Remember when your parents first discovered Facebook…?
Yep, well the same thing is about to happen with Snapchat, if the latest statistics are anything to go by, and I for one am suddenly somewhat thankful that my mum still struggles with answering her iPhone and sending texts (she just discovered emojis last week…?)
According to a recent study released by Comscore, 14% of Snapchat users in the US are now over the age of 35 – up from just 2% three years ago. The company has indeed confirmed this increased uptake of older demographics by confirming to Tech Insider last week that 17% of its users in the US are over 35.
Snapchat grows in popularity amongst all age groups
Ok ok, so let’s not just leave out half the stats here just to make jokes about how hilarious it would be if your mum started sending you dog-filtered Snapchats on the daily. The fastest growth in Snapchat users over past three years still occurred in the 18-24 age bracket: 69% of them are now using Snapchat, as well as 38% of all 25-34 year olds. The instant photo messaging app now has 150 million daily users globally, 80% of which are between the ages of 13 and 34.
What does this mean for marketers?
We’ve seen a few great examples already of companies and brands using Snapchat as a marketing tool, including Commonwealth Bank, Domino’s Australia (an early adopter of the platform, getting on board as early as 2013), as well as a bunch of Australian fashion brands, including Sportsgirl, Myer, and Senso Shoes (a great list here provided by Who What Wear). But previously, where brands were purely jumping on the Snapchat bandwagon to try and appeal to its younger customers, brands with a traditionally older client base may now be seeing increasing reasons to get Snapping as well.
Brands can and should be using Snapchat to:
- Diversify the range of social platforms you’re on (sow your seeds far and wide!)
- Send special deals, announcements and discount codes to your Snapchat followers only
- In the case of fashion brands and retailers, show behind-the-scenes footage of photo shoots, warehouse tours, and new store openings (for bricks and mortar stores)
- How-to tutorials (particularly in the hair and beauty industry!)
One thing’s certain, we’ll be keeping an eye on this growing trend and starting to explore further into the world of Snapchat and its potential for marketing. In the meantime, here are some more great tips for getting started on Snapchat for small businesses, provided by Cisco Social Media strategist, Tina Shakour, via Huffington Post Australia:
- Flash sales
Push out a pic or vid about your latest sale and offer a special promotion or discount to Snapchat followers to make them feel special. - Events
Get buzz around your event by creating an On-Demand Geo-Filter so everyone can be involved in the event online as well and share it with their networks. - Behind the scenes
You can afford to share more intimate details of your business life on Snapchat as images and vids don’t have as long a shelf life as other platforms. Post vids of puppies if you are a dog walker or baking treats if you are a chef. It gives a warm and fuzzy feeling of authenticity. - Ask for feedback
Engage your followers by showing them something you are doing and asking them “What am I making/doing/thinking today?” to encourage them to swipe and chat. - Product demonstrations
Give your Snapchat followers a private tour of your business and products and explain the reasons why you invented/made/sourced them. - Collaborate with other businesses
Featuring nearby operators — and asking them to feature you too — is a great way to reach a new, yet local, audience. Just like two YouTube stars who appear in each other’s videos.