By Jeremy Noble

Brands are getting creative with their uses of the social app, Snapchat. Most people think about sending clever photos when they think Snapchat, but companies are hopping on the Snapchat bandwagon for a different reason.

The app allows users to take photos and record videos, then add text and drawings to their “snapsterpiece” before sending it off to their friends. The lucky recipients of the photographs and videos are seen for 10 seconds before they disappear. Many people are wondering how a 10 second picture can be used as promotional marketing, but with shorter attention spans this ghost app can be beneficial for marketers.

This multi-million dollar app provides a new outlet for promotional marketing. So far we’ve seen companies use Snapchat marketing in a variety of ways, but there is a lot more in store for this emerging trend.

Snapchat creates a buzz among marketers.

An article written by Eric Sornoso, advertising manager at Pilgrim Marketing, lists four ways Taco Bell and Macy’s are using Snapchat to expand their promotional marketing. Sornoso shares these tips on how major companies can create excitement in promoting their business.

1. Reward current customers with mobile coupons
   Discounts can then be provided via Snapchat to those customers who make frequent purchases. Macy’s “Snapchatted” their customers a coupon that offered up to 50% off on clothing.

2. Gain new followers with giveaways
   Contests allow brands to reach out to specific customers and receive feedback quickly. Taco Bell gave away free Beefy Crunch Burritos to select customers that replied to their Snapchat.

3. Preview a new product
   Information about new products or sneak peeks can be sent exclusively to loyal customers to create buzz and excitement. For instance, Taco Bell “Snapchatted” fans a picture announcing their Beefy Crunch Burrito. This was a great way to build deeper connection with fans by offering them exclusive content in a new and unusual way.

4. Take People behind the Scenes
   Brands might consider sending out combinations of images and 5-second videos to help with brand recognition. The New Orleans Saints use this feature to regularly send out pictures and videos to their fans that includes behind-the-scenes footage of the game.

Adding Snapchat to the social media mix

Whereas businesses have become accustomed to using Facebook and Twitter as promotional platforms, Snapchat is starting to find its home. Businesses have to know the best ways to be able to reach their consumers and with the use of Snapchat they will be able to reach new mobile consumers for their marketing practices.

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