In late 2017, Snapchat broke from the standard social media model of intermingling posts from your friends with posts from brands and publications you follow. According to Snapchat, the redesign “separates the social from the media,” so you can access these two different types of content on two entirely separate screens. Here’s a quick recap of the Snapchat update:
This approach creates a new type of social media ecosystem on a network that was already unique for its highly ephemeral nature, featuring posts that disappear once viewed.
Whether you already have a Snapchat strategy in place, or you’re just starting to think about how to use Snapchat, it’s important to consider the app’s unusual new model when planning ways to connect with Snapchat’s 178 million daily active users, who open the app an average of more than 25 times per day.
Think Snapchat’s just for teenagers and millennials? According to eMarketer, there are “more adults on Snapchat than some might think.” In fact, eMarketer estimates that U.S. adult Snapchat users will spend slightly more time on the app in 2017 than they do on Instagram.
Here’s how you can use this unique social tool to reach Snapchat’s key demographics and support your business goals.
Table of contents
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Snapchat features and terminology
Each social network seems to have its own language. Let’s take a look at the key Snapchat terminology you need to know to understand how to use Snapchat for business.
Snap: A Snap is a picture or video you send through the app to one or more of your friends. A video snap can be a maximum of 10 seconds long. Snaps are deleted once they’ve been viewed by all recipients, unless you add them to your Story, in which case they disappear after 24 hours. Unopened Snaps are deleted after 30 days.
Stories: The Stories section of Snapchat showcases photos and videos that you’d like to share with all your Snapchat friends.
Custom Stories: Custom Stories allow groups to create Stories together. You can choose to create a Group Story, which allows specific people to contribute Snaps, or a Geofenced Story, which allows your friends—and friends of friends—to contribute Snaps to a story as long as they are at a specific place.
Snapstreak: If you and a friend Snap each other within 24 hours for three consecutive days, you’re on a Snapstreak. You’ll see a flame emoji next to your friend’s name, with a number indicating how many days you’ve kept the streak going for. Note that chats do not count toward Snapstreaks.
Filter: A Snapchat filter is a fun way to jazz up your Snaps by adding an overlay or other special effects. Filters can change based on special events or holidays, location, or time of day.
Snapchat lens: Snapchat lenses allow you to add animated special effects to your photos or videos. Unlike filters, you use lenses while you are taking a Snap.
Geofilter: These are filters unique to your current location. To enable Geofilters, you have to turn on your location in Snapchat. You can also create your own custom Geofilter for as little as $5.99—great for building brand awareness or showcasing an event.
Make your own Geofilter right in the Snapchat app! Perfect for commemorating a summer BBQ
