This is an archived blog from when I ran Conscious Public Relations Inc. from 2008-2018. Excuse the potential outdated-ness!

Expert opinions on Periscope and Snapchat

Since we don’t use some of the newer social networks for our business (and I have only experimented on a personal level), I thought I’d share opinions from some of the other “social media experts.” What’s funny is that this blog took WAY longer than it should have because I found virtually NO Snapchat opinion blogs from the experts in my network. Nada!

I was stunned that absolutely none of the major digital marketing players in my Social Media Twitter list had anything smart to say about Snapchat other than “it’s a good network to be on for young people.” Seriously! There wasn’t even much content on Periscope, either. It made me feel pretty good that they’re all probably still experimenting just like us.

Without further ado:

Mitch Joel, Twist Image: “Meerkat and Periscope push this new way that consumers are connecting with media by making the experience both live, and that much more portable (or mobile). The challenge with a streaming brand is that it is a moment in time. If it’s happening and your target audience isn’t in the know, connected to it or even near their device, you’re going to experience a well-known phenom that I described in my second business book, CTRL ALT Delete, as ‘digital tumbleweeds and virtual crickets.’…For a brand, streaming live is going to be a massive multiplier of these fears and concerns.”

Chris Brogan, on Periscope: “The average person won’t get a lot of people to show up, so it means fewer potential prospects. In SOME businesses, that’s a good thing. You don’t want to try and talk to a thousand people at once. But for lots of people, it means fewer potential prospects.”

Danielle Look, Relevance: “If your demographic isn’t using Snapchat, then you don’t need to fuss or worry about it. Indeed, marketing on Snapchat is an incredible opportunity to connect with an audience, but it’s a futile effort if the people opening the snaps won’t be interested in your product or service…If your target audience is on Snapchat and it is a worthwhile venture for your brand, you don’t have to be a Snapchat wizard to start experimenting. Work with experts (like Nick Cicero, founder and CEO of Delmondo) who have watched Snapchat mature over time, know the platform inside and out and already have established networks with notorious Snapchat content creators.
…But what about B2B companies? Is there really an opportunity for them on Snapchat? If the answer is yes, it’s going to be because of a combination of three factors:

1. Your target audience (or some subset of it) is active on Snapchat.
2. Your Snapchat strategy is part of a larger, omni-channel campaign.
3. It’s location-specific.

Do you use either of the networks, and if so how effective have you found it in growing your audience or business?

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