Snapchat was launched in 2011 and has set multiple examples for many mainstream platforms. Snapchat accounts for more young audiences than any other platform on social media. Here’s a guide on how businesses can use Snapchat.

Strategy: A Snapchat strategy involves creating youth-oriented content that focuses on creating user-generated content along with targeted engagement ads and location-based engagement activities. Snapchat delivers high performance campaigns, therefore every execution should be tied with a hard objective and ROI.

Content: The Snapchat business manager presents detailed insights on target audiences and behaviours. Brands are highlighted under the “Discover” section on the application. Whether the audience engages with them or not depends on the creative execution and communications insight. Snapchat provides an amazing opportunity for brands to connect with unique audiences, if planned correctly.

Influencers: Similar to TikTok, Snapchat also offers a “Creator Marketplace” for brands to connect with top influencers in a particular region. A multiplatform influencer campaign, coupled with custom filters, can generate great engagement on Snapchat. Behind-the-scenes and backstage coverage are also strong executions to consider for influencer marketing.

Competition: The platform provides a great opportunity to keep a watch on your competition. The real challenge is being unique, and studying your competition to understand what your brand can do differently. Snapchat is the place to provide a fun impression for your brand; the audience responds well to originality.

(This is the eighth of 10 Digital Digest articles, provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)