It’s a writing on the wall that mobile revolution is here and it’s definitely staying. As an online lifestyle and fashion ecommerce brand, your primary focus should be mobile. Going where your customers are is never a bad strategy. Brands who quickly adapt to the shifts in culture reap the benefits.
Snapchat ranks sixth on fortune magazine’s unicorn list. It has overtaken instagram and has the same amount of attention as facebook. Most important is the demographic of 18-24 year old snapchat it caters to. Overtaking instagram with 58% of users reach. Snapchat is in the same spot where facebook was in the initial years, where instagram was. Most importantly it is the only social media touchpoint that’s competing with Facebook.
Preface to Snapchat:
Snapchat is mainly a video messaging app.
There are mainly three things Chat, Snaps and Stories.
Chat is usual affair like any messaging app. You send it directly to a user and get notifications if they are viewed.
Snaps are 10 second (or user defined) videos that you send directly to your friends, they can be made more creative with adding filters, and drawing on them. They disappear once you open them.
Stories are collection of snaps to tell a story, it’s similar to vine but these stories. These are Public to all your followers. They only last for 24 hours, This makes it perfect for brands to market themselves selectively. This is “The” differentiating factor of Snapchat which makes it ideal for lifestyle and fashion brands.
Snapchat has no discovery feature based on popularity like other social media platforms. They only have one paid option (starts at $50K) Discover Publisher.
How are lifestyle and fashion ecommerce brands are using snapchat?
Well almost everyone is on the platform. Lifestyle and fashion brands have the advantage on snapchat as the platform is mainly a messaging platform that is time bound and it’s ideal for creating curated campaigns specially targeting Snapchat customers. Having mainly video as native content it is even more personal than facebook.
Burberry uses it to give it’s audience direct access to it’s fashion shoots, ad. campaign behind the scenes and front rows at fashion shows.
Gucci has emerged as a major player in social media arena, has mastered using this touchpoint. They invited Hari Nef, Jared Leto as guests to take charge of their account.
Luis Vuitton made the best use of the exclusivity snapchat offers, a peek inside their luis vuitton’s house with all their celebrity endorsements.
H&M released their most interesting campaign in poland where they shared the secret location in their store where the tickets to a music event were hidden.
Calvin Klein called in Justin Bieber, Kendall Jenner, korean pop star Taeyang, Dev Hynes and models Edie Campbell and Lucky Blue to create more than 200 pieces of content.
Valentino has had the famous bloggers Brayanboy and Elenora Carisi taking over their snapchat accounts resulting in huge following of their account.
How your startup lifestyle and fashion ecommerce brand should use it?
There’s no point investing heavily on paid discover feature of the app. Your startup brand needs to follow a more creative approach. Following are the few ways you can strategize your marketing campaigns.
It’s always good strategy to focus on the unique attribute of the touchpoint.
So, What’s unique feature on Snapchat?
Apart of the creative tools of the app. The single most unique feature is their time bound story feature. It creates an urgency in customers to not to miss out on the content. Creating content around this unique feature is the most viable investment.
Snapchat is in the “Present” sphere of social media.
Create contests exclusive to Snapchat:
As a lifestyle and fashion brand you need to maximize the attention timeframe of your audience and customers getting something valuable out of the process is a win win situation.
For instance: Nasty gal used it in new york fashion show, where it asked people to come to a certain spot and gave away $100 gift vouchers. Not only that they hired their social media intern through snapchat.
Create exclusive discounts to Snapchat:
Snapchat is unique in the limited timeframe of the content. This makes it ideal tool to heighten the excitement of missing out by adding a discount. For lifestyle and fashion brands a great giveaway or discount is always good marketing ask Oprah Winfery about it.
Add personal touch with draw feature:
Their draw feature is similar to viber app. It can be best used to create a personal touch in your communication.
Create custom on-demand filters:
Snapchat lets it’s users create an on demand filter, with defined geography, which they’ll approve in one business day and it costs the $5. Your startup lifestyle and fashion brand can use this feature to create interesting campaigns and contests.
Create exclusive access to product launches:
Nars a cosmetic company recently used Snapchat exclusively to preview their launch of Guy Bourdin color cosmetics collection.
Allow snapchat takeover:
You can pool in influencers to take over your snapchat account for a limited time to increase brand’s reach.
Your brand must have a unique voice and maintaining it throughout the social media touchpoints. It is a tough task in itself but as a lifestyle and fashion ecommerce brand you need to be creative in this domain to keep consistency and have a distinct brand voice.
Behind the scenes access:
Your lifestyle and fashion brand has all this activity throughout the day you can think how to most creatively and strategically use Snapchat to showcase behind the scene access to design meetings, fashion shoots, model castings and campaigns. You need to be sure to align your social media image to your brand image.
What were contests in initial facebook era have transformed into Snapchat contests, questionnaires and more. Their main aim is to instill engagement, what was initiating a communication in comments on facebook is now a Snapback in Snapchat.
Thank you for reading!