3 key audiences b-to-b brands risk missing by not joining Snapchat

The ROI of early adoption is worth more than mere numbers alone, says Dix & Eaton's Lisa Zone.

What do more than 100 million daily active users and major consumer brands – even presidential hopefuls – have in common? They all use Snapchat to communicate, engage, and connect. Is your b-to-b brand harnessing the platform’s storytelling power?

Snapchat’s explosive growth can’t be ignored. Its user base skews young and female, and as the platform gains popularity its audience will diversify. With a hinted-at IPO, Snapchat will have to find ways to connect with a broader demographic to keep investors happy – which means even if your target audience isn’t "snapping" today, it will be soon.

What does this mean for b-to-b brands? Those that harness the power of Snapchat’s storytelling platform can hold a unique place as the most tech-savvy, innovative, and pioneering enterprise in their space. Consider these audiences as you contemplate incorporating a Snapchat account as part of your social media strategy:

The industry. There’s almost always an advantage to being first in the b-to-b space. If anyone in your company wants to be considered a thought leader, industry ex-pert, or trailblazer, moving to Snapchat could reinforce that desire. And imagine the message it would send to customers, competitors, trade organizations, and industry journalists – on a global scale.

Young talent. There’s perhaps no stronger current argument for using Snapchat than engaging with college students and recent grads. Many b-to-b companies struggle to recruit and retain young talent. What better way to debunk the perception of being considered stodgy or old school than by reaching the next generation of workers through a popular social platform?

Investors. The investment community already uses Snapchat. The New York Stock Exchange and Nasdaq have Snapchat accounts, as do many mainstream media.

Going strictly by the numbers, your target audience probably hasn’t yet fully embraced Snapchat. But sometimes the ROI of early adoption and being first in the b-to-b space are worth more than mere numbers alone. Are you willing to take a chance?

Lisa Zone is an MD at communications firm Dix & Eaton. You can find her on Snapchat at lisazone.

Thumbnail image via Ryan Nagelmann / Flickr. Used under the Attribution 2.0 Generic license. Cropped from original.

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