Vero. Shots. Marco Polo. Snapchat. So many shiny, new social media apps, so little time. With so many social networking sites popping up out of the blue, it’s hard for the average salon owner not to feel overwhelmed. So, why bother with using Snapchat for your salon?
Originally intended to pretty much be the anti-Facebook, Snapchat’s 24-hour self-destruct feature is the holy grail for those cringing at their old Facebook timeline photos from years ago. (Seriously, how was that haircut even legal?).
As counter-intuitive as it seems, posting 24-hour, temporary content on Snapchat is actually a great way to build a lasting salon brand on social media. Here are 10 reasons why.
1. Snapchat has 187 million daily users (and counting)
Comparing that to Instagram’s 500 million daily users might seem intimidating at first but taking a closer look at its user engagement will show that Snapchat isn’t going anywhere anytime soon. Because what’s the point in posting content on social media if users aren’t always checking their feeds? Well, the average daily user opens Snapchat for a mind-blowing 18 times a day and uses it for 25 to 30 minutes.
2. You Can Reach a Younger Female Audience
We all know women are more likely to visit a salon (72% of them have used professional care services versus 52% of men). And whether you’re a beginner or Snapchat pro, this social networking app provides the younger female audience you need, now that according to the Wall Street Journal, 70% of Snapchat users are female.
3. Less Business Competition
Remember the good old days when Facebook was the only social networking site, and salons were just starting to hop on the platform? This process repeated itself when Instagram surged in popularity and salon owners started posting on Instagram as well. We’re still very much in this stage, with more business owners just beginning to realize Instagram’s value. Snapchat gives you the ability to be 2 steps ahead of the competition, with a less saturated platform, which means more eyeballs & exposure to your content and salon brand.
4. Your Clients Will Like the More Transparent, Less Polished, Rawer Content
Audiences in any niche enjoy the story behind the company logo, and beauty salon clients are no different. And the more authentic your content is, the more authentic your brand is to your audience. So, while you may try to write the perfect photo caption on Facebook, or find the perfect filter on Instagram, Snapchat stories tend to be rawer and less polished, which gets higher engagement by customers.
5. Transitioning from Instagram to Snapchat is Easy
Let’s be honest, the roll-out of the Instagram stories feature, which is almost identical to Snapchat stories, is a cause for concern in stunting the app’s sign up growth lately. However, salon owners already active on Instagram Stories can use the resemblance to their advantage. The plethora of similarities between the two, mean less barriers when learning to use the Snapchat interface. Note: Transitioning from Instagram to Snapchat doesn’t imply leaving Instagram but instead, exploring Snapchat territory.
6. You Get Under-Priced Attention
Attention isn’t just for the Kardashians. In the world of business, attention dictates where the revenue goes. As Gary Vaynerchuk, the social media mogul says himself, “When you day trade attention, you don’t overspend on what everybody believes is tried and true. You have to find angles of what’s underpriced.” To put it simply, Snapchat ads are very effective, garnering 2X the visual attention of Facebook, and 1.5 times more than Instagram.
7. Content Creation is Less Stressful with 24 Hr. Impermanence
Whether you have a social media manager, or you run everything as a one-man (or woman) show, getting around to thinking of content ideas for all your platforms can be stressful. Does it align with the brand? Will it look good to people scrolling through your feed? Thankfully, the impermanent nature of the app makes it easier to let loose and have more fun when posting pictures or videos.
8. It’s a Great Way to Run Contests & Sales
Getting your clients involved in a contest is an easy way to stand out from the competition. Forget filling out a survey for a gift card. Here’s an idea: simply ask your Snapchat followers to send you a photo of them rocking their craziest hair day, and the silliest one gets a free hair cut or manicure. The possibilities are endless, it’s all a matter of getting your creative juices flowing.
9. Snapchat Forces You to Put Out Rich Media
As mentioned in a post in the past, 80% of customers will watch a video and only 20% of them will read an entire article you might post. What does this mean? Putting out rich media like videos and gifs is more likely to get your clients to engage with you. Snapchat is ideal for this since the app only allows you to create one of two types of content within the app: photo or video.
10. It’s Easy to Repurpose Instagram Content for Snapchat
While this might not be the best solution for everyone, mirroring your salon’s Instagram story content on your Snapchat story is a huge time-saver, even for the busiest of salon owners. All you do is save the images and videos you post on one platform, for posting on the other one. This time saving hack is yet another reason your salon should be on Snapchat.
Let’s give it to you straight: nothing is guaranteed in the social media world. Snapchat could disappear tomorrow, and along with it all the time invested on branding your salon. Yet, taking the risk totally worth it, because even in the worst-case scenario, you can use the innovative spirit you’ve developed to jump on the next platform, until something sticks.
On the flip side, you can watch your Snapchat audience can steadily grow as you learn to maximize your engagement with them and turn them into loyal customers (if they aren’t already.) Either way, there’s never been a better time to start using Snapchat for your salon, and make sure to start off on the right foot by checking out our Beginner’s Guide to Snapchat.
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