Don’t Look Now But SnapChat Emerges for B2B Marketing

Source: MIH83 at

SnapChat is one of the largest social media platforms in the world with an estimated 150 million users, but is rarely thought of as a place for business to business marketing. At first glance, this makes sense. Its user base is primarily under the age of 34, messages only last for 24 hours, and it’s where people go to post selfies with silly doodles added on. None of which are really serious enough for the serious world of serious business, right?

Maybe not. Renee Yaeger at argues that these characteristics may be exactly why businesses should incorporate it into their B2B marketing strategies. Snapchat’s casual and fleeting messages allow potential customers/consumers to look behind the curtain and get a feel for your company by actually seeing employees in less staged environments and situations.

These impressions warm customers to your company because it humanizes the brand. Cisco made use of this by allowing its employees to take over its Snapchat account and post their own stories. This marketing move allows Cisco to broadcast its work culture to acquire new talent and humanize their company to potential customers.

It’s easy to overlook opportunities that don’t meet our initial assumptions or expectations. SnapChat doesn’t look like a B2B marketing app, but it can be used for one. The trick is to find where it can be used to humanize your brand and then leverage that humanization to drive sales and acquire talent.

Published September 14, 2016 by Luke Severn.
Categories: B2B Marketing, Snapchat