Why Snapcodes Are the Future of Higher Ed Marketing

Snap Inc. has been a publicly traded company for over a month now and is starting to feel the heat. Facebook recently unveiled their own version of the “stories” feature that utilizes smart filters resembling Snapchat’s popular “lenses.” Instagram has also been competing for a slice of Snapchat’s 150-million active users, adding their own “stories” feature in August of last year. Since then, Snapchat story views have declined by roughly 40 percent. So what has Snapchat created to stay ahead of the competition? Snapcodes.

Snapchat has reinvented the QR code and made them accessible for businesses and users alike, opening up a whole new advertising medium. Snapchat had already implemented this technology for users to easily add each other as friends on the social media app but have taken it a step further and allowed both users and brands to create snapcodes that direct users to a custom URL. While only 21 percent of American smartphone users reported using QR codes, Snapchat’s take on this technology is more promising because of their immense base of users, and, unlike QR codes, users don’t have to download or use another app to take advantage of them.

Now that snapcodes are becoming increasingly popular, let’s take a look at how snapcodes can be used to reinvent your higher education marketing strategy.

Snapcode Marketing Ideas

Desktop has traditionally been viewed as the primary source for reaching potential students, but higher education marketers need to consider that 2017 is the year of mobile. In fact, mobile-only internet usage is being driven primarily by Millennials, with 21 percent abandoning desktop computers altogether. Additionally, Snapchat is reportedly reaching 41 percent of 18 to 34 year olds in the U.S. daily. Add this impressive reach with the interactive aspect of snapcodes and you have the perfect avenue for higher education marketers to engage potential students and generate more leads.

Snapcodes For Digital Marketing

Instead of adding a plain, boring URL at the bottom of an advertisement, brands can now add a snapcode that stands out and grabs the audience’s attention. A custom snapcode can be created in under a minute from a mobile phone or desktop and can be used in television ads, on posters, as stickers, and more. The possibilities are endless.

Snapcodes for Rocky Horror

Credit: FOX

The first instance of snapcode marketing was used during The Rocky Horror Picture Show live television event. Rocky Horror is known for its audience participation, making it a prime choice to feature the first snapcode used on television. Snapcodes were used between the show and commercials to lead the audience to exclusive Rocky Horror content as part of Snapchat’s “Snap to Unlock” campaign. Sprite, Uber, and NBC Universal have executed “snap to unlock” marketing campaigns as well that unlock special edition Snapchat lenses, geofilters, and product websites.

Rocky Horror and Uber may be slightly different from higher education, but universities can engage their own audience in similar ways by placing snapcodes in the bottom corner of a television or digital signage advertisement, sending viewers to the university’s landing page or even lead page. Television viewers tend to tune out commercials, but the interactive qualities of a snapcode are more likely to engage them and keep their attention on your brand.

Snapcodes For Print

With all of this digital talk, don’t worry if your university still uses mailers, posters, flyers, or even billboards as part of their marketing strategy. Snapcodes can still be utilized for print! In fact, snapcodes will help bridge your print advertising into the digital world.

Snapcodes for NBC Universal

Credit: NBC Universal

NBC Universal created a “snap to unlock” campaign for their movie The Girl on the Train that was seen on billboards across the country. They made sure the add was mysterious, intriguing, and featured an extremely large snapcode to ensure people weren’t confused about what to do next. Once a person scanned the snapcode they were given access to special geofilters that promoted the movie and sent to the movie’s website.

When potential students come into contact with a higher education flyer or poster, snapcodes will make it easier to lead them towards your website and further down the funnel. Whether it is a special event, lead page, or promotional video, the snapcode will lead them there with ease.

How To Make Snapcodes

Now that your creative juices are flowing and you understand the potential of snapcodes, let’s make one.

Step 1:  Head to Snapchat.com and click on Snapcodes in the top menu. Enter the URL you want the snapcode to direct to and click Make a Snapcode!

Step one: How to make a snapcode

Step 2: Brand your snapcode by adding a custom image.

