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 December we present:Key Takeaways from #DTTTGlobal2017
On November 30 and December 1, 250 top destination marketers from all over the world gathered in a colorful amphitheater in downtown Brussels for DTTT Global Conference. The sixth annual conference focuses on real-work examples, insights, change management, lessons learned, and more. We showcased how destinations can be more effective in digital in a fast-changing […]
In November we present:Bavaria Tourism: Proceeding from Tradition
Jens Huwald has been CEO of Bavaria Tourism, the official marketing agency, since January 2012. He was previously responsible for communications at the agency for seven years. Prior to that, he held senior positions in the Marketing Communications, Corporate Communications and Public Relations fields at the Omnicom Agency Group, BSMG Worldwide Germany/Weber Shandwick (Munich) and […]#dmo story #brand #campaign #destination #marketing
In November we present:Geneva Tourism: Business Intelligence & Data
In the lead up to #DTTTGlobal on 30th November & 1st December in Brussels, we caught up with Jean-Philippe Favre from Geneva Tourism. He will join us on stage to present some insights on ‘Business Intelligence, Data & Destination Marketing’ and share some of the learnings. Ahead of the event, we caught up with Jean-Philippe Favre […]#DMO stories #intelligence #Geneva #big data #business #destination #destination marketing
In November we present:How MURAL is pioneering Remote Design Thinking
In the lead up to #DTTTGlobal, we spoke to Mariano Suarez-Battan, CEO of MURAL to learn more about how they are pioneering remote design thinking. As avid users of MURAL ourselves, we champion the use of design thinking methods and templates as part of our Launchpad subscription. We are really pleased to welcome Aaron Richman from […]#remote design #mural #workflow #collaboration #design-thinking
In November we present:Iles de la Madeleine: Applying Design Thinking Principles
Jason Bent works as a Tourism Cluster Manager in the Iles de la Madeleine, an archipelago located in Eastern Canada. He coordinates collaborative projects that bring added-value benefits to the targeted businesses. His recent initiatives, one of which received the Best Strategy for Creative Tourism Development Award as part of the international Creative Tourism Awards, […]#dmo story #collaboration #design-thinking #destination #marketing #partners #storytelling
In October we present:Visit Jersey: Aligning Audiences with Brands
We are pleased to welcome Adam Caerlewy-Smith, Head of Marketing and Meryl Le Feuvre, Head of Product at Visit Jersey as speakers to #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Aligning Audiences with Secret Escapes’. Ahead of #DTTTGlobal, we caught up with Adam and Meryl to learn more about the […]#dmo story #jersey #partnerships #brand #destination #marketing #product