White House Black Market?s recent introduction of a public Snapchat account is the latest example of how retailers are embracing the platform for its potential to more effectively draw in younger consumers compared to other social platforms through a mix of behind-the-scenes pictures and spotlighted products. 

The Snapchat ?Stories? feature, which enables users to upload a photo or video that can be seen by all of their followers for a 24-hour period, is now evolving into a marketing tool for retailers to tease fans with footage from company events or sneak peeks at new clothing lines. A slew of brands favored by millennials have jumped on the social bandwagon, including White House Black Market, Express and Lilly Pulitzer.

?The majority of users on Snapchat are between the ages of 18 and 25,? said Tamara Wilson, social media director at dbray Media Inc., Parsippany, NJ. ?Snapchat is well- suited for brands that appeal to this target audience.

?Snapchat helps to humanize brands,? she said. ?Because there is less pressure to create the perfect post, users are encouraged to add drawings and captions to the photos and videos they upload.

?This allows brands to show off a more ?personalized? side of their business.?

Hitting the target audience
The most important factor for retailers to keep in mind when deciding whether to tread into Snapchat territory is the social media usage of their target audience.

A brand geared toward consumers ages 40 and up may not find much marketing dynamite in a public photo-sharing account, while a teen-friendly store can likely ramp up its followers and connect with its customers on one of their most frequented platforms.

?Snapchat can be a valuable marketing tool for retail brands that have a target audience that engages in this social media platform,? said Ken Morris, principal, Boston Retail Partners, Boston. ?According to comScore research, Snapchat is most popular for the 24 and under demographic, which makes it an ideal network for brands that appeal to the younger generations.?

Snapchat?s Stories feature has the ability to offer a feeling of inclusion to many users, which may be valuable in bolstering loyalty. Resortwear brand Lilly Pulitzer recently visited Nantucket with several publishers, including Town and Country Magazine, and documented the entire weekend trip on its Snapchat account.

Followers could see company representatives attending bonfires, donning branded gear and talking with other revelers at exclusive parties. Users were able to feel as if they too were on the trip, therefore creating an additive second-screen experience.

Snapchat?s new sponsored geofilters are also proving their value in mobile marketing. Brands such as McDonald?s are taking to social media to invite their customers to snap photos in their physical establishments, emblazon them with branded geofilters and send them to friends or family (see story).

This may plant the seed for a future purchase with another consumer.

Streamlining social media
One potential pitfall retailers must ensure they avoid is rolling out an oversaturation of social media accounts, with not enough staff to effectively keep up with posts and engage with fans. It is more prudent to have public accounts on a select few social networks that brands know their customers frequent, and maintain strong strategies for those.

?Retailers should focus their activities on the same social media platforms where their customers are engaged,? Mr. Morris said. ?As consumer habits shift and new social media platforms emerge, retailers need to keep a pulse on and react to the latest trends of their target audience.

?Savvy retailers not only engage in social media platforms where their customers are, but also in the ones they are shifting to. Luxury brands should consider participating in the social media platforms where aspiring shoppers are active as a way to attract new younger customers that will one day be their brand enthusiasts.?

If retailers are unsure of the best social media platforms to invest in, undertaking A/B testing would be a smart solution. However, for the millennial and under demographics, Snapchat appears to be a safe bet.

?Retailers should be mindful of their target audience and focus on the social networks that work for them,? dBray Media?s Ms. Wilson said. ?Marketers are more apt to succeed on social platforms relevant to their brand and customer base.

?Testing new social networks with relevant demographics can also be beneficial in further engaging with their desired audience.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York