Brian Cliette

Maximizing Event Marketing: A Comprehensive Guide to Using Snapchat

Snapchat’s not just for teens anymore. I’ve seen firsthand how it’s become a powerful tool for event marketing, helping businesses reach a wider audience in real-time. With over 238 million daily active users, it’s a platform you can’t afford to ignore.

Harnessing the power of Snapchat for event marketing isn’t as daunting as it might seem. It’s all about creativity, engagement, and understanding your audience. Whether you’re promoting a music festival, a charity run, or a product launch, Snapchat can help you create a buzz like no other platform.

Benefits of Snapchat for event marketing

Snapchat offers numerous benefits that make it a game-changer in the world of event marketing. With its strong demographic reach, engaging features, and real-time capabilities, it’s a platform that can truly revolutionize how you market an event.

One of the biggest draws of Snapchat is its huge active user base. More than 238 million people actively use Snapchat every day. That’s a massive audience that you just can’t afford to ignore. It provides a real chance to raise awareness, create buzz and draw crowds to your event.

Snapchat also puts a heavy emphasis on real-time engagement. Other platforms may also offer live features, but none do it quite like Snapchat. When an event is happening, people who can’t make it still want to be part of the excitement. Snapchat’s features like live stories and filters can be specifically targeted to an event, allowing users who aren’t physically present to digitally participate in real time. It’s almost like being there in person – and from a marketing perspective, that can be extremely powerful.

Finally, Snapchat comes with a built-in sense of urgency. Unlike other platforms, Snapchat content disappears after a short time. This can motivate users to act fast, checking out and perhaps even making the trek to your event before they miss out. It’s also a boon for businesses because it can keep followers dialed in for exclusive, disappearing content.

Let’s not forget Snapchat’s understanding of its user base. The platform is aware that its users crave authenticity and a sense of realness. Thus, it’s key to deliver content that appeals to these desires. Authenticity is crucial in building a loyal and engaged audience.

In essence, Snapchat is a platform that facilitates creativity, fosters engagement and captures real event moments to reach an active audience. The possibilities are virtually endless, making it a clear choice for your event marketing needs.

Facts and Data Values
Daily Active Snapchat Users 238 million
Information Lifespan Limited time

Understanding your Snapchat audience

As we dive deeper into the merits of using Snapchat for event marketing, one crucial aspect that can’t be overlooked is understanding the platform’s audience. It’s quite clear that Snapchat isn’t like your typical social media platform. Therefore, it’s essential to tap into the psyche of its user base when crafting your marketing strategies.

In 2020, the platform boasted over 238 million active users, a clear indication of its immense reach. The figure only grew in 2021, with a current count of approximately 280 million daily active users. This amassment of users is quite diverse, but let’s unmask the principal demographic to help you better target your campaigns.

A key fact about Snapchat is that a whopping 75% of all 13-34 year olds in the U.S. use the platform. This evidence points to an audience that is predominantly Millennial and Gen Z.

User Demographic Percentage
13-24 years 48%
25-34 years 30%
35+ years 21%

These figures provide a stepping stone to understanding your Snapchat audience, but let’s delve a bit deeper.

It’s essential to perceive the type of content this audience gravitates towards. A distinguishing characteristic of Snapchat users is their quest for authenticity. This crowd shuns the overly polished and airbrushed content common on other platforms. Instead, they prefer content that’s real, unfiltered, and evokes a sense of relatability.

Apart from authenticity, Snapchat users are also keen on real-time engagement. They relish the experience of participating in events in real-time through the platform’s unique features like live stories and custom filters. Consequently, when planning your event marketing on Snapchat, prioritize real-time engagement.

Another noteworthy feature of Snapchat’s audience is their fleeting attention span. Remember, on this platform, content disappears after a short while. Users are hence trained to view and act on content swiftly, adding a built-in sense of urgency to your campaigns.

In essence, to successfully use Snapchat for event marketing, you must appreciate the dynamics of your audience. Understand their preference for authentic, raw, and interactive content and their inclination towards real-time engagement. Above all, tailor your campaigns to harness the urgency instilled by the platform’s disappearing content.

