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Snapchat has become a marketer’s dream [stats]

Snapchat has grown in relevance and is no longer just for the teens. Start thinking of how YOU will stand out.

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snapchat

Snapchat isn’t just for kids anymore

Snapchat has been competing for a relevant foothold in the social media realm, ever since its release four years ago. And although they have close to 200 million monthly users, they’re up against some heavy hitters, especially Facebook, who is constantly evolving, improving, and finding ways to further demand advertiser’s money. In an effort to keep up, Snapchat has worked aggressively to become more visible as a content platform, and decided just last month, to restructure their marketing plan.

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Sponsored lenses, QR codes, and product partnerships are just a few of these content efforts, however, advertisers are still skeptical, and aren’t exactly confident Snapchat can stay afloat; especially in such a continuously developing and competitive market. And though the concerns are valid, advertisers and companies alike are overlooking user trends that may very well help Snapchat, reemerge as the competitive content platform they desire.

Huge success with Snapchat stories

According to these trends, 37% of users are creating and/or viewing a story: which is around 55.5 million people. In order to understand the magnitude of that, let’s first discuss Sprite, and the huge success they’ve had with Snapchat stories.

For the first time in Snapchat history, they partnered with Sprite to print 15 different codes on various cans in Brazil; the codes gave consumers the chance to connect and watch celebrities’ stories, and in just a few days, received over 2 million views. What better way to increase visibility for a company, than to expose your brand to the 55.5 million people who like to watch stories every single day?

A pool of millions of people to tap into

Additionally, 60% use it as a messaging app, 51% to send photos, and 39% to send a video. That’s a possible 90 million people to target with a well crafted messaging campaign, 76.5 million for a captivating photo campaign and 58.5 million for brand heavy videos; all amazing sample sizes to target.

However, what do these numbers mean to entrepreneurs and small businesses everywhere? Because unfortunately, not many of us can afford to invest the same amount of money for a Snapchat campaign, that a $56.1-billion-dollar company like Coca Cola did. But, have no fear, the answers are in those amazing, aforementioned numbers.

As we all know, a fraction of a very large number, is still a large number. So, receiving a small fraction of total users (a quarter of almost 200 million, is at least 37,000 people) to watch a short video, or photo, with your brand in it; can catapult your business from a local, word-of-mouth type of business, to an easily recognizable, marketing savvy company.

How to take advantage of the platform

Put together a short video, that’s either really funny, evokes emotion, or is just flat out obnoxious, whichever is consistent with your brand’s culture, as long as it’s captivating. Once you have a cool video, you can then experience the magic that can happen when Facebook, Twitter, or Instagram has a love child with Snapchat.

After you have your video or photo made, you can actually save it from the Snapchat app directly to your device. From there you can post it on your Instagram along with hashtags, user tags, and other brand increasing features; you can do the same on twitter and Facebook, to increase visibility. The magic is endless!

#Snapchat

Lauren Flanigan is a Staff Writer at The American Genius, hailing from the windy hills of Cincinnati, with a degree in Marketing from the University of Cincinnati. She has escaped the hills, and currently resides in Atlanta, where you can almost always find her camping at a Starbucks strategizing on how to take over the world.

Business Marketing

Is Easy Advocacy the tool your business needs for ad campaign reach?

(BUSINESS MARKETING) Product claims to make employee advocacy easier than ever with a tool that’s designed to enlist employees to share campaign content online.

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easy advocacy welcome page

Ever wished you could get all of your employees in on your campaigns, enlisting them all to help make your digital content go “viral”?

No? To be honest, me either – at least not until I learned about a new program called Easy Advocacy, created by a company called Agora Pulse.

Easy Advocacy is a productivity and marketing tool geared towards harnessing the power of larger internal groups (employees) in order to make content sharing (campaigns, social media posts, etc.) as easy as possible. The product is listed on Product Hunt, which is essentially a tech geek’s paradise for new and interesting technology. This week, on February 19th, Easy Advocacy was listed as the #1 product of the day.

The website boasts features like:

• Quick campaign setups
• Making content easier to share
• Knowing the reach of your shares

In addition to making it easier for employers to have their employees share content, the platform also offers basic analytics pertaining to things like number of shares and website visits. Employers can also identify their top advocates through a leaderboard.

Their website’s description of the toolset says that the tool “dispels the hassle of the usual employee advocacy complaints and makes the process of sharing content with employees, who then share on their social channels, easy peasy.”
One way it does this is by emailing your employees the exact instructions and copy the company would like them to share, making it somewhat automated.

Now, while this all seems great, my biggest concern is who their market truly is. Are they going after small teams? Probably not as having a team of only 5 people sharing a campaign would be nearly fruitless – unless you happen to have a major social media influencer under your employment.

