Millennials and Generation Z put everything online. From parties to lazy days to conference events, you can bet that Millennials and members of Generation Z are posting about it on the internet and sharing it with their friends. This is why it’s important that your association leverages the tools these younger generations are using before and during your conference.
One of the social media tools that organizations tend to forget is Snapchat. Snapchat reaches 41% of all 18 to 34-year-olds in the United States per day. If your association is growing with younger members, using Snapchat has the potential to significantly increase your branding and member engagement.
How Does Snapchat Work?
Snapchat is a social media platform that allows users to send 10-second photos or videos called “snaps.” Once the snap is viewed, it’s gone forever! Snapchat is quick, easy and fun to use. And, due to the temporary nature of Snapchat, it’s the perfect platform to use while your event is happening! There are lots of exciting functions of Snapchat, so we included a list of important terminology at the end of this post to help you as you get started.
Users have the ability to add text, stickers, emoji, filters and lenses to their snaps. Filters are illustrations or color effects that lay on top of the photo or video. Lenses allow users to add effects to their faces, such as a pair of cat ears or sunglasses.
Two specific functions of Snapchat—Geofilters and Stories—are great ways for you to utilize Snapchat at your conference. Individuals or businesses can purchase On-Demand Geofilters. These branded filters are only available in a particular location for a set time. There is also a function called Snapchat Stories. Using Stories, a user can post a picture or video to their account’s Story for their friends to view for 24 hours.
On-Demand Geofilters at Your Event
Using a Snapchat Geofilter is a great way to increase your association’s branding the day of your event. To create a Geofilter, you need to design and submit an illustration of the Geofilter to Snapchat. Then, you can choose an area between 20,000 and 5 million square feet (called a geofence) and select a time frame. The filter will be available during that time on Snapchat for anyone in the area you select.
It’s a good idea to select an area slightly larger than your event. For example, select the block around the hotel where your event is held. This way, anyone within that area can see the Geofilter on the day of your event. Design the filter to include your association’s logo and/or the name of your event to help increase your brand awareness. Attendees also might post a picture using the filter on their personal Snapchat Stories. This further shares your brand with those attendees’ friends.
Snapchat Stories for the Event
It’s also a good idea for your association to host a Snapchat Story before and during your conference. Your Snapchat account comes with a username and Snapcode that you can share with members. Encourage your attendees to add your association on Snapchat before the event begins. Then, you can post photos or videos to build excitement leading up to the event.
During the conference, your Snapchat Story is the perfect place to post photos and videos from the day. Share behind-the-scenes photos, clips of speakers or exclusive discounts. Make sure you have at least one person dedicated to Snapchatting the entire conference. You could also allow influencers or popular speakers to “take over” the account’s Story for a short time to share stories or extra knowledge. This way, you can engage the members at your event, as well as members who aren’t able to attend.
Snapchat has the potential to increase brand awareness and member engagement before and during your event. Millennials and Generation Z will appreciate the use of a platform they interact with daily and will love the ability to get extra event insights in short bursts on your account’s Story. Don’t let your organization fall behind in the social media game. Try using Snapchat at your next conference!
Important Snapchat Terminology
Here’s a list of important Snapchat terminology to help you as you begin using Snapchat:
- Filters: Illustrations or color effects that lay on top of the photo or video
- Geofence: Designated area around your event that enables attendees to select your custom graphics
- Geofilter: Illustration that is only available in a particular location for a set time. Geofilters can be designed and purchased by individuals or organizations.
- Lenses: Animated effects that overlay the Snapchat user’s face or surroundings
- Snap: Photo or video sent through Snapchat that lasts from 1 to 10 seconds (then disappears!)
- Snapcode: A unique, scannable code used for adding Snapchat friends
- Story: A feed of photos and videos a Snapchat user posts that can be viewed by all followers for 24 hours
Have you tried using Snapchat for your association’s events? Let us know what you did in the comments! Interested in more information on leveraging social media for your conference? Read our blog post about promoting your conference with Twitter.