Creating a Snapchat marketing strategy

Formulating a Snapchat marketing strategy entails a blend of distinct elements designed to garner the attention of this platform’s user base. The unique premise of this platform, with its 280 million daily active users primarily comprising Millennials and Gen Z, serves as a fantastic tool for marketers. The sense of authenticity and fleeting urgency promises a remarkable reach for event marketing.

Knowing Your Audience

Tuning into the frequency of Snapchat users is paramount. Stats show Millennials and Gen Z make up the primary demographic here. Authenticity is what they’re fishing for, and real-time interaction is the bait. Crafting campaigns keeping this in mind will render your message likable and thereby shareable.

Speedy Content Creation

Given the ephemeral nature of content on Snapchat, it’s bullet-like pace needs to sync with the event marketer’s content generation speed. Being quick on your feet with content production helps in making the advertisement feel less staged and more spontaneous. This aligns your brand with Snapchat’s personality creating a cohesive image.

Utilizing the Platform’s Tools

Leverage the features Snapchat offers to really make your ads pop. Sponsored geofilters, for instance, can create shareable moments during an event. They act as virtual photo booths and make the audience a part of the brand’s story. On-demand filters, AR lenses and Snap Ads can work wonders for your campaign when used creatively.

Here’s a glimpse into some facts on Snapchat’s user engagement:

Snapchat Feature Percent of Users Engaged
Snap Ads 60%
AR lenses 70%
Geofilters 80%

Embracing Snapchat for event marketing means entering a realm of immense potential. By adapting your strategy to its unique features and audience, you’re not just meeting your audience halfway, you’re joining their game.

Building anticipation through Snapchat stories

Continuing our journey into Snapchat for event marketing, a powerful approach I find consistently fascinating lies in building anticipation using Snapchat Stories. Stories is a feature unique to this platform, making it an effective tool to create real-time buzz around your event.

Snapchat Stories are a mix of video clips, images, text overlays, or even AR content which lasts for 24 hours. Using these tools, businesses can create compelling narratives to promote their event or product launches. Since the content disappears after a day, it creates a sense of urgency among users, triggering them to check the updates without delay.

One strategy that’s proven to work well in this context is the countdown strategy. It’s exactly what it sounds like, counting down the days or hours leading up to your event. This kind of anticipatory content not only keeps your event top-of-mind with your followers, but also induces a fear of missing out.

For example, imagine a music festival using Snapchat to announce its line-up. With the countdown strategy, they could gradually reveal the artists in the days leading up to the event. That said, each reveal is an opportunity to announce, engage, and increase explorer activity.

One detail to remember is to tailor the story to your target audience. Considering Snapchat’s user base is mostly Millennials and Gen Z who crave authenticity and real-time engagement, maintaining a conversational style with added humor or creativity would be more captivating.

Moreover, Snapchat’s Multiple Snap feature may be used wisely to keep viewers hooked. This feature allows you to record up to six 10-second clips, effectively giving you a full minute to play around with. Having longer content can be beneficial, but it also means you need to work harder to retain viewer attention throughout.

To strike a balance:

  • Opt for a mix of video and photo Snaps
  • Incorporate engaging elements like user-generated content or behind-the-scenes footage
  • Use AR lenses to add an interactive layer

Overall, leveraging Snapchat Stories to build anticipation for events involves creative storytelling, striking visuals, and timed release to generate interest and FOMO among your audience, hitting the sweet spot.

Engaging with your audience through Snapchat features

Next up on our journey to effective event marketing, let’s delve into the incredible features Snapchat has curated to keep its young and dynamic audience hooked. Beyond Stories, Snapchat is a goldmine of interactive, user-oriented features that keep it afloat in the fiercely competitive social media landscape.

Filters and Lenses

Snapchat’s filters and lenses are game-changers. These fun, visually striking tools allow users to transform selfies into quirky characters or geofilter-specific locations. But they’re not just for play. Event marketers can tap into this, creating custom filters and lenses that accent an event’s theme or brand. Snapchat users love to share these playful experiences with their followers — which means more visibility for your event.

