Snapchat has only grown in popularity since launching in 2011. What started as an app primarily used by teens and young adults to quickly and privately send pictures and messages is now a powerhouse social network used by all generations and brands both big and small.
If you’re considering using Snapchat for your business, there are some steps you have to take before you get started, including creating a Snapchat business account.
Here, we’ll walk you through how to create a Snapchat business account and answer frequently asked questions, including:
- What is a Snapchat business account?
- Is Snapchat business free?
- Is Snapchat good for small businesses?
- How can you use Snapchat to promote a business?
We’ll also share tips from one of our Snapchat experts so you can get started with a Snapchat marketing strategy today.
What is Snapchat?
Snapchat is a mobile app that allows users to share images, videos, and stories with their “friends” on the app. Once the recipient views the message, video, or picture, it disappears and can no longer be seen. Snapchat will also alert the sender if a recipient takes a screenshot of their snap. You can also chat with your friends through Snapchat in response to a snap or just to privately message them. Chats disappear after you read them unless you save the message.
You can add users as a friend through your contacts or by searching their snap ID or scanning their unique Snap QR code.
Within the Snapchat app, there are multiple places where you can engage with users, including:
- Snap Map: If your friends have enabled location sharing, you can see where they are in the Snap Map. You can also see hot spots where multiple snaps are being shared.
- Chat: This is where new snaps or messages from your friends show up as well as a history of your previously received snaps and chats.
- Snap: This is where you can take pictures or videos to share with your friends or on your stories. Snapchat has multiple filters, stickers, and gifs you can use with your snaps.
- Stories: This is where your friends’ stories appear and where you can discover other brands, trending topics, and more.
- Spotlight: This is a newer section that allows you to view stories from users not in your contacts (with an interface similar to TikTok).
Now that you have a basic understanding of what Snapchat is, here are some answers to common questions about Snapchat business accounts.
What is a Snapchat business account?
A Snapchat business account allows you to run ads for your business on Snapchat and create snaps associated with a brand rather than a personal Snapchat account.
Is Snapchat free for businesses?
Yes! Snapchat is completely free for businesses to set up and manage. The only time you would have to pay for Snapchat is if you’re running Snapchat advertising.
Is Snapchat good for small businesses?
There are plenty of benefits to using Snapchat for small businesses, including reaching a new audience, engaging with your current audience, and testing what appeals to your target audience.
How do I get on Snap Maps?
Many people wonder how to get their business listed on Snap Maps. You do this through a Place Listing, which appears on the Snap Map and contains information about your business like your address and phone number. Users can also get directions to your location through your Place Listing on the Snap Map—similar to a Google My Business listing.
You can check if your business is on the Snap Map here. Snapchat isn’t adding new Place Listings at this time but says to check back as more locations will be added as the feature grows.
How to create a Snapchat business account
Ready to make a business Snapchat? Follow these simple steps, and you’ll be ready in no time!
Step 1: Log in to your personal Snapchat account (or create one)
In order to create a Snapchat business account, you first have to have a personal Snapchat account. If you already have a personal Snapchat account, go ahead and log in
If you don’t yet have a personal Snapchat account, here’s what to do:
- Download the Snapchat app on your phone or tablet or navigate to this link.
- Open the app and tap Sign Up, then follow the prompts to create your account. If you’re signing up via desktop, enter all your information. Remember, this is your personal Snapchat account, so your username doesn’t have to be unique to your business.
- Verify your account, and you’re ready to go!
Step 2: Navigate to Snapchat Ads and enter your business information
You set up your business Snapchat account through Snapchat ads. Go to ads.snapchat.com and enter your:
- Business Name
- Business Email
- Your Name
Then, you’ll be prompted to share where you do business as well as your business phone number. Click Next.
Step 3: Use your Snapchat business account!
That’s it! You’re all set with a Snapchat business account and ready to start engaging your audience.
This video from Snapchat also walks you through the steps to set up your Snapchat business account!
Keep reading to get tips from our expert on how to use Snapchat for business.
How to get started with a Snapchat marketing strategy
Now that you’ve created a Snapchat business account, it’s time to create a Snapchat marketing strategy that gets results.
One of our Snapchat experts, Emily D’Alessandro, shared the tips she uses to help local businesses connect with clients and customers through Snapchat ads.
1. Determine if Snapchat is a fit for your business
Snapchat presents a unique opportunity for businesses to reach a wide audience in a fun and engaging way. But Snapchat might not be a fit for every business.
Think Snapchat isn’t for you because your target audience isn’t Gen Z and millennials? Emily said you might be surprised to know that there’s a large user base over 40, so don’t let that be the reason you stay away from Snapchat.
So what businesses should use Snapchat? Emily says schools and universities, restaurants, retail, and any business that offers a consumer product is a shoo-in for Snapchat marketing because the target audience is there and because those businesses can create compelling ads that get people to take action.
2. Know your audience
As with any type of marketing or advertising, it’s important to know your audience. Luckily, within your Snapchat business account, you can drill down into your existing audience and identify some common factors that might help you create more effective ads.
Emily said that her team is able to use Nielsen custom audiences which allows for extremely robust targeting.
“We can target a certain group of people, so, for example, you can target new moms, you can target moms based on their kid’s age range—so you can get pretty specific custom audiences that are already within the platform,” said Emily.
This makes it all the more imperative to know and understand your target audience so you can take advantage of these Snapchat ad targeting options.
3. Tailor your content for Snapchat
What works on one channel might not work for Snapchat, so Emily says it’s important to tailor your content for the platform. Here are her top suggestions for doing so:
- Keep it short: If you’re sharing a video, keep it short and simple. “If you can get your offer out in the first like two to three seconds that’s the sweet spot for video advertising.”
- Step outside the box: Snapchat ads allow you to get creative and go for fun, splashy visuals that will stand out. Create something that’s brand consistent but that pushes the envelope just a bit to get attention.
- Run multiple versions of your ad: “Run different types of creative—a static ad and a video—that way you can measure engagement rate to see which performs best.”
By following these simple guidelines, your business can create Snapchat ads that get results.
4. Choose the right Snapchat Ads goals
Snapchat advertising gives you a way to get in front of a wide audience, drive users to take an action, and target specific users or groups. Within Snapchat Ads, you can run multiple types of campaigns with different objectives, similar to Facebook advertising.
Choose the advertising goal or goals that most closely align with your overall marketing goals and objectives. Many local businesses benefit from running both Website Visits and Calls & Texts ads.
Get all the details about Snapchat advertising for small businesses.
5. Measure your Snapchat marketing
As with any marketing you run, it’s important to measure your results. Emily shared some Snapchat advertising benchmarks to help you determine your average click-through rate (called swipe-up rate on Snapchat), cost per impression (CPM), and cost per click (called cost per swipe on Snapchat):
- Average swipe-up rate: 0.50%
- Average cost per swipe: $0.30-1.00
- Average CPM: $3-8
Make sure to keep tabs on your Snapchat ads reporting so you can track your success as you run your campaigns.
Go forth and create your Snapchat business account!
Now you have all the tools, tips, and tricks you need to not only set up your Snapchat business account but to create a Snapchat marketing strategy that helps you use your account to its fullest potential.