Snapchat: The Unexpected New Frontier for B2B Marketing
For years, LinkedIn has reigned supreme as the go-to platform for B2B marketing. But a recent shift in digital engagement, coupled with a new generation entering decision-making roles, is prompting marketers to reconsider their strategies. Could Snapchat, the app synonymous with disappearing selfies and teen culture, actually be a viable channel for reaching business professionals?
The Rise of the Snapchat B2B Audience
Snapchat’s own research, conducted in partnership with GWI, suggests the answer is a surprising yes. A report analyzing over 2,250 business decision-makers, entrepreneurs, and small-to-medium business owners reveals a growing presence of commercially influential professionals on the platform. These aren’t just casual users; they’re actively building businesses, managing budgets, and seeking inspiration.
Snapchatters are, according to the report, more commercially influential than non-Snapchat users. They’re likewise more likely to be entrepreneurial, with twice the likelihood of running or actively setting up a side business compared to those not on the platform. Among SMB owners, e-commerce and freelance/consulting are particularly popular business categories.
Why Snapchat is Challenging the Status Quo
The traditional B2B marketing approach of treating decision-makers as a monolithic audience is becoming increasingly ineffective. Professionals are consuming content across multiple platforms, often outside of traditional “professional” environments. Snapchat capitalizes on this shift by meeting audiences where they already are, in a space that feels natural and engaging.
B2B strategy is expanding beyond LinkedIn. Snapchat offers a unique opportunity to connect with professionals in a less formal setting, fostering a sense of authenticity that can be difficult to achieve on more traditional platforms.
The Power of Creative Storytelling on Snapchat
Snapchat’s creative environment unlocks new B2B storytelling opportunities. Six in ten Snapchatters believe the platform could play a bigger role in helping small businesses and entrepreneurs grow. Daily Snapchatters are particularly receptive to creator-led content and brand stories, and are open to advertising within this space.
Snapchat highlights the potential for “expert- and creator-led storytelling as well as unique ad placements” to connect with professionals and drive meaningful action. This suggests a move away from purely promotional content towards more informative and engaging narratives.
What This Means for Marketers
Although Snapchat may not be a fit for every B2B company, the data suggests it’s worth considering, especially for brands targeting younger demographics or those seeking a more innovative approach. The platform’s less corporate feel can be a significant advantage in building trust and rapport with potential clients.
The report data shows that this next generation of leaders is increasingly using social media to conduct their purchase research.
Frequently Asked Questions
Is Snapchat really for B2B marketing?
Recent research indicates that Snapchat is attracting a growing number of business decision-makers, entrepreneurs, and SMB owners, making it a potentially valuable channel for B2B outreach.
What type of content performs best on Snapchat for B2B?
Creator-led content and brand stories are particularly well-received by Snapchat’s business-oriented audience.
Is Snapchat a replacement for LinkedIn?
Not necessarily. Snapchat should be considered an addition to, rather than a replacement for, existing B2B marketing strategies. It offers a different approach and reaches a different segment of the audience.
Pro Tip
Don’t attempt to replicate LinkedIn content on Snapchat. Embrace the platform’s unique format and focus on creating authentic, engaging stories that resonate with the audience.
Wish to learn more about innovative marketing strategies? Explore our other articles on digital marketing trends and emerging platforms.