Among several innovations and investments in play, Snap is keen on making its mark with SMB marketing. Using local lenses, Maps and other endemic Snapchat fare, it’s reaching the coveted Gen Z and driving their local behavior.
Localogy’s Mike Boland sat down with SNAP’s Rachel Downer to better understand how they are helping small businesses use the platform to grow their businesses.
Key Takeaways
Here are a few key messages that we gleaned from Mike’s conversation with Rachel.
- Downer, formerly at IAC, has been with the company for five years. Her role is to help develop strategies for serving the small business community.
- The advantage SNAP has over other social platforms is its ability to provide access to younger consumers. She says GenZ represents around $5 trillion in economic power, which helps explain why this demo is so coveted. As Rachel puts it, SNAP is the “preferred platform for millennials and GenZ.”
- Rachel also notes that SNAP is a high-engagement platform, with about 40 opens per day on average.
- Mike and Rachel reviewed each of the advertising options available to SMBs. These included Maps, Local Lenses, AR Filters, and more. While these products might seem complicated to the uninitiated, Rachel insists it is “not as scary as it seems to build out these ad products.”
- Rachel confirmed that they are open to partnering with platforms that can help SMBs “get on SNAP more easily.”
- She made it clear that while the platform is strong with younger consumers, they are also seeing solid usage growth among older consumers with 34+ being its second fastest-growing demo.
SNAP through a Local Lens
Rachael Downer, Snap
