How To Become “El Jefe” of Snapchat: New Marketing Strategies For Hispanic Millennials

Snapchat’s marketing potential and rapid growth is still under the radar for most companies. Only two percent of all businesses are actually using Snapchat to connect with their audiences, despite its increasing popularity, especially amongst the 13 to 34 demographic. Throw in an environment which already has highly engaged consumers and it's easy to understand why Snapchat is such an ideal social network tool.

The Perfect Tool For Reaching the Hispanic Millennial

When targeting younger Hispanics, there’s no better place to do so than on Snapchat. This social media platform provides users with the creativity to blend their personal videos and images together to create some pretty rad “stories” that last only 24 hours or just a few seconds when sent privately.

It’s like sending a quick text message, only using an image or ten second video. Along with these quick “snaps” of footage, the user can add text or images available within Snapchat. For example, if the user is attending an event, Snapchat gives the user an option to add "filters" related to the event theme. This is exactly where your business profitability comes into play.

A perfect example is by using Snapchat’s geofilter, a feature that puts your branding efforts into overdrive. For instance, when Gary Vaynerchuk used his own branded geofilter for a book signing event, he was able to draw over 200,000 views in five hours.  He spent a total of $62.98 for a $0.27 CPM (Cost per thousand impressions). This type of marketing is much more effective than digital banner ads because the user is engaging and interacting with the app directly.

Snapchat has allowed brands to provide a layer of authentic and unique content. In this case, a platform to connect with Hispanics.

Using Snapchat will help you reach young Hispanics who have already adopted this technology while giving your business a platform to engage with them. Remember, Snapchat users send their media to all their friends. This means your brand can reach large audiences in exponential numbers. 

It also helps brands put engaging and immersive content right at the fingertips of users wherever they are. Univision took this into account when they penned a deal with Snapchat as they understood their audience wanted to consume content in all forms of media.

In fact, Snapchat found that users are turning to “snaps” to experience major events instead of tuning into television programs like the Super Bowl or the MTV Music Awards. 

According to Snapchat, on any given day they reach 41% of all 18 to 34 year-olds in the United States. So with Snapchat now surpassing Twitter for daily active users, it’s surprising to see very little activity on the business side.

Oh, Snap! That’s How You Do It

Since Snapchat is consumed quickly, your communication needs to be creative, effective and culturally relevant... in ten seconds or less. When you give people what they want and they have the choice to engage, you give them the ability to immerse themselves and fully connect with your brand. So when should you get started? Now. It's the perfect time to start building your brand on Snapchat considering it’s still growing and gives you time to test out the angle you would like to use.

Effectively Using Snapchat Features

Snapchat has a feature called “stories” (not to be confused with Instagram stories) that provides users with the ability to create content that lasts for 24 hours. This capability has allowed users to develop some very creative storytelling. Since these stories have a limited time on Snapchat, it creates a sense of urgency with the user to consume content by checking their feeds often.

Brands have leveraged this space to create urgency for contests and giveaways. When you give followers this type of fleeting content, your brand will reap the benefits of engaged consumers and brand awareness.

Building Your Brand On Snapchat

Get started by asking your followers on other social networks and email lists to follow you on Snapchat. Growing your following on Snapchat organically will take time and a lot of effort but once you have a list, they’ll be ready to listen.

Teaming up with influencers that are in your industry is another great way to build your following. “Snapchat takeover” has been used by many companies to increase their brand exposure.

Post, post, post. The more content you provide to your followers increases the chances that they'll see your brand or product and keep you in mind for the next time they need to make a related purchase.

With over 100 million people on Snapchat today, your brand can't lose out on this opportunity… especially if you’re targeting young Hispanics. So what's the hold up? Start Snappin' today!