This document discusses how brands can leverage Snapchat for content marketing. It provides an overview of Snapchat, noting that it allows users to share photos and videos that disappear within 10 seconds or 24 hours. It then outlines opportunities for brands on Snapchat, such as engaging millennials with authentic, relevant content and running contests that encourage sharing on other networks. The document also identifies pitfalls to avoid, like being disingenuous or using Snapchat solely for promotion. It provides examples of how brands like Taco Bell, GE and McDonald's have successfully used Snapchat for storytelling, challenges, announcements and geofilters.

1. Snapchat
A POV from Pace
Leveraging Snapchat for Content
Marketing
September 2015

2. Snapchat: The Basics
2
What is it?
Snapchat is a messaging app for sharing moments. Take a photo
or a video, add a caption or doodle, and send as a snap. Or, add
multiple snaps to your Story to share with one or all friends.
Friends can view snaps for up to 10 seconds, and Stories for up
to 24 hours, and then the information disappears. Currently,
there is no charge to have an account on Snapchat.
Why is it important?
• Snapchat reaches highly engaged 14-28 year old Millennials.
• 50% of Americans age 12-24 have used Snapchat.
• 60% of active users are on the app daily, up to 22x per day.
• Snapchat was used by 29.4% of Apple Inc.'s iPhone users in
the U.S. as of January 2015.
• Snapchat has a large global presence, with a reported half of
all users outside of the U.S.
• The app is only available via mobile, so mobile penetration
among this highly coveted audience is huge.
Sources: Snapchat, Bloomberg

3. The Content Opportunity for Brands
3
Engage with Millennials Through Authentic, Relevant Content
• Find new audiences for your content and connect with Millennials
through snaps and Stories.
• Deliver authentic and relevant content that resonates – feature
products, experiences, events, destinations, offers, announcements
and more.
Activate Contest & Promotions
• Activate contests in Snapchat, encouraging users to share Snapchat
screenshots, selfies and doodles on other social networks such as
Instagram. Require users to tag your brand and use a defined hashtag.
Source UGC to Integrate Across Social Channels
• Generate UGC by collaborating with Snapchat users and influencers.
• Collect snaps to your Tumblr page for longevity of content.
• Integrate your campaign with other networks, such as Twitter for
increased engagement and response.
Geo-Target content
• Geofilters for brands is currently in beta. Once opened to all, this will
be an ideal feature for connecting with audiences in specific locations.

4. The Pitfalls to Avoid
4
What should brands avoid?
Authentic Content is Key
• Don’t be disingenuous. Millennials are open to marketing from
brands as long as the brand shows that it understands them
and relates to them.
Engage. Don’t Promote.
• Don’t use Snapchat as a channel to blatantly promote your
product or service. Instead, tell a meaningful story.
• Don’t rely on Snapchat to demonstrate a direct ROI. Use the
social network to generate awareness and build brand affinity;
then integrate with other networks for measuring response.

5. 5
“It’s a real-time
platform for us,
where we’re
able to do a lot
of storytelling.”
Sr. Social Media Specialist, Taco Bell
Uses Snapchat for:
Product launch snaps
Short-form video stories
Quizzes
Games
Personalized e-cards
Tracks engagement via hashtags

6. 6
“GE uses
Snapchat to
show off a more
casual side of
their brand.”
Business 2 Community
Uses Snapchat for:
Sequential info on energy/space/tech
Challenges and contests
Influencer/celebrity takeovers
Special announcements

7. 7
McDonald’s
became the first
brand to buy
into sponsored
geofilters.
June 2015

8. Contact usto discuss how Snapchat can fit into
your content program.
Brooke Wagner
Director, Social Media and Content Activation
brooke.wagner@paceco.com