While Snapchat's game-like, whimsical interface may not seem to be the obvious go-to for communicators at b2b companies, the platform has plenty to offer any brand looking to explore a new channel for audience growth. Take a look at GE, for instance: Its interactive in-airport snaps saw a multitude of engagements with consumers who had yet to align the b2b giant with the airline industry, and the company continues to be heralded as a leader in social media in the b2b space.
PwC, a professional services organization, is another b2b company that has seen success with its Snapchat content strategy. Larissa von Lockner, a social media lead and member of PwC's creative team—who will be speaking at PR News' The Social Shake-Up on May 23, 2017, in Atlanta—shares some best practices here, paired with PwC Snapchat content following those principles:
1. Keep it raw: Content should feel fun and in-the-moment.
Interested in an immersive deep-dive into all things social media? Visit The Social Shake-Up site and view the full agenda and speaker roster for the annual event, which will be held May 22-24, 2017, in Atlanta.
2. Planning leads to success: Think through content before production and make sure to have a storyline.
3. Engagement is everything: Use calls to action, play games and respond to followers in order to create an interactive experience.
Follow Larissa: @LarissVon
Follow Sophie: @SophieMaerowitz