News & Views

Four Reasons Why DMOs Should Use Snapchat

59345085 - montreal, canada - july 1, 2016 - snapchat snap on android cell smartphone. snapchat is a mobile messaging application used to share photos, videos, text, and drawings.

If you haven’t jumped on the Snapchat bandwagon yet, what are you waiting for? In this fast-paced digital age, it can be difficult to keep up with all the new technologies and trends shaping the world of social media. However, one thing is for sure: The increased use of photo and video sharing apps, such as Snapchat, has opened new doors for DMOs and other travel brands across the globe. Here are our top four reasons to use Snapchat:

1. To target millennials

This is not news, but the majority of Snapchat’s users are millennials. In fact, 45 percent of its users in the U.S. are between the ages of 18 and 24. While some DMOs may be discouraged by this number, assuming that their efforts will not convert into bookings, in fact, millennials are 23 percent more likely to travel abroad than older generations. Snapchat allows DMOs to reach new audiences and build relationships with this younger generation. So, add some images and videos of your destination to a millennial’s newsfeed, and you may be pleasantly surprised by the response!

2. To tell a story effectively

A video or a “story” on Snapchat captures what’s happening in real time. It provides a platform for storytelling and sharing one’s journey without filtered photos or highly edited JPEG images that you would normally see on other social channels. One DMO that has had success in storytelling on Snapchat is Discover LA. They have partnered with influencers and publications like Elite Daily to highlight the city’s neighborhoods, restaurants, and popular attractions through raw and emoji-filled videos.

3. To increase chances of engagement

Snapchat is a very interactive platform. Think about it — you open up a video and your finger must be on the screen the entire time to see the content or else it will disappear. On top of that, Snapchat creates a sense of urgency because you have only 24 hours to view the content before it disappears forever. It also opens up a gateway for communication because traditional private messaging through words doesn’t cut it anymore — these days, people are obsessed with responding to messages via photos, videos, and emojis. This is great for DMOs because a simple smiley face with heart eyes is more than just a cute graphic. Consider that emoji as highly intelligent information that will help you determine the success of your content for future posts.

4. To experiment with minimum risk

The great thing about Snapchat (and social media, in general) is if it doesn’t work, you can just delete it! If your video is not generating as much engagement as you predicted, for example, you have two options: Wait until the 24-hour window is up, or delete the content yourself. Social media allow DMOs to experiment and see what is working and what is not. If all else fails, just delete your video and post another one!

Have other tips for maximizing Snapchat? Show us in the comments section below!

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