Industry Insights

Snapchat and the Outdoor Industry

As one of Migrate’s millennial word-wizards, I left for the 2016 Digital Summit in Minneapolis with a fiery passion for social media.

Upon my return, I have two words for you:

Snap. Chat.

Okay, it’s just one proper noun—Snapchat.

Get Set, Snap, Sell.

Snapchat isn’t going anywhere. You can hate it, continue to not understand it, misunderstand it or pretend it doesn’t exist, but it’s as integrated into the social media network as Facebook and Twitter.

Personally, I’ve believed that for some time now, but attending Digital Summit really solidified the notion and sent me home with the bravery to give it to you straight.

According to a Nielsen Media Impact report, on any given day, Snapchat reaches 41 percent of all 18 to 34 year-olds in the United States.

Bloomberg reports that Snapchat has more daily, active users than Twitter—150 million.

According to MediaKix, 60 percent of all smartphone users are now on Snapchat.

Tons of additional statistics explain why Snapchat is solid. But, really, all you need to know is that it’s a brilliant content-making machine. And what is the word of the day, every day? Content.

It tells stories (a 10-second story can be more impactful than you realize) and allows for authenticity, creativity and collaboration.

It is simple and clean, and (once you are familiar with the platform) it is nearly effortless from a user’s standpoint.

B2B companies, I’m talking to you, too. Still don’t see how? Check out these Snapchat handles:

  • hubspotinc
  • Ibm
  • wearecisco
  • generalelectric

(If they haven’t posted to their story for the day, don’t freak out, they are still there. Check in tomorrow.)

Snapchat works for most everyone, B2B and B2C alike, but the outdoor industry really shines on this predominantly visual platform.

Check out:

  • soillinc (So iLL Climbing Holds and Gear)
  • columbia1938 (Columbia Sportswear)
  • montana_wild
  • outdoorchannel
  • underarmour
  • and many others (this list was neat)

Digital Summit speaker Carlos Gil, global head of social media for BMC Software, reminded me that there is no instant ROI in social media. It’s true. You have to engage. And Snapchat is the ultimate engagement platform.

If you’re not sure if Snapchat is the right fit, let’s talk.

For now, here’s my Snapchat snapshot:

Spread the good news.

Launch your Snapcode far into your owned media network. This will make it easy for followers to find you.

Take over the world.

Hire key influencers to take over your Snapchat account and authentically sell stuff for you. Or, to simply boost and share your company’s culture.

Bolster your bottom line.

Turn this low-cost content machine into a moneymaker. Carlos Gil suggested launching a flash sale. Drive people to your Snapchat account, provide them with product content and tell them how to get in on the sale (he suggested an exclusive Snapchat code to provide at checkout).

Show the world through your filter.

Designing, mapping and buying your own Snapchat On-Demand Geofilter is easy—and affordable. We’ve worked to design two client geofilters in the month since I attended Digital Summit, with great success.

Example: Do you sell outdoor coolers? Spending a little dough on a fun geofilter might just surprise you as far as impressions are concerned. Target popular lakes and campgrounds. Get an exciting marketing agency to help with the creative and targeting. (Oh, hello there.)

I learned a lot in Minneapolis at Digital Summit—Snapchat, Pokemon GO, live streaming, the most current SEO tactics, empathetic design—A LOT.

It would be impossible to download all of the information to you in one post.

But rest assured, it resides in the collective knowledge of Migrate now, and as a team we’re ready to put the specifics, logistics and statistics of modern day digital tactics to work for you—including social media consultation and plan implementation.

At Migrate, we’re dedicated to marketing that moves you. I encourage you to learn more about our agency services and to reach out with any questions you may have about Snapchat. At least one of us is maybe-slightly-overly-excited to speak with you about it.