Every popular social platform struggles with how best to leverage its technology to drive revenue and brand recognition. The newly public Snap is no different and is working to help brands better target the ephemeral messaging app’s demographic. Oh Snap! is a book written by Kate Talbot that promises to cut through the fog of confusion surrounding Snapchat and offer brands guidance.
“I personally wrote this book because I was one of the first writers on Snapchat for Business from a marketing perspective,” she told VentureBeat. Using the feedback she gained from her first article in 2015, Talbot discerned that there was a need for an educational book for businesses.
If you’re imagining yet another lengthy tomb from someone bloviating about Snapchat, you’ll be surprised to learn that Oh Snap! is only 76 pages and is packed with case studies from NPR, Airbnb, Vox Media, Virgin America, Stanford University, and ShopStyle.
“The book is written [to be] as digestible as possible,” Talbot explained. “There are lots of infographics, quick answers, photos, illustrations, etc.. I would say that this is a 101 college-level course [on Snapchat]…it’s intended for tips and learnings.”
The fact that this book is succinct fits well with Snapchat itself, acknowledging the fact that people have increasingly short attention spans. It’s also geared toward two specific audiences: recent college graduates who are transitioning into social media or digital marketing roles and people who may not understand Snapchat’s appeal.
As with most new technology, brands and agencies may be wondering whether the buzzed-about platform is a fad or an opportunity worth pursuing. And if they do jump on the bandwagon, how can they make an immediate impact instead of coming across like a newbie?
“The main message [I want people to get] is that Snapchat is not just an app used by millennials to sext, but a marketing channel that can enhance brand messaging and storytelling. The platform’s authenticity lends itself to a spontaneous, direct communication to individuals and your target audience. Many brands are using the platform as a way to showcase behind-the-scenes content and product launches, drive users to booths at trade shows, promote events, highlight influencers, and have real business purpose,” Talbot said.
A key takeaway is that “authentic storytelling is the next wave of content creation that enhances community involvement.”
One of the more straightforward ways for brands to engage users on Snapchat is through ads and geo-filters. For brands looking for more creative ways to stand out, Oh Snap! provides a starting point and some ideas for how to structure a campaign. Talbot shared that some brands have difficulty establishing a strong narrative. “If you don’t have a story idea down before you execute, it can be un-engaging. Remember, you have an audience that wants to interact with your content. Just don’t take a selfie of yourself talking to the camera — be engaging and showcase what you normally wouldn’t on other social platforms,” she advised.
Make no mistake, this is 101-level course material, so if you’re already doing something on Snapchat, it might not be for you. But it’s a good book for those looking to get started and wondering how to establish a presence on the popular messaging app.