*Pro tip: Make sure your image is smaller than 400 x 400 pixels so it fits within the ghost.

Step Two: How to make a snapcode

Step 3: Download your snapcode and start your new digital marketing campaign!

Step Three How to Make a snapcode

Circa Interactive's custom snapcode

Thought of a new way to use snapcodes for your marketing strategy? Let me know in the comments below!

Audrey-for-site

Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

7 Snapchat Accounts Every Marketer Should Follow

Social media and communication (as we know it) were changed forever when Snapchat launched in September of 2011. After gaining popularity among millennials, Snapchat has grown rapidly and now boasts over 150 million daily users, passing Twitter’s daily usage of 140 million daily users. It seems that almost everyone is using this app to communicate with friends, catch up on the latest celebrity gossip, and even read the day’s headlines, but are they using it to its full potential?

Read more: 5 Ways Snapchat is Changing the Way We Communicate

Besides sending funny pictures to friends, this service can also be used to stay up on the latest trends in marketing. There are hundreds of companies, entrepreneurs, marketers, and other successful business men and women who actively share tips, tricks, and their own experiences. After following a number of Snapchat accounts and actively watching, I’ve put together a list that every marketer should follow.   

*Pro Tip: Take a picture of any of the Snapcodes next to their name using Snapchat to automatically follow their account!

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University of Michigan: UofMichigan

The University of Michigan is a prime example of how a university can implement Snapchat into their own digital marketing campaign. After launching their account in February 2014, they became the second university on the platform. Michigan attracts current students to their account by utilizing Snapchat to show off lesser known areas of campus, highlight student exhibits, and hold interactive contests and activities. Prospective and incoming students are given the chance to interact with the university through their #AskUMich campaign that answers questions and addresses concerns utilizing the chat feature. Overall, Michigan’s account is an exceptional account to follow for inspiration on how to create interactive campaigns for any digital marketing venture.

Learn more: University of Michigan’s launch and overall Snapchat marketing strategy

 

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Michelle Obama: michelleobama

First Lady Michelle Obama is an unexpected person to see on Snapchat because she is the wife of the President after all. Her joining Snapchat is similar to how the Kennedys were the first Presidential pair to be shown on television. Michelle Obama is the first, First Lady to utilize a social media platform like Snapchat. The First Lady created an account because more than half of 13 to 34-year-olds are using the app. Working with this younger generation has been her main focus while in office so she decided it would be the perfect medium for her to communicate with them. Besides giving her followers a behind-the-scenes look at her life in the White House, the First Lady has utilized the application to promote her Let Girls Learn trip to Liberia, Morocco, and Spain this past July. This specific marketing campaign is a prime example of how to broadcast an event or trip through Snapchat. FLOTUS built up hype surrounding her trip using the application by regularly speaking on the subject and sharing details of the trip. Once she was traveling, she gave her followers a look at the lives of the girls she was there to help and made it feel as if you were there with her through photographs, interviews, and videos of the discussions held in each country.

 

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Justin Wu: Hackapreneur

Justin Wu is the founder of Growthly and an avid user of Snapchat. Jason gives his followers an inside look at what life is like during the early stages of a startup. From big meetings to his downtime coming up with new ideas, Justin provides tips on presenting, growth marketing, and creating a successful startup. Jason recently went to the WSJD Live and Snapchatted the entire event. He held interviews, asked for commentary from his followers and held a live follow up discussion on Snapchat after the event. Wall Street Journal even had Justin cover the WSJD Live event for their Discover page!

Check out: Justin’s coverage of his whole WSJD Live Journey

 

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Dan Knowlton: danknowlton1

Dan Knowlton is the co-founder of KPS Digital Marketing and author for Social Media Examiner. Dan’s Snapchat provides followers with a variety of marketing tips, industry updates, and a look into the life of an entrepreneur. Dan recently attended Get Social Kent and actively snapped his experience at the event. Dan shared helpful digital marketing insights from keynote speakers, gave an inside look of the event, and introduced key marketers at the event by holding interviews with them, asking about their marketing goals for 2017. Dan is an avid Snapchat user and provides a lot of insight on how to utilize the app to grow your own business.

