How to Market Your Business on Instagram Stories and Snapchat
The rise of multimedia sharing tools like Snapchat and Instagram Stories offers an unprecedented opportunity for small business owners to engage with potential customers. Posting brief videos that expire just 24 hours later makes it easier than ever to experiment with new content themes, boost visibility, and grow your following. Here are three ways to market your Etsy shop on timebound video platforms.
Releasing privileged information about new products, discount codes, and upcoming sales incentivizes followers to check in with your video content regularly—and to share their exclusive intel with friends.
Posting time-bound videos also creates a sense of urgency that’s hard to replicate with other mediums. While a newsletter subscriber may let an email stagnate in their inbox for a few days, they’ll likely watch more of your video updates knowing that the content will be gone in a matter of hours. Since it’s a best practice to share this type of content daily, teasing out larger product and sale announcements over the course of a few days can help build interest and increase engagement before a big reveal.
Many brands with large social followings on Instagram and Snapchat are noted for posting relatable, candid content, whether that’s talking through a particularly memorable experience from their day or documenting a trip to the local coffee shop for an afternoon pick-me-up.
Round out the story of your small business lifestyle by incorporating behind-the-scenes aspects of your creative process. Try taking your followers on a walkthrough of your workspace, explaining a favorite tool or technique, or filming an unboxing video of what customers receive after ordering from your shop.
If you’re struggling to feel comfortable expressing your voice and narrative through video, imagine you’re sharing updates with a friend. Keep things natural and relatively unstructured. As an online business, off-the-cuff content humanizes your brand, fostering a more authentic connection with followers.
An integral way to gain exposure for your videos is to tap into the social aspect of the sharing tools. Use the mention function on Instagram Stories to tag other handles when relevant, and try the drawing or text tools on Snapchat to give brands a shout-out.
Timebound videos are also ideal for promoting in-person selling events. Whether you’re highlighting people and products in nearby booths or asking new customers to share their excitement about a purchase, you’ll simultaneously build buzz around the event and attract new followers.
Once you’ve mastered your own approach to video sharing, consider collaborating with influencers or other sellers to host a social takeover. Introducing content partners on your feed can provide a fresh perspective for your followers, and taking over another brand’s video story for a day is a great way to improve your own brand’s exposure. The format can be largely similar to your day-to-day video posts, but it’s smart to tie in any special interests, skills, or topics that cater to your partner’s audience. Don’t forget to build anticipation for the exchange by cross-promoting on your other social media channels.
Snapchat and Instagram are mobile apps and can be found below
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