Social media consists of platforms such as Facebook, Twitter, YouTube, Instagram, Snapchat and LinkedIn. Each platform is distinctly different, but they are all designed to reach online users. Facebook is by far the largest social media site with 2 billion users. Most companies have a Facebook, a Twitter, and a LinkedIn. However, companies may overlook some of the other platforms, thinking them to be fads. At the risk of appealing to your inner FOMO, you might be missing the train.

A Surprising Underdog

Some marketers have remained skeptical that Snapchat can be a serious marketing tool, but don’t be so quick to write it off. As Elevate correctly points out, Snapchat didn’t fade away and disappear, as many marketers anticipated. In fact, the opposite happened. More and more people started using it, and now it’s getting so big that it could soon be battling Instagram Twitter and Facebook to be the most popular social network.

Businesses such as Nike and Coca-Cola have used Snapchat for marketing campaigns. There are currently 158 million users. And best of all, advertising on Snapchat is still free. Facebook is now charging businesses for ads to appear in users’ News Feeds. To effectively use Snapchat, you need to understand Snapchat Stories, Snap Ads, Sponsored Geofilters, and Sponsored Lenses. A “Story” is a photo or video sent to “My Story.” That content is available to your friends or everyone, depending on settings in your profile. Posting to “Our Story” will make the content available to everyone.

It is predicted that over 80 percent of the online content will be video. It is important to make small videos of things happening at your business to post on social media. Users love video content! Your cell phone will become a valuable marketing tool. Take photos and upload instantly to Snapchat. Snap Ads are 10-second, vertical, full-screen ads that are video, motion graphic, live, cinema-graph, or gif style. The ads usually contain a link and a call to action for a specific campaign and your company logo.

Maximizing Local Reach

Sponsored Geofilters are snaps sent from specific locations. If your business has locations in multiple cities, set your geofilters for each location. You can also design custom geofilters by choosing “On-Demand Geofilters” for around six dollars. For businesses with a local reach, this strategy is vital for maximizing the ROI of a social marketing campaign.


Picking the Right Fit

The good news is you do not have to decide which social media platform to utilize for your business. You should be using as many of them as necessary to connect with your audience. While Facebook is the largest, if your audience is mostly millennial, you will want to be utilizing Twitter and Snapchat for sure. It’s challenging to keep up with the shifting trends of social media use. It’s even harder to cut through the noise and reach an audience with a constantly decreasing attention span. But with the right partner in your corner, it’s possible.