Christine Ward Should I do this, or will it be a waste of my time? That’s always the question that comes up with a new(ish) social media trend. There’s not exactly an easy yes or no answer to that question when it comes to nonprofit marketing on Snapchat. The answer tends to stand more in the “it depends” gray area.
There are, undoubtedly, lots of possible benefits for nonprofits on Snapchat. However, before you join a new social media channel, you’ll want to be sure those benefits are attainable for your specific nonprofit. Ask yourselves the following six questions to figure out if Snapchat is worth the time and effort it will take your nonprofit to do it right.
Are Your Supporters on Snapchat?
If the answer is yes, then you should also be on Snapchat. As a nonprofit marketer, you want to meet your supporters where they are. Odds are, if your supporters are under 34 years old, they’re using Snapchat.
Facebook, Twitter, Instagram and just about every other social media platform started out with markedly young users, but they grew from there to include a wide range of ages and audiences. Snapchat has the potential to do the same. Even if you answer “no” to all six questions, I’d keep my eye on Snapchat. Your answers may change over time. It could be a good idea to think ahead and claim your username for future use, even if you’re not ready to jump in just yet.
Do You Have Time?
The amount of time you have to spend on social media each week may fluctuate depending on what’s going on at your organization. But, in general, if you won’t be able to dedicate enough time to get in there and snap at least once a week, you should spend the little time you do have moving other marketing ventures forward.
Is Your Online Marketing in Good Shape?
How is your website doing? Are your emails in good shape? If not, there may be a better use of your time and energy out there than joining Snapchat. You wouldn’t want huge fundraising opportunities like your nonprofit website and email newsletter to be pushed to the wayside for marketing on Snapchat, an experiment with an up-and-coming social media channel.
How are You Doing on Other Social Media Platforms?
If you’re an organization that joins for the sake of joining, but never posts or interacts with followers, you may want to spend some time pruning the networks you’re already a part of before you add another one to the list. Get into the groove of a regular posting schedule on all of your social networks. Respond to comments and mentions of your nonprofit. Then you can worry about adding another social media channel to the mix.
Do You Have the Right Tools?
Since Snapchat is a mobile-centric app, a smartphone is the only tool you’ll need. However, managing social media on a smartphone can get a little messy if your nonprofit doesn’t provide you with a phone or cover the costs of using your own device for work. Be sure to work out the details before getting started!
Can You Add Value?
You don’t want to put the time and effort into something that people won’t find interesting, engaging or different from what you already post elsewhere. And Snapchat is not a medium for the status quo. Do you have someone at your organization who knows how marketing on Snapchat works or that is willing to learn? Successful Snapchat accounts are extremely creative and interactive, making use of stickers, Snapchat filters, video, geofilters and all that the platform has to offer.
Did you answer yes to all six questions? When you’re ready to dive in, you’ll need to build your Snapchat marketing strategy. Talk to your supporters for ideas on what they’d like to see you doing and get creative with it. But, most importantly, start snapping!
These questions can apply to more than Snapchat. Ask yourself these six questions whenever you’re wondering whether or not to jump on the bandwagon for a new social media or marketing trend.
Is it time for your nonprofit to start marketing on Snapchat? What strategy questions do you have for us? Ask away in the comments below.
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