Check out: Dan’s insights on Using Snapchat to Grow Your Business

 

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Gary Vaynerchuk: garyvee

Gary Vaynerchuk is the CEO of VaynerMedia and an established social media guru. Gary uses his Snapchat account to help teach others how to become successful in digital marketing through motivational snaps and valuable marketing advice. He encourages his followers to interact with him and send any questions they have about entrepreneurship, marketing, or growth hacking and will answer their question on his story. He continues this campaign across all of his platforms with #AskGaryVee. Gary gives his followers a behind-the-scenes look at the life of a CEO and all the hard work he puts in to accomplish his goals.

 

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HubSpot: hubspotinc

HubSpot is an inbound marketing software company. HubSpot’s social media strategy is a prime example of how companies can utilize Snapchat to show off their culture, educate their followers, and even help recruit new talent. In fact, HubSpot held a recruiting event via Snapchat this past July! In lieu of a resume, they asked hopeful applicants to teach them something in 60 seconds or less. By taking their recruitment completely digital, HubSpot was able to recruit from a specific audience and create a test that would result in employees that were the right fit for the position. Besides finding new uses for the application, HubSpot’s Snapchat is perfect for finding inspiration for your own company’s account.

 

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Morgan Brown: morganb180

Morgan Brown is the COO of Inman News and is a 15-year startup marketing veteran. Morgan provides innovative tips on growth and productivity and shares examples to help illustrate his points. He also invites his followers to ask him any marketing and growth hacking questions they may have. Through his interactive use of Snapchat and sharing real-life examples to his followers, Morgan is able to educate his audience and truly show them how growth works online.  

 

Have a favorite marketing guru you follow on Snapchat? Let me know in the comments below!

 

Audrey-for-site

Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

5 Ways Snapchat is Changing the Way We Communicate

Snapchat has roughly 26 million users in the United States, with 60 percent of those using the app aged 1334. In May, Snapchat’s dominance was established when it beat out Apple and Facebook applications to top the Apple iOS downloads chart for the first time. If you don’t believe Snapchat is worth your university’s time, consider the fact that 77 percent of college students use Snapchat daily. This app is designed for tech-savvy and content-hungry users. In other words, Snapchat is the perfect application to reach millennials, especially for universities looking to share a different side of their campus and boost interest in their brand.

This app alone has informed and shaped millennial culture through soundbites, chats, brief moments, and temporary flashes of content. Here I will discuss how it has begun to transform the way we communicate.

1. Creates a Sense of Urgency and a Need to Share ?

In basic communication, humans transmit information and receive instant feedback. The integration of texting and emailing, however, has enabled senders and receivers to sit and dwell on content before responding. Snapchat has changed the game by making messages available to view only once. In order to remember what was said or seen and reply appropriately, the user must reply as soon as  they’ve opened it. In effect, these temporary messages take away the ability to dwell and create a more real-time form of communication.

In true millennial fashion, Snapchat utilized emojis to further encourage a timely back-and-forth conversation. Snapchat added an array of badges and rankings that encourage you to consistently interact with friends. From becoming a best friend of another user to earning awards for sending snaps, a Snapchat user is constantly encouraged to keep sharing. One example of this quest for badges is the ?  emoji. By keeping a conversation going for more than a day Snapchat will recognize the streak and add a ?  emoji next to their name.

Snapchat has created a way for people to constantly update and share content with their friends with little effort. A picture is worth a thousand words and Snapchat has created the perfect medium to share these visual stories with friends.

 

2. Provides an Inside Perspective of Faraway Places ?

Snapchat has enabled people from all over the world to share their story. With the addition of live story streams and Story Explorer, users are able to get a peek of what life in other cities, states, and countries is like. Snapchat regularly features cities from around the world and features them on the app with a live feed of Snapchats from people in the selected city. For example, tapping on the “Rio” feed instantly transports users to the lively city in Brazil and provides a peek at life through the eyes of everyday citizens.


