Snapchat for Brands: Steps to Creating Storyboards to Improve Your Snap Stories

One of the best ways for brands to tell better stories on Snapchat is to plan ahead with a storyboard.

Some benefits of storyboarding your snaps:

Storyboarding helps you prepare everything you’ll need in advance (e.g. batteries, tripods, lenses, stylus, props, external microphones, music)

Storyboarding is helpful for brands in highly-regulated industries because story and text can get approved by compliance and legal teams

A storyboard can help you communicate your snap story to your team and senior leaders before an event

Storyboarding saves you time because you know in advance what text, filters, lenses, or emojis you’ll use

Storyboarding can help you plan out potential stories to tell at events, which is helpful when you’re too busy (or feeling less creative)

Storyboarding can help employees who are not comfortable on Snapchat and need direction

Obviously, you don’t need to storyboard every snap story — but storyboarding can be very helpful for times when you want to tell a really good story.

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Snapchat for Brands: How to Increase Snapbacks, Screenshots & Story Completion Rates

Many brands are struggling to figure out how to use Snapchat (and how to determine success).

Well, success on Snapchat isn’t about earning a huge following. Besides, follower counts aren’t public so you can’t measure yourself against your competition.

Building a big following on Snapchat is meaningless if you’re unable to earn engagement from them.

Unlike other social channels, you don’t get “likes” or “shares” — so the only measure of engagement success is snap backs (replies), screenshots (likes), and number of people who complete your stories.

Here are 10 ways to drive more engagement on Snapchat:

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Snapchat for Brands: Strategic Ways to Grow Your Snapchat Following

Growing a relevant following on Snapchat is difficult.

It’s not as easy as getting a “like” on Facebook or a “follow” on Twitter or Instagram.

This is because it requires your fans to know your username (or have seen your snapcode) and — more importantly — have an incentive to follow you.

Here are seven strategies brands are using to boost their Snapchat following:

1. Promote your brand’s snapcode on other social networking sites

Whenever you launch a new social profile (or seek to grow awareness of another social channel), you need to let your fans know.

One of the simplest ways to do this is to use your snapcode as your profile picture — or feature your snapcode in posts. Brands doing a great job promoting their snaps on social networks include: Forbes, Cisco, MasterCard, Applebees, TOMS, IBM, Target, Taco Bell, and Redbull.

At Experian, we promote our snapcodes on Twitter, LinkedIn, Periscope, and YouTube Live events. We’re always seeing an increase in followers whenever we host live community events (Twitter, Periscope, YouTube Live) — so those are times when we are promoting our snapcodes even more.

When promoting your Snapchat codes, make sure you have great snaps in queue so new followers aren’t disappointed when looking to see what you snapped recently. It’s also important to give people an incentive for following.

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Snapchat for Brands: Steps to Increase Snap Views & Story Completion Rates

According to Snapalytics research, the recent autoplay update in Snapchat has increased visibility of more snap stories, but (as expected) also led to fewer people watching complete stories.

There are many theories on why viewership of complete stories declined. One simple reason is that users didn’t intentionally choose to watch that persons’ snaps; the story just started playing automatically. Another reason is because some people think they are watching a friend’s snaps — and all of a sudden are watching another person’s story — so they swipe away to go back to see what other friends are doing.

Research reveals that the Snapchat autoplay feature increased story opens by 2%, but reduced story completion by around 5%.

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Viewer Engagement: Factors Impacting Audience Attention in Online Learning

Do ever wonder how you can keep viewer attention when live streaming?

Do you want to improve viewer involvement in your online videos?

As the host of a weekly video chat for nearly three years, I’m always striving to increase attention and audience engagement. Some video engagement factors I’ve noticed include: the topic of the chat, day/time of the chat, length of the chat, featured guests in the chat, and number of viewers interacting during the event (e.g. conversations in the Blab sidebar or Twitter conversation).

Right now, I’m digging into research into different types of video productions that are similar to live-streaming. Last week, we looked at factors that increased engagement during live webinars. This week, I’m examining ways professors can improve video engagement in their online courses — and how many of these factors apply to live streamers.

Researchers analyzed a data set of 6.9 million video watching sessions of online courses to find out what factors led to more engagement in online lectures. The video lectures were given by professors at MIT, Harvard, and Berkeley.

Engagement on video content was based on time spent watching the video — and sometimes a video was followed-up by a multiple-choice question designed to check a student’s understanding of the video content.

Here is what the research revealed:

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Live Streaming: Strategies to Increase Audience Attention & Engagement Activity

How do you develop live streaming content that will capture your audience’s attention?

How do you keep viewers engaged and/or entertained so they want to spend time with you?

After all, distractions abound.

Technology is a siren that constantly pulls our attention away.

How many apps provide you notifications? How many emails do you need to read? Do you have any snaps to see? What about Facebook or Instagram updates to check out? Any phone call messages or text messages to respond to?

Some studies suggest that we have attention spans of 8.25 seconds.

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Social Media Listening: Smart Ways to Discover Actionable Data for Your Business

As a social media community builder, listening is a key aspect to my work.

Listening helps me find my target audience online

Listening helps me understand the topics and trends that matter

Listening helps me find out the pain points of my community

Listening helps me discover what channels drive traffic & revenue

Listening helps me develop better content

Listening helps me engage better

The trouble with listening is that it takes time – and there isn’t always a clear financial ROI. You can spend all day analyzing social media data, but not achieved one of your social business goals (e.g. customer care, improve brand awareness, web traffic, leads, etc.).

After all, there is a ton of data to analyze.

Social media listening tools provide you with demographic data, social mentions by regions, data on competitors, data on influencers, data on best times to post, data on what type of content performs well (and where), sentiment data, etc. And then there is time-consuming unstructured data (e.g. video, audio) that is difficult to analyze – or live streaming data that can be a beast to tackle.

The trouble isn’t collecting the social media data, it’s analyzing the right data and making actionable decisions from it. 

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Steps to Building a Successful Anchor Strategy for Your Business

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I know your business might be tempted to use Anchor like a broadcasting tool. However, that would be missing the whole point of Anchor.

Anchor is your telephone, not a megaphone. The Anchor community prefers personal and authentic conversation, not polished lectures.

Before diving in, you need to consider the business challenges:

  1. Your target audience might not be on Anchor (yet)
  2. Your target audience might not want to engage with you on Anchor
  3. There are no analytic platforms to help you measure success
  4. You might not have time in your day to engage in audio conversations
  5. You’ll need to know how to handle complaints and/or customer care through audio
  6. Anchor might not fit with your overall social business strategy
  7. You might not know who should be “the voice” for your brand

There are many other reasons why your brand might avoid Anchor right now.

And that’s okay.

You shouldn’t join a social media channel unless it aligns with your business goals. That said, if your business goals include improving engagement with your target audience and increasing trust, Anchor is a great social network to do this.

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Anchor Analysis: Ways Businesses Can Use & Discover Audio Commentary

In the latest update to Anchor, members can now add voice commentaries to any content on the web.

The process is pretty simple when using any mobile browser:

First, click on the share button on your mobile browser.

Scroll through your list of share options and select “More” if you don’t see Anchor listed.  Once you select more, you can enable Anchor to appear as a sharing app.

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