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Jessica Riches

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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.

Add value

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.

Keep moving

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.

 

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