Besides cities, live feeds are perfect for sharing events. From a higher education perspective, this is the ideal platform to share student events, football games, community outreaches, and more. Snapchat provides universities the unique opportunity of sharing experiences from a wide array of the campus population. By utilizing a live feed, or a Snapchat account altogether, a university is now able to show prospective students what life on campus is like from a student’s point of view. The students who Snapchat their experiences  are nurturing their connection to the university and sharing student stories on Snapchat can result in higher student interest, and help prospective students to determine if a school is a right fit for them.

More on: Leveraging University Events for Your SEO Strategy

 

3. Share the Full Story, Instead of Just Highlights ?

Snapchat enables users to not just share the best picture out of their daily experiences; it encourages them to share the full story. Many users channel their creativity to share their day from the moment they wake up, to the moment they go to sleep.

Just last week Snapchat announced the next generation of stories: Memories. Users will now be able to save their snapchats and combine them with other photos on their phone to create custom stories that they can then share with their Snapchat friends. This new feature allows users to completely customize their content and share their experience from their own perspectives.

 

Instead of uploading  a few photos on Facebook or posting a 140 character tweet on Twitter, universities can utilize Snapchat to complete their “social story”. Using a mix of video and pictures, a university can share a campus event from beginning to end. A great  example would be using Snapchat to share a graduation weekend with their audience. The university can not only share captured moments of graduates but of the ceremony, award banquets, speeches, and more. By sharing moments in this way, a university can create a sense of community and become relatable to current and prospective students.

 

4. Digital Messages Have Become Personal ?

Customizing content doesn’t just mean choosing how long a picture is able to be viewed or writing a caption to accompany the picture. Snapchat has taken storytelling to the next level by encouraging users to draw, write, sticker, and filter their pictures to add a personal touch and have fun doing it! The newest Snapchat features, similarly to  Lenses and Discover, enable users to interact with the content they view and share.

Lenses is Snapchat’s upgrade for the average selfie. Now users can transform into a myriad of animals, characters, and even other people using these smart filters. The most popular example of a Lense would be Taco Bell’s Cinco de Mayo filter that transformed users into actual tacos. Taco Bell was able to market, create brand awareness, and even set a new record by using Snapchat’s features to engage and interact with their customers.

Circa Interactive Team Using Snapchat's Lense Feature

A university could create a Lense for a football game that would engage students in attendance and encourage them to share their stadium experience. By creating an interactive university brand, prospective students are shown the campus community and current students will feel more engaged and a part of their school’s conversation.

Snapchat’s Discover features channels for a group of brands to broadcast their own content. These brands are lucky enough to be able to market themselves by engaging their audience and creating a conversation through interactive content. Another ability users have when using Discover is being able to directly share their favorite pieces of content with their Snapchat friends. Instead of having to explain and describe what was so funny, simply holding a finger on the screen allows users to instantly show their friends why they are laughing.

 

5. Bringing News Back into Millennial Life ?

All of this interactive content has lead to journalism becoming attractive to millennials again. A study conducted by Wibbitz found that 40 percent of millennials rely on digital outlets for their news, while 23 percent primarily get their news from social media. Snapchat has jumped on this finding and added news outlets to Discover. An overarching theme in this article is interaction. Millennials love to interact with content, so why not the news? A big step in this new territory occurred when the Wall Street Journal joined Snapchat. Once this media-giant joined the ranks, it was made clear Snapchat is the way to reach a millennial audience. CNN and National Geographic are among the 24 other media companies that have also joined the application in hopes of delivering journalistic content to this demographic.

150 million people visit Snapchat daily, yet a Discover channel may only get 1 million views a day. Snapchat has announced new updates will occur in an attempt to fix this and bring in more ad revenue. While this application has begun to deliver newsworthy content, we will have to wait and see how this feature evolves. All of this aside, Snapchat has undeniably transformed our means of communication, created new opportunities for brands and universities and even brought personality back into a digital world.

 

Audrey-for-site Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.