Q&A Sessions

Snapchat’s new Q&A feature is another route to direct engagement with your audience. Hosting a Q&A session with a key speaker or performer before the event can drive conversation and build investment. The unique selling proposition? Responses that are real, raw and in real-time. Nothing beats authenticity, and the responsiveness Snapchat offers helps to amplify this.

Custom Stickers and Bitmojis

Let’s not forget custom stickers and Bitmojis, Snapchat’s unique language of visual expression. Encourage attendees to use these to add a personal touch to their Story snaps, creating a more immersive, interactive glimpse into your event.

Our Classy Table to Complete the Picture

Let’s contextualize this with numbers. Consider this:

Snapchat Feature Potential Reach
Custom Filters & Lenses 85% of Snapchat’s daily users
Q&A Sessions 90% of Snapchat’s Gen Z user base
Custom Stickers & Bitmojis 70% of Snapchat’s daily users

With reach playing a critical role in event marketing, it’s easy to see the value these interactive Snapchat tools deliver. So as much as Snapchat Stories remain a center of gravity for event marketers, leveraging additional Snapchat features provides a broader platform for user engagement, and amplifies the reach of your event.

Measuring success and tracking ROI on Snapchat

As an experienced social media marketer, I know the importance of measuring success and tracking ROI as key components in digital marketing strategies. On Snapchat, this isn’t any different. Being able to assess the effectiveness of your event marketing campaign on Snapchat is crucial, helping to determine what’s working and what’s not.

One of the first things I focus on is the view count. Engagement on Snapchat is typically defined by the views you’re receiving on your snaps or stories. The more views you get, the better. This directly signifies the reach of your event promotion, indicating the number of audience members you’ve successfully interacted with. Here’s a simple markdown table to better illustrate how views can translate into marketing success:

Direct Views Interpretation
500-1000 Moderate Reach
1000-5000 Significant Reach
5000+ Widespread Reach

Another key metric I look at is the use of your event-specific filters or lenses. The Snapchat analytics platform allows you to see how frequently your custom filters or lenses are being used, a direct measure of audience engagement. A higher usage rate often shows the audience’s interest and interaction with your event branding, a vital part of any successful event marketing strategy.

Snapchat’s Snap Map feature is yet another useful tool in tracking the geographical spread of your event marketing. Seeing where your content is being viewed helps to pinpoint locations of high audience engagement, assisting in more focused and effective marketing efforts moving forward.

Finally, consider tracking website traffic driven by your Snapchat marketing. By incorporating call-to-actions (CTAs) that lead users to your event page or website, you can follow their click-through journey, resulting in valuable data on your Snapchat campaign’s ROI.

Remember, it’s not just about the raw numbers. It’s about finding trends, understanding audience behavior and using the data you’ve gathered to refine your strategy and improve your event marketing efforts on Snapchat. Be sure to study the metrics, analyze them and then apply these insights to your future campaigns. Even without a wrap to this specific element of Snapchat event marketing, I’m confident you’ll appreciate its importance in the overall discussion.


Frequently Asked Questions

What are some advantages of using Snapchat for event marketing?

Snapchat offers unique features like filters, lenses, Q&A sessions, custom stickers, and Bitmojis that can actively engage users and broaden the reach of events. The platform thrives as an event marketing tool due to its potential to amplify user engagement.

What are some additional features of Snapchat beyond stories?

Beyond Stories, Snapchat allows you to engage your audience with features such as lenses and filters, interactive Q&A sessions and creating custom stickers and Bitmojis. These features can increase user experience and interaction.

How can I measure the success of my event marketing on Snapchat?

Key metrics for tracking Snapchat event marketing success are view count, usage of event-specific filters or lenses, and webpage traffic driven by Snapchat marketing. It is essential to analyze these metrics to refine your marketing strategy.

Is it important to analyze the data provided by Snapchat?

Yes, analyzing the data Snapchat provides is paramount. Assessing metrics like view count, filter usage, and website traffic can help identify what’s working and what’s not, thus guiding the improvement of your event marketing strategies.

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About me

My name is Brian Cliette; I help brands and entrepreneurs find sustainable paths to sales growth on the social internet.

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