Snapchat is one of the fastest-growing social networks valued at over $16 billion with over 100 million users, and it’s perfect for food brands. Why? Brands can interact with their customers in a way that is highly engaging as well as low-cost. People gravitate toward Snapchat because the content is live, raw, and authentic.
Food brands market their products and engage fans/customers on Snapchat in five major ways:
- Private content (coupon codes and Snapchat-only announcements)
- Behind the scenes look
- Live events
- Partner with influencers (celebrities, bloggers, and social media personalities)
- Contests, promotions, and giveaways
A well-timed Snap can drive hungry customers directly to a restaurant or to an event at the exact right time, while Snapchat Stories (which last only 24 hours) keep fans engaged with the brand.
Examples of Food Brands Finding Success with SnapChat
Sour Patch Kids
Username: @sourpatchsnaps
In 2014, the brand began its first Snapchat campaign called “Real-life Sour Patch Kid.” The campaign had social media star Logan Paul documenting pranks via Snapchat all over New York. The theme of the Snapchat messages changed throughout the week from sweet to sour aligning with the brand tagline “First they’re sour, then they’re sweet.” They also started releasing new Snapchat Stories each month showing the “Real Sour Patch Kids” acting like teenagers.
McDonald’s
Username: @mcdonalds
In 2014, McDonald’s started their Snapchat marketing with behind-the-scenes footage of LeBron James filming a commercial for the brand. The snaps included other sports celebrities, contests, and, of course, pics of the food. They were the first brand to use Snapchat’s geofilter feature available for any users in or near a McDonald’s
.
Taco Bell
Username: @tacobell
Taco Bell joined the Snapchat craze in 2013. The brand has since used Snapchat to promote new products, giveaways, and create late night cravings. In 2015, they created a Valentine’s Day campaign in Snapchat Stories where followers could edit and send branded virtual Valentine’s cards to their friends.
Mike’s Hard Lemonade
For Memorial Day weekend, Mike’s Hard Lemonade used video ads in a Snapchat Live Story to promote their “Come Out Back” campaign. The three-part series told a story about a group of friends that become trapped in GIFs while barbecuing outside. The brand used age-restricted technology within Snapchat to block out minors.
Should Your Food Business Be On Snapchat?
There are pros and cons to every social media site, and we strongly advise against jumping on a social media site because “everybody else is.” The only people you should be concerned with are your customers.
If your customers are on Snapchat and you have the resources to do Snapchat well, then you are halfway there. Check out this post about choosing the right social media sites to learn about the other 50%.
At the time of writing this post, we couldn’t find any small food brands using Snapchat. Do you know of any? If so, what are your favorite brands? Comment here or get in touch with us on social media.
About Sara Lancaster
Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.