If they go after larger companies, like Apple, for example, I can see this tool being helpful. However, it’s a little bit of a double-edged sword. Larger companies typically are beyond the point of needing word-of-mouth campaigns. Let’s use Apple as an example here, too. They’ve been around for years, and according to Statista, 45.3% of smart phone owners in the U.S. go with Apple iPhones. Given this, and the fact that everyone already knows what an iPhone is (unless you live under a rock…), I really can’t see much need for a tool like Easy Advocacy for such a large company.

So, where does that leave the company? Only time will tell. My first bit of advice to the company is that the name definitely needs work. The name “Easy Advocacy” implies that there’s some kind of advocacy happening for employees, when in reality, this platform is meant to help employers. But given my points above, I think they need to think about their model some more and maybe make this tool something that’s more robust that companies of all sizes can use.

Full disclosure, this does not mean it’s not worth trying out. Give it a shot and let us know what you think.

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Business Marketing

The Body Shop’s new policy is first come, first employed

(BUSINESS MARKETING) An issue that has been on a lot of peoples minds recently is fair hiring standards, be from sex, race, or age discrimination to former prisoners.

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The body shop hires prisoners

Anyone who has tried to get a job in the last decade can tell you that hiring is getting near dystopian. Everyone has heard jokes about needing 5 years of experience for an entry level job or the combined skillset of 3 positions to get one job. Things have gotten to the point where even some large companies are wondering if maybe hiring (and getting hired) shouldn’t be so complicated?

The Body Shop is making a radical change in the way they hire their retail employees this summer. They will be hiring on a first-come first-serve basis. Employees must meet three criteria to apply, but beyond that it’s open season – or “open hiring” as they are calling it.

1. Must be authorized to work in the U.S.
2. Can lift over 50lbs
3. Can stand for 8 hours

The company will not be performing drug tests or background checks for this “open hiring” round. The goal is to remove some of the barriers to entry for people seeking employment. This move will be hugely beneficial to the formerly incarcerated and people who have minor offenses on their record.

The Body Shop’s U.S. GM, Andrea Blieden, said, “When you give people access to something that they’re struggling to find, they’re very committed to working hard and keeping it.”

This isn’t the first time The Body Shop has tested out this hiring strategy. In December 2019, the company ran a pilot program at their distribution center. According to them, their employee turnover rate dropped from 43% to 16% and productivity improved.

This change could be equally beneficial to both employers and employees. According to PrisonPolicy.org, formerly incarcerated people are unemployed at a rate of 27%. To put that in perspective, that is higher than the overall national average during the Great Depression.

When established brands make big moves, people pay attention. If they continue to report success, The Body Shop’s hiring practices could be used as a case study for other businesses looking to shake up their hiring process. Perhaps in a few years, this type of hiring could become more common place among retailers.

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Business Marketing

Stay ahead by decluttering your Instagram accounts with this new feature

(BUSINESS MARKETING) Get a head start on your spring cleaning with Instagram’s newest feature. It may become your favorite way to views others accounts.

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instagram accounts

In a plot twist you weren’t expecting this week, Instagram is looking to make your life a little easier. Their newest app update includes a feature that groups accounts you follow into curated lists such as most and least interacted with or earliest followed to latest.

If you’ve ever looked at the number of people you follow on Instagram and wondered, “who the heck are these people?” then this update will make your heart sing. Instagram has been around for 10 years now, so it’s understandable that some of our follower lists have gotten a little out of control. Your friends and interests shift over time and it can be difficult to find time to actively curate your social media accounts.

Working with this new feature is simple. To access it just head on over to your Instagram profile and click “Following.” You should see a couple of categories above the list of accounts you follow. As an added bonus, you can also change the sort feature on your follower list. It can be set to show oldest accounts followed first or latest accounts firsts.

instagram accounts

For entrepreneurs and freelancers who don’t have the luxury of a full social media team (or any team at all) small features like this can be a game changer. If this feature sparks you to finally clean up your Instagram, here are a few questions to ask yourself when you’re trying to decide who to keep and who to unfollow.

Why did you originally follow this account?

Does this account still serve your business interests?

What was your main purpose behind following this account? As a business owner you might follow an account on Instagram for any number of strategic reasons. Perhaps this account is a fellow business owner in your area, but they’ve since closed their doors. Chances are you’ll find more than one of these cases in your least interacted with group.

Were you looking for business advice or inspiration? When you’re just starting out with your business, you might have followed a few accounts that aimed to give advice to new business owners. Well, if you’ve been doing this for a few years, you probably already know the basic advice these types of accounts are pushing. It’s time to move on.

Do you know this account IRL? Maybe your business has moved locations or changed niche in the last few years. You might have made some great connections with fellow business owners back in the day, but you may no longer run in the same circles. If you know the person who runs the account IRL and you still want to stay connected there are two options. You can either go follow them on your personal account or you can continue following, but mute the account so it doesn’t clog up your Instagram feed.

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