In the run up to this year Content | Campus Content | Campus we are getting in touch with the best content experts and creators to help you rethink your content strategy. If you want to know more about content creation and the strategy behind it, be sure to join us for this year Content | Campus on the 30th & 31st of March in Copenhagen!
Once the reserve of the youth, Snapchat Stories have spurred a whole new format of content making its way across the social media landscape - short form visual, vertical content available for 24 hours only.
But is it just a case of Snap-and-go? Well, kind of. As with any form of content, the best way to learn is by doing. But here are some tips to ensure your content starts off great. It may only be visible for a day, but being a regular part of locals’ or visitors’ lives on their Snapchat feed has a real long-term impact.
As we often see with the ‘new kid on the block’ networks, consumers still view Snapchat as a place for communication with friends family and influencers. Their feed is still a sacred place. By following your destination, they’re choosing to let you into a very personal corner of their online life. So make sure your content fits in! Don’t be salesy or repetitive. Use the Humour and creativity that Snapchat is known for. And repay the access you’ve been given by adding value. Take advantage of Snapchat’s ephemeral nature by providing exclusive content made for the moment that doesn’t exist on other channels to mirror the way people use Snapchat for sharing private moments with their friends. Whether that’s a behind-the-scenes shot, a secret route or a funny story - make it special and build relationships on it. You can also take that value offline and think about using Snapchat for limited edition deals and offers. Just make sure it’s what your followers want.
Tell a Story
By following you on Snapchat, locals and visitors are saying they want to see your destination through your eyes. You’re constantly building on the story of your surroundings, and bringing them in. But when it comes to creating successful content, having a beginning, a middle and an end might be key. While Snapchat Stories have a seralised element, and are focused on bringing your audience into your every day, there’s room for continuous Stories that take viewers on a journey - whether that’s a physical trail, an event or an interview. The start can be a ‘tease’, the middle can be a ‘discovery’, and the end can be a response. Think about making your Snapchat content satisfying as well as snackable.
Snaps are snappy, by their nature and name. They are snippets of life, shared visually. To be most effective in your Stories, from a technical perspective, change things up. Keep photos short rather than the full 10 seconds, move to different angles in videos, and show as much as you can in the time and space that you have. Don’t just post one clip in a row if you can create a better experience with 3 or 4 fast moving, continuous ones. And that goes for the type of content you’re posting, too. Snapchat can be a kind of long-game as it takes a while to build up a following, a voice and regular engagement. So keep going, and keep changing direction and experimenting with new things until you find your voice.
Use rich visuals
Make the most of the geofilters, masks, emojis, doodles and caption capabilities to maximise what Snapchat gives you. Build your destination personality through the creative options Snapchat gives you. It can be tempting to Snap a photo and leave it for 24 hours, but everybody else on Snapchat is using the full range of features. To fit in - and stand out in a good way - you have to take advantage of the customisation opportunities available.
Create content you’re proud of
Sometimes Snapchat might feel like a lot of effort for something that doesn’t last very long. You don’t have a newsfeed, so your reputation and relationships live and die on the quality of your Stories. But there’s some good news! Snapchat makes it really easy to download full stories, so that makes your Stories a great content creation tool as well as an important way to engage with your customers. And the content can be really great if you take advantage of the features and maximise the potential. Download your best stories and uplaod them to your website or other channels. You’ll have some great videos as well as drive people to your Snapchat profile and grow your follower-base.
So what are you waiting for? Go out and tell your Story on Snapchat today.
Discussioncomments powered by Disqus
More from #DTTT
In September we present:The Great Escape – Oslo
We’ve just launched this new campaign for Oslo, which basically consists of one film. Watch the video, and I’ll explain what we were thinking when we came up with the idea. Oslo to the rescue! Kiwi couple get rescued from vacayfail from Visit Oslo on Vimeo. We knew we were going to be doing some […]
In September we present:Amsterdam Marketing: Live Lines
Amsterdam Marketing, the municipality of Amsterdam and Amsterdam Museums worked on the pilot ‘Live Lines’ (Dutch: Rijenradar) providing visitors with an overview of live queue times at 10 museums in Amsterdam Metropolitan Area. We caught up with Marek Kruszel from the Amsterdam Marketing team to learn more about Live Lines in the lead-up to #DTTTGlobal […]#lines #visitor #Amsterdam #data #experience #Live #marketing
In August we present:Colourful Nuuk: Starting out in Destination Marketing
Stine Selmer is a business consultant at the business development organisation Sermersooq Business Council that manages destination development, branding and marketing for Nuuk, the capital of Greenland. The DMO has existed since 2012 and the Colourful Nuuk brand is only a few years old. At #DTTTGlobal, Stine will be taking the stage to present the […]#Nuuk #destination #destination marketing #dmo #Greenland
In August we present:Voice interfaces and beyond: How can travellers use it?
#DTTT Expert Igor Dutra is an experienced and creative professional with a proven record in user-centered design, innovation, design thinking, lean UX, information architecture, interaction design, visual design, agile methods, web development, and technology. Igor will be joining us on stage at #DTTTGlobal focusing on ‘Fostering Innovation through Technology & Digital Trends’. I’m fascinated with […]#voice interfaces #Alexa #AI #artificial intelligence #technology #travel
In August we present:Virtual Mechelen: How Visit Mechelen made a 360 jump
Els Van Zele is Content Manager at Visit Mechelen, sharing some insights on their newly launched 360 and virtual reality experience enabling consumers to experience and explore the city in a rich and innovative way. Mechelen? A city located in Belgium, right between Brussels and Antwerp, in the northern, flemish-spoken part. Some call us a […]#visit mechelen #360 #content #destination #experience #Vr
In August we present:Shifting to Publisher: How VisitScotland are redefining their role
Eva Kwiecinska is the Senior Marketing Manager, responsible for all content at VisitScotland, Scotland’s National Tourist Board. She will join us on stage at #DTTTGlobal on 30th November and 1st December in Brussels, presenting on ‘Shifting to Publisher: How VisitScotland are redefining their role’. We caught up with Eva to learn more about VisitScotland’s changes […]#visit scotland #team #Transformation #content #destination