Snapchat is the hottest, most popular social media mobile app, capturing the daily attention of millions of 18 to 34 year olds. It’s a social app designed to share raw, embellished photos, videos and messages with others, called “Snaps”, usually designed to be expressive of our lives and live in the moment. Snapchat’s popularity extends to over 100 million users logging in each day, averaging 25 to 30 minutes or more, sharing more than 400 million Snaps, videos, and messages.
What makes this social media platform different from others is that everything is ‘temporary’. A Snapchat picture, or video, is only available for a pre-set time limit, ranging from 1 to 10 seconds, that begins once the user opens it. However with the addition of Snapchat Stories, stored items are now also available for up to 24 hours.
The limited lifespan makes Snapchat a great tool to deliver a call to action that creates excitement among potential customers, as well as a sense of urgency.
So how do we use Snapchat to help sell cars and get customers to your dealership? Here are seven ways you can leverage Snapchat to promote your dealership.
1: Reward Current Customers with Mobile Coupons
Since Snapchat is pervasive among its millennial target market, it allows you to deliver offers and coupons in a matter of seconds. Coupon Snaps will reward your customers and incentivize them to come back for more.
Consider offering 10% to 20% discounts on oil changes; promote a gift card or other offering for a test drive. By Snapchatting a coupon campaign you can begin to build a user list, which can assist in sending future promotional material.
#2: Gain New Followers with a Giveaway
As coupons cultivate customer retention, giveaways connect you with new customers and generate leads. Promoting giveaways help builds a follower base that receives future promotions and coupon codes.
Leverage followers from your other social media platforms, including your website, to add your dealership on Snapchat, and encourage their friends to add you as well. You can also track new users with a hashtag to advertise your brand and products.
#3: Showcase the New Buyer Experience
With Snapchat, you can use the Stories feature to send out of a combination of images and 5-second videos to tell a story. Have fun with your customers, and urge them to send out Snaps, both video and photos, of their new vehicle purchase. Have your customers express their excitement at the time of handing over the keys. At the end of your story, send followers to your website or YouTube channel to see additional “behind-the-scene experiences” or new vehicles that are available for sale. This is a great opportunity to promote your new and used/certified inventory on the spot.
# 4: Preview Your Inventory
Create sneak peeks using Snapchat to build customer loyalty, and buzz around new inventory, year-end closeouts, previews of next year models, or highlight service specials. Your Snaps could include special offers to create a sense of urgency/must act now.
#5: Inform Customers About Holiday Sales and Dealership Events
Snap a holiday greeting or invitation to a special dealership event, whether it’s a customer loyalty mixer, Labor Day BBQ or New Owner event. Snaps can help to promote your brand and inventory to customers before they decide to shop.
Don’t wait for major holidays. Get creative, as every month has ambiguous holidays like Popcorn Lover’s Day or Uncle Sam Day. Mix it up and embrace the opportunities to engage your customers in a fun and interesting manner. Millennials are responsive to thinking outside the norm.
#6: Design Geofilters
Snapchat offers On-Demand Geofilters that make it easy for Snapchatters to promote and share experiences with their friends. For as little as $5 a day, you can create a custom stamp, image and other artwork that can be added to Snaps as they are shared. Think of it as a branded overlay. Creating a Geofilter is easy.
- Submit Your Image – Create a fun and engaging design and submit your image to Snapchat for review and approval. Just log into your account, upload the pictures and make sure the design meets Snapchat’s technical and creative guidelines.
- Pick Your Dates – Choose the date or dates you want the geofilter to be available. Your daily price will depend on length of time and location selection.
- Select Your Location – Create a geofence around your dealership or area that you want to target and make your geofilter available.
- Pay and Play – Just like most online digital marketing, you’ll need to fund your Snapchat account to cover the daily ad rate. Within 24 hours of submitting your artwork Snapchat will notify you that you’re approved, so your target marketing can begin.
- Goes Live – Once your geofilter goes live, you’ll receive an email notifying you when the campaign is up and running and has expired.
#7: Create Snapchat performance metrics
As with any marketing initiative, you will want to measure your results that are yielding conversions. Here are three essential metrics to you get started:
- Total unique views – This metric shows how many people opened the first frame of your Snapchat story for at least one second.
- Total story completions – A Snapchat Story can be up to a hundred Snaps long. Measure the total number of Story completions, determine the number of people who have viewed the Story up to the last Snap.
- Screenshots – Snapchat does not have ‘Likes’, ‘Share’ or ‘Comment’ buttons, but users who took screenshots of your Snaps can be measured. Record the number of snapshots your followers take to determine the results.
Measuring Snapchat analytics has reporting limitations. However, through performance metrics, you can become more familiar with your audience–and adjust to their interest as required.
Snapchat is, indeed, the social media platform for millennials. The adoption of Snap videos grew over 300% in 2015, so the question then becomes: why wouldn’t you consider it part of your marketing efforts? Snapping is not hard, nor is it time consuming. That’s part of the appeal. Snaps are ‘in the moment’, they enable individuals to express their lives to the people they care to share them with– and, perhaps most significantly, they create a buzz.