Having now surpassed both Twitter and LinkedIn in number of users, Snapchat continues to grow, even among an older audience, meaning its an excellent way to engage a wide swath of potential event-goers. Here we break down how to build a compelling narrative of Snapchat Stories surrounding your event.
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Guest post by Rachel Grate of Eventbrite
Snapchat has now surpassed both Twitter and LinkedIn in the number of users, and that number is growing faster than any other platform. While Snapchat has a reputation for having a young user base, usage among older consumers is growing fast. In fact, more than half of today’s new users are over the age of 25. So if your attendees aren’t on Snapchat now — they will be very soon. That means if you don’t get on the platform now, you might get left behind later.
This social media platform is all about sharing what’s happening in the moment with short-lived posts. And the real-time sharing makes using Snapchat to promote events a no-brainer. For event brands, the “Stories” function helps create a narrative, with multiple Snaps strung together to tell your audience a larger a story. Unlike Snapchat’s original Chat feature, Stories can be viewed over and over again by anyone for 24 hours (at which point they disappear — unless you save them).
Whether you’re a seasoned Snapper or a gun-shy novice, here’s a simple breakdown of how to create and share Snapchat Stories that build a compelling narrative for your event:
Create a Snapchat Story for your event
One of the things that makes Snapchat so easy to use is that the app automatically opens up to the camera setting. Simply tap the circle icon to take a photo or press and hold to take a short video (up to 10 seconds).
You can apply the same effects to Stories as you can to any Snap: lenses with special effects, emojis, text captions, photo filters, or doodles.
Once you’ve recorded your Snap, press the Story icon at the bottom of the screen. This will add it to the Stories screen, which you can get to by swiping left.
Reach a wider audience with your Snapchat Stories
Googly eyes and puppy ears are cute, but there are more potent ways to add value to your event’s Story. Here are some easy-to-achieve best practices that will help you extend your reach and tell a better story:
- To ensure that anyone can see your story — not just those actively following you — make sure your “Who Can View My Story” option is set to Everyone instead of My Friends. Go to Settings by pressing the app’s ghost icon at the top of the view, then the gear icon.
- Cross-promote your Snapchat account in your other promotional materials — think social media accounts, email campaigns, and physical signage. You can use your Snapcode, the scannable yellow image in your profile, to lead people directly to your account. Consider using that Snapcode as your profile picture on Instagram, for instance, and include it in signage around your event.
- Track your basic performance metrics so you can see what’s working and what’s not. From your list of Stories on the Stories screen (hint: swipe left), tap the circular thumbnail for each Story or the three gray dots. Then tap each individual Snap to see how many views and screenshots it received. Experiment with posting on different days of the week to see when your audience is most active.
Share your Stories beyond Snapchat
The blink-and-it’s-gone nature of Snapchat content is part of the platform’s charm, but sometimes, you’ll want to save your Story so you can share it elsewhere — like on Facebook or Instagram, your website, or via a marketing email. To do this, when you are posting a Story, click ‘Save Your Story.’
Snapchat recently introduced a feature called Memories that allows you to save Snaps and Stories so they don’t disappear after 24 hours. You can stash Stories here, then drag them back out later to re-share the next time you’re promoting a similar event.
Bonus tip: Use custom Geofilters on your Story
Using Snapchat Stories to promote your event is not just about what you share. Your attendees are also driving the Snapchat narrative forward with their own Snaps and Stories.
A great way to support their enthusiasm is to offer a specialized geofilter for your event. This is a small icon or illustration that can only be used within specific geographic boundaries, and only while users are actually there, in the moment. (For specific instructions, read “All You Need to Know to Make a Snapchat Geofilter for Your Event.”)
Once you’ve created an on-demand geofilter for your event, be sure to use that filter in all your on-site Snaps so that your Stories tie back to your event. Promote your geofilter onsite at your event to encourage attendees to use it, too.
For more on this powerful promotional channel, check out the on-demand webinar Insider Tips on How to Use Snapchat for Your Event.