The Key to Engaging Consumers on Snapchat? Knowing your Audience

The Key to Engaging Consumers on Snapchat? Knowing your Audience

Author: Mark Simon / Source: Business 2 Community Snap, the company which owns Snapchat, recently went public – sparking curiosity about

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Snap, the company which owns Snapchat, recently went public – sparking curiosity about new features that might be integrated into the social media network. It also generated increased interest in how marketers can leverage the social network to communicate with customers, and prospects. In March Toluna surveyed more than 1,000 Snapchat users in the U.S. to find out how different population segments are using Snapchat and how they interact with brands on the social network.

The number one rule of navigating a new marketing platform is that marketers must familiarize themselves with their target audiences, and understand how they engage with the platform. Of course, many brands have broad target audiences, while others are much more niche. Understanding the relationship between each audience segment and a marketing platform like Snapchat is essential to developing a meaningful strategy.

Men and Women Engage Differently: Men Like to ‘Like’ Branded Content

The survey uncovered that men and women interact differently with branded content, or advertising. For instance, men are far more likely to view branded content and say that they ‘like’ that content. In the U.S., 50 percent of men surveyed had used Snapchat Discover, a feature which allows users to view branded content, compared to 40 percent of women. What’s more? Men also select Snapchat Discover as their favorite feature (22 percent of men vs. 11 percent of women), so they’re very open to engaging with branded content using Snapchat.

Men and women also reported different preferences for the types of brands they interact with using Snapchat. Sixty-one percent of men engage with branded technology content (compared to 35 percent of women). Women said they are slightly more likely to engage with entertainment brands, events, and food and beverage brands.

The data indicates that brands looking to reach men might consider using Snapchat Discover, while those seeking to engage women should consider a geo-filter at a sponsored event like the Times Square ball drop on New Year’s Eve, or the Olympics. This kind of research is essential to determining whether a marketing strategy will actually draw consumers to your brand, or if a seemingly brilliant idea may miss the mark.

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