When advertising on Snapchat and Instagram, brands face the question of whether to invest in paid media or strive for organic visibility. Below are examples of each strategy and where they are likely to work.
Organic Instagram posts: Victoria’s Secret
For brands that…can leverage the power of influencers
Teen-oriented and fast-fashion brands garner 75% of Instagram interactions with Specialty Retail brands, according to L2’s Instagram vs. Snapchat report. While many retailers use Instagram to appeal to younger consumers, Victoria’s Secret has been the biggest winner, attracting 26% of interactions in the category.
Because the brand’s models are also popular Instagram influencers, Victoria’s Secret can reach levels of organic visibility unattainable for most brands. When Victoria’s Secret Angel Alessandra Ambrosio shares content around the brand’s fashion show and her involvement as a model, the brand gets enormous exposure – at no additional cost.
Paid Instagram posts: Maybelline
For brands that…produce creative visual content
As ads saturate Instagram, brands must take unique approaches to stand out. In Beauty, tutorials are one way to do so. Maybelline used the carousel format to publish tutorials, rather than promoting a video ad – a savvy decision, since videos garner less engagement than photos. As users swiped through five images, they learned how to apply a smoky eye with the brand’s Rock Nudes eye-shadow palette.
Organic Snapchat posts: Warby Parker
For brands that…resonate with the young and cool
Warby Parker uses Snapchat to publish intermittent narrative bursts. For example, when the brand opened a store in Brooklyn, it posted 19 snaps. The retailer is also experimenting with playful content completely unrelated to the brand or its products, such as team dance videos – a format that works better on the casual, experimental platform than its highly manicured rival.
Paid Snapchat posts: Nike
For brands that…target the young and cool and have money to spend
“Margot vs. Lily,” a series of videos in which two sisters compete to win a fitness-focused bet, demonstrates Nike’s efforts to win over millennial women with engaging content. By choosing Snapchat, Nike brands itself as youth-oriented and innovative. And by paying to advertise on the platform’s Discover section, the brand can broaden its reach beyond organic visibility.