Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 3rd April 2018.
Details of our next Twitter Chat:
Topic: Stories: TBA
Guest: Peg Fitzpatrick
Date & Time: Tuesday, 10th April 2018, 5.00pm EST
Channel: #SocialROI Chat
Click here for more information about our Twitter Chats.
Below is a curated version of the Twitter Chat with Carmen Collins.
From the MF Design Lead Question:
- Vertical stories have become very popular. How do you feel about consuming content in this new format?
- What should marketers be asking themselves before deciding to use Snapchat and/or Instagram?
- How do the Snapchat and Instagram audiences differ?
- What are your thoughts on exporting Snapchat Stories and re-using them on Instagram Stories?
- What tips do you have for marketers using Snapchat stories?
- What features make Snapchat Stories unique?
- In your opinion, does Snapchat or Instagram provide a better platform for marketers?
- There are a number of other platforms also embracing vertical stories. How do they compare with Instagram and Snapchat Stories?
MF Design Lead Answers
Aa) People are consuming content differently. The newsfeed was designed for Desktop and relied primarily on text-based content. #SocialROI— Kate Frappell (@katefrappell) April 3, 2018
Ab) Now, we consume content on our mobile devices. Our cameras have become the new keyboard. Users prefer capturing moments, rather than recalling them. #SocialROI— Kate Frappell (@katefrappell) April 3, 2018
Ac) Stories consider the mobile experience of content consumption. They take full advantage of the real estate on your screen and allow users to easily skim through content. #SocialROI— Kate Frappell (@katefrappell) April 3, 2018
Ad) However, the Stories format does not translate well on Desktop. In the future I’d love to see a hybrid version that considers the experience on all devices simultaneously. #SocialROI— Kate Frappell (@katefrappell) April 3, 2018
A1b: Then, ask yourself:— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
Who is the audience I’m trying to reach?
Where do they live on social?
How do they use that platform?
What’s my desired outcome?
What’s the best platform for that?#SocialROI pic.twitter.com/Oi07gQYFpx
A1: Does your audience exist on this platform? Do they enjoy consuming content here? #SocialROI— Gene Petrov // Leadership & Marketing Consulting (@GenePetrovLMC) April 3, 2018
A1) Which platform suits your audience best and why...it is supremely important to know why you are engaging with them on a particular channel..DO not do it because everyone else is...#SocialROI— Shruti Deshpande (@shruti12d) April 3, 2018
A1: Where is my audience?— Misty Ahmadi (@heytheremisty) April 3, 2018
Are they more active/engaged on one platform over the other?
Can I convey our brand clearly using tools on both platforms?
Do I have the resources to make engaging content on one or both platforms?#socialroi https://t.co/gjOk7M1zQz
A1. Who is your target audience? What are your goals? If one of them is more reach; than potentially want to use Instagram. If you are seeking a specific already engaged audience- Snapchat w/ it's tech creativity is a great option. #SocialROI— Melissa A. (@mz_rocko) April 3, 2018
A2a: The data is constantly changing as the two battle it out. Generally, #Snapchat hits your Alphas and GenY head on. #InstagramStories is largely Millennials and growing with GenX. #SocialROI pic.twitter.com/HSVzWXLfgZ— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A2b: #Snapchat and #Instagram audiences also differ in their expectations. Snapchat users want raw, in the moment, filmed-in-Snapchat content. The Insta-world is more curated, better photos, more like “the rest of the story.” #SocialROI— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A2. Snapchat audiences are focused on one-to-one messaging or with groups, where IG is multifaceted with multiple opportunities to create content that is branded and measurable. #SocialROI https://t.co/5cE9rpxNKc— Karen Freberg, PhD • #SMprof, Consultant + Author (@kfreberg) April 3, 2018
A2: Snapchat (IMO) matters less about "quality" and is more "in the moment".— JMatt (@JMattMke) April 3, 2018
Instagram while also "in the moment" should be a little higher quality.
