There ... and then gone.
That's the idea behind Snapchat, the image messaging and multimedia mobile app. The app's logo is a ghost—appropriately so, because the content (aka: the snap) disappears once it's viewed. Bronwyn White, strategist and co-founder of MyTravelResearch.com, notes there's no true engagement on Snapchat compared to other social media platforms, as there's no continuous stream of content on display, such as liking or commenting.
Yet Snapchat's presence is becoming bolder, and it's a presence the marketing sphere shouldn't ignore.
Snapchat's latest feature, Snap Map, allows users to view local stories from anywhere in the world. Snapchat released the update, declaring: "We've built a whole new way to explore the world!"
"This map isn't about where am I? It's about where are my friends and what are they up to? It's about not figuring out how to get to your destination, but about discovering where you want to go," Snap product designer Jack Brody told Refinery29.
If you want travelers to discover you, then you can no longer deny the importance of Snapchat in your marketing efforts. Snapchat is a highly visual method of communication, and its "stories" function and geofilters make it a great way to capture an experience.
While there are currently no advertising opportunities available with Snap Map (snapchat, in general, is also a bit costly to advertise compared to other social media platforms), the app offers additional opportunities to help market your destination, product or event.
The Drum notes that Snapchat is a rare form of marketing in which fans can be incredibly intimate with their favorite stars—and that's an experience you can leverage.
Work with someone whose follower base is similar to yours, or a follower base you want to target, and share snaps that coincide with your business or destination brand's image. It's similar to visiting journalists—you may need to host the influencer.
Stage a Snapchat Takeover
Have an influencer take over your account for a period of time and document his or her experience in your destination, with your product, or at your event.
Create a Geofilter
Geofilters are creative overlays for photos. You can create them for destinations, hotels, events ... anything, really. Even if you're not actively using Snapchat, travelers will be. Snapchat is insanely popular with Gen Z and Gen Y, but it's growing quickly with people over age 35.
Whether you believe in Snapchat's ghostly features or not, it might be time to start snapping. It's a great way to cover your brand.
Written by Cassie Westrate, staff writer for Groups Today.