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Using Snapchat and Instagram to Connect With Your Audience

Date published: October 13, 2015
Last updated: October 13, 2015

You have probably heard about using Facebook for social media marketing, but you may not know how to implement the newest, hottest social networking tools on the market: Instagram and Snapchat.

Social media has had an immense impact on business and marketing, but businesses need to stay up-to-date if they want to continue making an impact with their social media accounts. It’s not enough to have a Facebook page and Twitter account. Savvy businesses are showing up on sites like Instagram and Snapchat, which tend to skew younger and connect more with the millennial market.

If you haven’t yet joined these growing social media outlets, or if your account has become stagnant, it’s time to get serious about using these tools to take your business to the next level.

Instagram and Snapchat 101

An offshoot of Facebook, Instagram is a photo-centric social site that easily integrates with other social media platforms and aims to connect the world through images. Instagram’s filters help even the most amateur shutterbug post polished pictures and create an aesthetically pleasing gallery of shots. Posts can be public or private, and it’s easy for followers to view and share each other’s posts.

Snapchat focuses on images and video as well, but the content is designed to be temporary. “Snaps” are videos or photos sent to one recipient and they disappear after a set number of seconds. “Stories” can be shared with multiple users at the same time and have a 24-hour shelf life.

Both platforms allow users to add text, but Snapchat actually lets you superimpose text over the photo or video. Instagram text is added below the image or video you upload as a caption, much like posting a photo on Facebook.

Instagram offers a great way to create a lasting gallery that showcases your company and its services over time. Snapchat is perfect for getting instant feedback or creating excitement with flash sales and limited-time promotions.

Whether your company uses one or both of these social media platforms, here are the insider secrets you need to know to make the most of your account.

4 Ways to Stand Out on Instagram

  1. Show Off: Instagram is all about show and tell. Post photos of your office or store, a new shipment of awesome merchandise, someone using your product or service, or the people who bring your company to life. Don’t be afraid to brag about who you are and what you provide.
  2. Run Promotions: Instagram is the perfect place to run an interactive marketing campaign. Some companies conduct image scavenger hunts that encourage users to post photos showing their love of the business for a chance to win cool stuff. Host Instagram contests that challenge your audience to post pictures and hashtag your name for a prize. Not only does it engage your customers, it’s free (or relatively inexpensive) for you.
  3. Tag It: There are several ways to tag your content on Instagram, and doing it right is the difference between gaining new followers or fading into the background. Tag other users who are featured in photos, geotag locations to add a map to your post and label your images with appropriate hashtags that will help funnel people to your gallery.
  4. Embed on Your Website: Be sure to include your Instagram account on your website. Embed selected photos and videos to your main page (or a feed of your latest posts) to let people know you’re active on Instagram and encourage them to engage.

Further reading: 5 Tips for Marketing on Instagram

4 Ways to Dominate Snapchat

  1. Keep It Fun: Snapchat is a casual, lively platform. Post upbeat, engaging photos and videos with uplifting, fun messages that are easy for Snapchat’s 13- to 34-year-old demographic to relate to.
  2. Bring Your Business to Life: If you’re hosting a live event, let everyone in on the action by posting snippets of the event as it unfolds. This invites people to feel like they’re part of what’s happening from wherever they are.
  3. Give Sneak Previews:Send private, VIP sneak peeks of upcoming products or events to your Snapchat followers. It gets the buzz going for new promotions and gives the viewer a sense of exclusivity. Sarah Brown, content manager at BestSatelliteProviders.com, explains that “Even though people only see your snapshot for a brief second, that image is delving into the user’s subconscious mind, which makes them think about and better recognize your brand—whether they want to or not!”
  4.  Make It Short and Sweet: Snapchat videos are often viewed while people are waiting in line or have a few minutes to kill. Make it worth their while by delivering powerful clips that get the job done in just a few seconds. If you’re putting together a story with multiple videos, keep the whole thing under 60 seconds.

Further reading: Can Snapchat Work for B2B?


Business still hinges on who you know, but the way a business builds relationships and communicates has changed. Keep your organization thriving by staying on top of the most effective and pervasive social media platforms. Both Snapchat and Instagram can help you build a strong company culture and create a brand that people want to be a part of.

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