It's easier to get discovered on IG with your story (over Snapchat). #SocialROI
A2. Snapchat users that are still actively using the app; are committed. They are seeking personalized & creative content. I also think age analysis is important as I think that Snapchat has a younger captive audience using the app. #SocialROI pic.twitter.com/13cDlxKzyC— Melissa A. (@mz_rocko) April 3, 2018
A3b: Why the strong DON’T? There’s an exception to every rule (example, Bitmoji in your Instagram Stories) but if you create the same content on two platforms, why would I follow you on both? #SocialROI pic.twitter.com/9CDhM0aOlx— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A3c: Use the hub-and-spoke model for content. Tell the same story, but tailor it to the audience and platform for better metrics (Remember your GOALS.) #SocialROI— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A3 If you have a similar audience on both channels, then I am all for it! Re purpose, re use and recycle your content #SocialROI— Chelsea Krost (@ChelseaKrost) April 3, 2018
A3: I personally don't like having the exact same story on Snapchat as I do on IG... what's my motivation to follow you on both platforms? The stories can be similar, but showcase the differing features! #SocialROI— JMatt (@JMattMke) April 3, 2018
A3. Stories are best received when they are created for a specific platform and audience. Repurposing has it's place but I haven't seen it executed well on Snapchat and Instagram. #socialroi— Rachel Miller (@rachelloumiller) April 3, 2018
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A3 If you are going to re purpose content, you should tweak it so it is appropriate for the specific platform. So I would say not to unless you can make relevant to IG.#SocialROI i— Lucille Fisher Kindness, Compassion, & Marketing (@sageandsavvy) April 3, 2018
A4a: Embrace the whimsy and be Snapchatty! (I need to trademark that word.) Use the lenses, stickers, Bitmoji, text – all of the tools at your disposal. If whimsy doesn’t match your brand voice, Snapchat “ain’t yo thing” #SocialROI pic.twitter.com/Le4xnc9o0T— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A4b: Also, marketers are our own reason we can’t have nice things. Please don’t post glossy marketing content on #Snapchat. “Talk” to Snappers like they “talk” to each other to be a part of the conversation there. #SocialROI pic.twitter.com/FA5duLSzOb— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A4: Find ways to be more engaging with your content! Encourage snappers to reply to snaps, add fun filters and direct snappers to your site/blog or other useful content. Make the content worth their while and ENGAGE! #SocialROI— Keiana Holleman (@bossgalkiki) April 3, 2018
A4: Your company may be "faceless" but for Snapchat, pick someone that is comfortable putting their face consistently on your account. There are so many fun filters and masks to wear, but are useless without a face! #SocialROI— JMatt (@JMattMke) April 3, 2018
A4. They need to build trust on snapchat and not look for the quick return on investment. Look at this platform as a long term investment. #socialroi— Cheval John (@chevd80) April 3, 2018
A4: create content that your audience couldn’t get on any other platform! Put the consumer in your shoes and give them that BTS content that people crave. Listen to what your audience wants and create content around this knowledge. #SocialROI— Maria Marchewka (@_MariaMarchewka) April 3, 2018
A5: The possibilities (though they’ll have Insta nipping at their heels if they don’t move fast!) The Apple partnership, the “face wrapping” lenses, Bitmoji integration and geofilters – which are great awareness drivers for brands. #SocialROI pic.twitter.com/JJwHaXaUbd— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
While I'm actually team Insta (in case you were waiting for my answer on that) I think Snapchat has THE BEST selfie filter for making everyone look good. I'm team both for @WeAreCisco though. #SocialROI https://t.co/PXfnNp5vA3— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A5: Snapchat’s geofilters, fun selfie filters and the disappearing act of snaps are what make Snapchat unique! I’m also a fan of the ability to read reviews of businesses and see them on the map when users “tag” their location in a snap! #SocialROI— Keiana Holleman (@bossgalkiki) April 3, 2018
A5: I love my Lil JMatt, his dance moves are supreme compared to mine and he's got a lot of personality. When it comes to Snapchat, I'm team Bitmoji all the way! #SocialROI— JMatt (@JMattMke) April 3, 2018
A5.2: @CShirkeyCollins mentioned geofilters... as marketers, this is something too many people overlook. Geofilters are all about sharing the experience! Create them for your event and you have a little control over an element of their story. #SocialROI— JMatt (@JMattMke) April 3, 2018
A5) Auto advance on user stories makes it unique IMO...#SocialROI— Shruti Deshpande (@shruti12d) April 3, 2018
A6a: Depends on your GOALS (can you tell I have a theme?) and comfort with brand whimsy. Example @dunkindonuts should use both platforms (and they are, and they’re awesome.) Regulated industry? Possibly neither platform. #SocialROI pic.twitter.com/EJdKdo6wf4— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A6 Instagram has analytics, always a plus. Not sure about Snapchat. I believe Instagram's advertising platform is more sophisticated. #SocialRoi— Lucille Fisher Kindness, Compassion, & Marketing (@sageandsavvy) April 3, 2018
A6: Snapchat vs. Instagram comes down to YOUR brand's target audience.— JMatt (@JMattMke) April 3, 2018
IMO - I prefer Instagram, merely based on how the platform allows for your content to be discovered through searchable features (geo tags, hashtags, tagging users). #SocialROI
A6 The swipe up link function and tagging accounts was what signed IGs longevity. And now with the story feature/quote feature they are making more brand engagement opportunities.— Carolina (@YoursTrulyCaro) April 3, 2018
Where snap was always closed communication. #SocialROI
A6) Both channels have huge benefits when trying to engage the relevant audience. They are both fast, can be personalized & amended to appeal the audience to a large extent.. definitely great platforms for marketers providing they know when & how to use each of these.#SocialRoI— Shruti Deshpande (@shruti12d) April 3, 2018
A7a: That doesn’t mean we don’t keep an eye on trends, our GOALS and evaluate new opportunities as they arise. But for now, Instagram and Snapchat are our two most engaging channels. #SocialROI pic.twitter.com/8iF9P3Q7td— Carmen S. Collins (@CShirkeyCollins) April 3, 2018
A7: Facebook and Messenger both use stories and (IMO) no one uses them... probably because people don't really want to hang out on those. People want to hang out on either IG or Snapchat, so they're willing to share their stories. #SocialROI— JMatt (@JMattMke) April 3, 2018
A7) Instagram definitely is more evolved in this and hence gives a better user experience...I am yet to try my full hand at Snapchat and so is the case with Facebook..but again it is all on where my audience is...#SocialROI— Shruti Deshpande (@shruti12d) April 3, 2018
A7: Probably not as well as SC and IG seeing as they are the two main ways for vertical stories. #SocialROI— Justin Bienvenue, #ModernDayPoe (@JustinBienvenue) April 3, 2018
We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 10th April 2018, 5.00pm EST.