Advertising on Snapchat is blowing up for big brands that can afford to ‘pay to play’ for Sponsored Stories and Discover channels. However, that price barrier is not stopping smaller brands and organizations from throwing their hat in the ring. Brands everywhere (big and especially small) are starting to leverage Snapchat Stories to drive new business. This is a story about how 1 woman reached 600 women in 6 minutes of content.
Sarena Bahad, an influential player in the Women in Tech movement, started the brilliant @WomenInTech Snapchat, where every weekday a different woman in tech does a Snapchat takeover. The business strategy behind Snapchat takeovers is powerful — a win-win for the brand and the participant. For the brand, it is a great way to organically and rapidly grow a community, by loaning their name & account to someone with a completely new follower-base, and for the person “taking over, it promotes their personal brand and the company they represent.
Jamie Coakley, Managing Director of Betts Recruiting in NY, took over the WomenInTech Snapchat last week and shared, “In 6 minutes and 34 seconds of talk time and videos, my story reached 617+ women. I had 18 emails (referrals and leads) in my inboxes across Snapchat, Facebook, Twitter, and email by EOD.”
That is amazing! Here is her experience and 8 easy steps to making an engaging story for your own brand:
For my takeover, I walked through a day in the life. My day started at 8:04AM with a 10 second Betts Recruiting elevator pitch as I dried my hair. It ended at 7:49PM when I crashed on my couch to wrap up emails. Throughout the day, I made sure to cover what my company did, as well as interview tips to keep the content relevant and on brand.
For anyone interested in creating a Snapchat content strategy, or doing a takeover on someone else’s, here are my eight takeaways for making an engaging story:
- Tell your network ahead of time – Promote your takeover (at least) 24-48 hours ahead of time. Use your LinkedIn, Facebook, Instagram, and Twitter accounts to engage your closest allies (friends, colleagues, family members) as the initial followers. If they find your content valuable, they’ll become your best ambassadors and help you access new networks.
- Tell people how to reach you afterwards… more than once! Share your social handles and emails in written text (use the big, fun font!). You’d be surprised how many people will reach out. Snapchat networking is typing your contact information multiple times and letting people screenshot it.
- Storyteller from start to finish – Many users look at Snapchat everyday (multiple times, let’s be real). “Everyone they know” is sharing visually engaging stories – both business-related and personal life. Be sure to include some non-serious elements, like how humid your commute is, or a picture of the great office kitchen snacks.
- Measure it – One way to see if your audience likes your content: The number of unique views per snap (you’ll also see every single person who viewed it). Dive into each picture and video to grab these metrics so you can test, analyze, and test again.
- Be mindful of guest appearances (they tend to be awkward) – Snapchat Stories can be VERY up close and personal, so you can assume not everyone is a natural on camera. If you want to feature a guest, be sure to vet them before going live. Some qualities I’ve seen work best are speaking clearly, energetically, and with a wide pitch range.
- Open up – People are watching YOU, and staring you in the eye. Be authentic and build genuine relationships with your audience.
- Cater to your audience – Betts recruits for more than just startups and tech companies. We recruit for businesses big and small – in B2B, B2C, and more – even a conflict free jewelry and leadership consulting services that are changing the world. My interview tips were applicable to any industry, but my closing call-to-action was specific to Betts’ niche in tech sales and marketing.
- Use a storyboard if you don’t have creative bones. Try switching from still image to video to an image with text. Use fun filters to spice it up. Keep your content varied in length. Don’t leave still images for too long of time…You get the idea.
A big thank you to Jamie for allowing us to share her story. If you have any feedback or would like to share your story about how your brand (big or small) is leveraging Snapchat Stories- please reach out to us!
Jamie Coakley is the Managing Director of Betts Recruiting in NY. With a background in inside sales, she transitioned to recruiting 4 years ago and has helped scale Betts to over 120 employees world wide. She is passionate about sales development, the Pacific Northwest and connecting top talent to the world’s most innovative companies!