Getting savvy with Snapchat

Snapchat is one of my favorite social media platforms.

HCHannah Connorton hannah.connorton@nationaljeweler.com

For those of you who are unfamiliar, it’s a social app that allows users to capture images and videos that can be sent to approved friends but self-destruct after a maximum of 10 seconds.

There’s also a chat feature where those who receive images/videos can reply to the original sender with another image or a text, and a feature that allows users to draw and add captions to their content.

Examples of how Snapchat is used among millennials; the ticker in the upper-right hand corner counts down for each image. If a user takes multiple Snaps in a row, they play at once in a “story.”

National Jeweler has emphasized time and time again the importance of independent jewelers utilizing not only an Internet presence but also social media, whether it be Instagram, Pinterest, or Facebook.

Snapchat is one platform we have yet to cover, with the main question looming: Is it appropriate for our industry?

Nicole Kroese, vice president of marketing and partnerships at social media software provider Likeable Local, said retailers should know their audience when using Snapchat.

“If your target audience is late 20s and under, Snapchat and Instagram might be a great fit as they are popular with that demographic,” she said. “Make it high quality, use features … make sure that you Snap great and compelling moments and take advantage of the ability to write and draw on Snaps. This will make your brand Snaps more authentic.”

Still, there are obstacles.

The first is connecting with your audience. In order to send content on Snapchat, you need to have a list of connections to send it to—like on Facebook, they are called friends—and you need the cell phone numbers of these friends to reach them. They must also approve your request to be friends and receive your images/videos.

This could be easy with a jewelers’ existing clients, as they may already have a database of their customers’ cell phone numbers already, but ideally retailers want to reach millennials with this app, as it’s the third most popular social app among them.

Users also must have an account from which to send the content, set up via a smartphone that can capture images and videos (because it is a mobile app, you can’t send content via a desktop or laptop computer.)

Once these hurdles are cleared, it’s time to send

Banner will be right here …

Snaps. But there’s a looming issue here: because the images/videos self-destruct, how do your customers tell you what they liked, and keep track of it themselves?

On one hand, exciting content and clear, crisp pictures could get them in the door, regardless of what they remember seeing, but users run the risk of the out-of-sight, out-of-mind mentality when the image disappears. Still, the Snaps could be enough to have potential customers keep you in the back of their minds and come into your store when it’s time for bridal jewelry or other gifts.

The final frontier: Do your customers want to engage with you on Snapchat?

Earlier this year, Snapchat added a new portal of curated news stories called “Discover,” where users can access content from outlets such as Comedy Central, CNN, ESPN, Yahoo, National Geographic and People.

I personally checked it out only once or twice because I am more interested in the content friends are sending, and I don’t believe I am alone—Engadget.com reported in May that the feature’s traffic has been dropping significantly since its debut.

While the Discover portal is separate from how independent retailers would be reaching their own Snapchat users, it does give insight into how users feel about connecting with businesses on this platform. Snapchat is quick, fun, easy and not yet plagued with ads; are users ready to be inundated with commercial content?

Retailers, what’s your take on Snapchat? Do you use it for your business and, if so, do you find it effective? Please feel free to weigh in below in the comments section, or contact me directly at hannah.connorton@nationaljeweler.com.

Hannah Connorton