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Growing your Audience

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Digital Marketing - Study Notes:

Getting executive buy-in

So just like our Instagram slide, getting executive buy-in to your Snapchat strategy is super important. And, of course, with Snapchat, people are way more confused about it than Instagram, so you really need to educate your extended team and stakeholders.

Consider these personas Ryan is 35 years old. He’s an Instagram user. He feels like Snapchat is for 18- to 34-year-olds.  Then we have Sheila, who’s a CMO and she’s heard that Snapchat was the next thing for millennials. She wants to bring this social channel to their strategy.

So just like with Instagram, you can do this by hosting an educational lunch or creating a best practices strategy manual because you really want to educate why Snapchat would be important for your marketing mix.

Growing your audience: Organic

You want to have as many followers and a big audience.

Follow these steps to do this:

  • Content: Create on-brand content that is of high-quality use.
  • Story: Tell an interesting Snapchat story to engage your audience.
  • Behind the scenes: Use behind-the-scenes or interview content. For example, you could interview your CMO, or C-level executives to really show that behind-the-scenes stuff that you don’t see on other marketing campaigns.
  • Contests: You can run contests, which are great for engagement and user growth.
  • Influencers: You can use influencers and they can do Snapchat takeovers because they understand the platform so well and they can tell a great story.
  • Publicity: Announce your Snapchat account on other platforms. That could be Twitter, Instagram, or Facebook. This will drive your already engaged audience onto Snapchat and educate them to let them know you are active there.
  • Offline: Integrate with offline marketing channels. So you could have a billboard and you can have your little QR code or flyers. You could let them know that you have a Snapchat account as well.

Growing your audience: Paid

Going through paid channels to grow your audience will have exponential results.

  • Influencers: There are many Snapchat influencers who are costly. However, they have millions of followers that can give a strong ROI and bring their following to your account.
  • Advertising: Snapchat advertising and discovery channel is another way with a high barrier of entry to capture the correct audience through targeting them with your content.
  • PR: Working with a PR firm with strong relationships with the media can also help promote your Snapchat channel.

Role of influencers

A Snapchat influencer is really similar to an Instagram influencer. You want to use people who understand the app, who are in a certain niche, and who can drive a lot of followership and, of course, know how to use the platform well.

Snapchat influencers are a little bit more creative because they have to use the Snapchat tools to do so to create some storytelling abilities. Each influencer has their own pay rate and requirements. You will need to research comparable rates and connect with your influencer to execute your campaign. It is preferable to have this in a contract.

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Kate Talbot

Kate Talbot is a Growth Marketing consultant at Vidder Inc., best-selling author of "Oh Snap! You can use Snapchat for Business" and regular contributor to online publications such as Social Media Examiner, Engadget and KISSmetrics. Passionate about building brands through demand generation and strategic partnerships, Kate's expertise in social apps are unrivaled. 

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

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    Instagram and Snapchat
    Kate Talbot
    Skills Expert

    This module dives deep into the leading app-based platforms, Instagram and Snapchat. It begins by outlining the benefits of using social apps in your campaigns. Then, it teaches you how to navigate the key features of Instagram and Snapchat, and how to create fully optimized posts on both platforms. Next, it provides best practices for managing Instagram and Snapchat accounts effectively and covers how to run engaging ad campaigns on each platform. Finally, it provides you with the knowledge to analyze performance on each channel using analytics tools.