from the brands that have already pathed the way for you. Take the best you can, try and innovate and, most of all, be present. If it’s something we’ve all learned through the social media boom is that being up-to-date with the changes and keeping an eye open are two essential factors in the success of the brands. And also, try to do at least a little bit of real-time marketing. Snapchat is the real place for it. The app others the marketers several big reasons for being there:

Frequency: Once a snap disappears it’s time to put up another one – that steady stream of content helps build rapport and frames the brand as reliable and communicative

Approachability: Many brands and personalities have found success posting raw footage that gives audiences a glimpse behind the curtain – from pre-concert footage from musical acts to touring a new pop-up store with a fashion designer, these sneak peeks build interest.

Story-First Focus: Most social platforms run off of “likes” or favorites that advertisers feel driven to accumulate. Snapchat advertising ditches that kind of approval, in favor of more organic storytelling that feels more authentic.

Getting more personal: Closer than ever to your favorite stars. What more can a fan want?

The fun / ironic side of it: We all want to have a good time and be entertained. And Snaptchat sure knows how to do it.

How often should you post on social media until it gets annoying?

Too often? Too little? Not enough? Too much? One of the most important questions that rise when thinking about the social media strategy for your brand. The frequency of updating your pages on social media is a key factor to the social media account’s success.

When it comes to Facebook there is a public, known rule of two posts a day that, according to Forbes, is a rule that works if you are handling a substantial Facebook following of at least 10,000 followers. “Whenever you have an audience of this size, there is almost no disagreement that posting twice a day is the way to  maximize clicks and engagement on your content. But what if you have a smaller following? Say only a few thousand, or even a few hundred? Does this rule still apply?” added the Forbes editors.

The answer, as expected, is complicated and not easy to be given. It takes testing, learning more about your followers and listening to the specialists and paying attention to their pieces of advice.

With over 1 billion accounts Facebook is the place to be. But, not every fan you have on Facebook will see everything you post. And that due to  Facebook EdgeRank. The more your followers like, share and comment on your posts, the more likely they are to see them in the first place. This is where  great content comes into play. Your followers will want to comment, share or like posts that keep their interest, make them laugh or teach them something. The advice given by yahoo.com would be to post at least 3 times a week, but every day would be even better. You don’t have to create all the content; share fun pictures, e-cards or posts that you think your followers will like. Sharing counts towards EdgeRank and engagement.

According to coschedule.com, when it comes to Facebook, the recommended posted time is one post a day, between 1-4 pm. Curate or re-share a post every other day. Ahalogy suggests that posting to Facebook no more than once a day is best or you’ll start to feel spammy. Buffer says you can post to Facebook twice a day before likes and comments drop off. Constant Contact says to post on Facebook a minimum of three times per week while keeping your maximum posting frequency to 10 times per week. DowSocial says two Facebook posts per day as a minimum works well for increasing your reach. They also suggest that sharing fewer posts and then promoting them is the best way they’ve seen to increase their engagement. HubSpot’s benchmarks suggest to post to Facebook a minimum of three times a week. They say to set your maximum number of Facebook posts to 10 times per week.

LocalVox likes to post once a day to Facebook as a maximum while three times a week is their suggested minimum. Nulou suggests to post a minimum of three times a week to maintain your consistency while keeping your maximum number of Facebook posts to no more than 10 a week. Quick Sprout found that Facebook pages with smaller amounts of followers should post about 16–30 times a month, or roughly once every day or two. If you have a bigger fan base, Neil Patel suggests posting at least 31 times a month, which he says is about once or twice a day. Mari Smith recommends 5–6 Facebook posts per week. And some good advice: Skip weekdays if you have to, but not weekend days, since Facebook users tend to be active on the weekends and in the evenings.

source: CoSchedule

Linkedin

According to yahoo.com, unlike Facebook, on Linkedin you won’t need to post things quite as often, maybe a couple times a week, if you have important things to share. Be sure to participate in groups, they’re great for establishing thought leadership and making connections on your industry. This is a place to network with others in your field and maybe find new business, so share blog posts, events and relevant info for your industry.

Important is once again to test and see what kind of content your fans and followers interact with, in order to find your own post frequency sweet spot. Keep in mind that your followers may have many different schedules and you may find more comments, shares and retweets happening around 8 pm rather than at noon so give it a try and see what works best.

The specialists consider that the best frequency of posting is one time a day, between 10-11 am. Buffer says 20 posts a month or posting once a day helps you reach 60% of your followers on LinkedIn. Constant Contact recommends posting on LinkedIn at least two times per week. Post a maximum of five times per week. DowSocial recommends sharing daily to LinkedIn, but doesn’t provide a solid number. They suggest that daily shares keep your followers in the loop, but not overwhelmed. HubSpot’s benchmarks recommend posting at least twice a week, while your maximum posting frequency should be no more than five posts per week. Nulou says to post to LinkedIn a minimum of two times a week to maintain consistency while five times a week should be your maximum number of posts. Quick Sprout cited  LinkedIn’s own recommendations for an ideal posting frequency of 20 times a month, which is about once every business day.

Source: ShortStack

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