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On many social networks we publish the very best and worst parts of our lives– in an extremely curated method. We share the highlight reel.

This emphasize reel effect is even more real for brand accounts. Where curation is governed by what generates revenue, remains on brand, and gets authorized by legal.

But, the story is various on Snapchat. And that matters a lot, particularly for businesses interested in marketing on Snapchat.

This concentrate on curating just the particular story we wish to inform disappears on Snapchat. Users are more inclined to share the between minutes. The trip.

There are two reasons:

  1. Snapchat has a content creation focus. When you open Snapchat, you see a cam (whereas with Facebook, Twitter and most social media networks, you see a stream of content first).
  2. Snapchat began as messaging app and it still has the DNA of a messaging app. There’s no public feed. There’s no irreversible list of your old content for individuals to examine or evaluate.

If you’re not acquainted with Snapchat yet, just picture all your foolish text messages, pictures, and gifs all of a sudden became a social network.

If you see a cool antique lamp at your hotel you might share it on Snapchat. You may share 10 pictures of your weekend BBQ on Snapchat (rather of just publishing one photo on Facebook). On Snapchat you’ll post multiple selfies, palm trees swaying in the wind, shopping images, clips of live TELEVISION, and anything else that triggers your interest. Without sense of guilt.

In between moments are more valuable

At first look all of this seems like it would be less valuable, that content shared on Snapchat is more insignificant. When in reality, all of these pieces together create something more meaningful.

On Snapchat, users share less sleek and more authentic moments, which enables you to see more about somebody’s reality. In between our highs and our lows is where we live our life. It’s what our everyday really looks like.

This very same genuine opportunity exists for brands. Share your brand’s in between moments and you’ll be surprised at the relationships you can build.

In Between moments build trust

Right now, it’s challenging to construct an audience on Snapchat. Unless you have a massive audience, huge name influencers, or advertisements, you have to depend on your existing audience from other channels.

This makes Snapchat the perfect location to deepen relationships with your most devoted fans and customers.

Lose the polish, production, and script for your Snapchat method. Do not approach it the method you would approach Facebook, Twitter, and Instagram. Go with what already works on Snapchat: authentic and honest stories that record in between moments.

This will build trust with your fans. And in turn, increase your word of mouth and client loyalty.


This short article is an excerpt from Social Fresh’s upcoming course, The Social Online marketer’s Overview of Snapchat. Be the very first to get access to the course here.