It used to be tricky proving the value of engaging customers online, let alone the fact that people were actually interested in talking about brands. Currently, there are useful tools which visualize brand chatter and prove that people are talking about ‘boring’ industries, such as banking and healthcare. Other advanced tools were also developed to aid in calculating ROI, in order to demonstrate that social media done right is good for the bottom line. However, support hasn’t been rolled out for recent social networks, namely Snapchat.
Snapchat itself has yet to offer built-in analytics or cater to brands. Since there are limited metrics available, only a small number of companies have chosen to experiment with the platform. Regardless, the absence from any social network isn’t stopping users from talking about your brand on that very platform.
Increased Word of Mouth
There is no doubt that social media buttons boost word of mouth and drive ecommerce sales. However, there are certain products that consumers would rather not share with their network. Consumers may opt to send a formal email or a text, but the time it takes likely deters many from spreading the word.
Snapchat’s design is optimal for sharing, as the app is quick to load and opens directly to the camera screen. Doodles and text can also be included for additional context. Product images can be sent to a decision maker, the user herself, or even be saved and accessed for later viewing.
Even though Snapchat can be as intimate as a text, especially with Android push notifications, the app has more of a casual feel. Since images disappear after viewing, the pressure is off and users are more inclined to share moments without thinking twice.
Ecommerce businesses benefit from increased word of mouth as one customer browsing their products can easily let others know about a new item or an upcoming sale. Even if the user isn’t sure their friends care about the deal, she knows they can stop viewing the image at any time. Further more, since the emphasis is on sharing rather than conversations, users don’t feel obligated to reply to every snap unless they are interested in more information.
Social media’s nature of one to many increases the value of each positive review, as approximately 46% of online users count on their networks when making a purchase decision. Further more, 70% of consumers trust recommendations from their friends.
Snapchat allows users to fully share their experience through both images and video and influence their peers. Consumers already thinking of buying the item, or those who weren’t aware of it, are more likely to make a purchase once they see their friends buying and enjoying the item.
Users are also able to create a better narrative using Snapchat’s new feature ‘stories’. Stories are composed of individual Snaps, which can be accessed multiple times over 24 hours. Ecommerce companies offering next day delivery might even find that their customer’s whole purchase cycle appears as a story for their friends to view.
Snapchat is already driving sales to your ecommerce business, imagine the increased value if your brand had a presence on the platform.
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