Gemma Berry
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If you're looking to engage younger audiences and have a creative approach to marketing, Snapchat advertising could be a highly effective platform.

Snapchat is an excellent platform for engaging younger audiences in exhibitions and events.

That said, it’s still smaller than Facebook and co, Snapchat has over a 160 million active daily users. If some of those users happen to be part of your target audience, it’s still worth considering advertising on this highly visual application.

So what do you need to know?

A playful platform

Snapchat is perfect for sharing live performances at festivals, sharing a play rehearsal or backstage before a performance. Users will interact with your content as pictures and video can be customised with words, doodles and emojis. To do this you must catch people’s attention first.

Highly influential

As well as behind the scenes exclusives, some organisations are using Snapchat in conjunction with influencer marketing, inviting a celebrity or another popular user on Snapchat to ‘take over’ the organisation’s account.

Given Snapchat’s strength with younger audiences you could give this ‘take over’ power to members of your youth group and support them to speak on your behalf peer-to-peer.

This is a smart way to gain access to that user’s following, thus increasing your reach.

marketing menu

Snapchat lends itself nicely to promo codes and advertising previews too. Sponsored ads come in three flavours:

  1. Snap Ads are full-screen videos to captivate an audience – easy to do with a visual subject such as your performance or programme.
  2. Location-based Filters allow you to show your venue or the surrounding city.
  3. Lenses invite customers to play, interact and share.

Return on advertising investment tends to be best when targeting millennials and remember, whether you’re looking for organic or paid-for progress on Snapchat, you’ve got to be creative!

Want to explore organic reach on Snapchat? Take a look at our recent articles highlighting the possibilities of Snapchat Stories.

Main image credit: Snapchat spectacles vending machine at SXSW 2017 by Paolo (CC BY-SA 2.0)