Snapchat’s Collaborative Nature Drives Word of Mouth
By nature of the platform Snapchat is a very authentic and real communication experience. Marketing on Snapchat allows brands to speak face to face with their fans and build loyal communities faster. When consumers engage directly with your brand, you build deeper relationships with them. These relationships build loyalty, and that leads to more engagements and sales. For example beauty brand Glossier launched a new lip balm line exclusively to their Snapchat audience and generated over 1,000 orders within an hour of announcing it.
Glossier has turned their social followers into loyal fans through regularly engaging with them. From brainstorming new products on Instagram to receiving exclusive content on Snapchat, the customer wants to be part of the process. Simply by listening and responding Glossier has been able to add value to their audience and keep their attention.
Why is this important?
Glossier, and other brands, prove that taking a thoughtful approach to content and building an audience on Snapchat is a smart move. It is an effective and inexpensive way to create “real life” experiences with consumers leading to higher customer loyalty. Excitement from brand fans around this type of campaign can be viral, as they communicate their experiences with their friends and family. “Surveys continue to find a decline in consumers’ trust of advertising. Conversely, research finds that consumers regard their peers as the most trusted source of product information. Nielsen’s Global Consumer Trust Survey, for example, showed that 92% of consumers trust word-of-mouth and recommendations from friends and family above all other forms of advertising.” (CrowdTap)
Technology will continue to make communication processes better and more efficient. Communicating to consumers is the core concept of marketing. Snapchat currently offers the most effective platform for marketers to communicate directly to consumers by using word of mouth campaigns to create brand affinity.