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Snapchat 101: Lessons From Experts Mastering the Platform

Language and the Machine

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“By 2021, Snapchat active use in the UK will outweigh that of Facebook,” said Charlie Cottrell, Head of Editorial at We Are Social. At a panel at Social Media Week London, Charlie spoke about about how some of the best brands are using Snapchat, and what marketers can learn from that.

Along with Charlie, the panel featured Dan Moseley, Account Director at We Are Social, Stephen Sharifian Digital Specialist at PepsiCo, and Chris Watt, Social Media Manager at Adidas UK.

Below are some takeaways from the session. To watch the entire talk, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

“Adidas is all about creating the new,” said Chris. “You don’t need a channel on Snapchat to be effective. The more we spend time on the platform, the more we’ve realized that a lot of what we can do to generate huge reach and engagement is through paid media options or working with influencers.”

Chris also highlighted some of Adidas’ Snapchat strategies:

  • Real time advocacy – innovative use of Snapchat paid media around major brand and consumer moments.
  • Open source influencer network – work with our influencer network to tell engaging stories on their channels.
  • Publishing stories from behind the scenes – A chance to see what’s next from Adidas Football and Originals.

Dan spoke about some of the campaigns We Are Social worked on for Adidas. On Snapchat, he found that they had “more stories, more views, more retention, and more screen-grabs.”

Stephen provided some tips for marketers on Snapchat from what he’s learned at Pepsico:

  • Don’t be afraid to hero your product in the lens
  • Use in combination with other channels
  • Better understand Snapchat metrics early on
  • A Snapchat lens is most effective when it drives “Endorsed” reach
  • Use Snapchat as much a possible before running a campaign on it

Sign up for SMW Insider, our premium video platform that provides you with access to the latest trends, insights and best practices from leading experts, brands, agencies, publishers, and platforms.




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