Snapchat is a unique social media platform in that the content disappears 24 hours after posting. Content takes a visual form—either in short 10-second long videos, or photos with text, stickers, and drawings overlaid on the image. Content can be shared between individuals or shared to a publically viewable "story." Snapchat can only be used from a mobile device, and analytics are very limited.
Content that we’ve found to be most engaging for prospective students includes video and image combinations tied together in a story that shares brand personality and takes the audience behind the scenes of events. Prospective students view Snapchat as a way to see what life is like for real students on campus. These audience members tend to engage with content through watching and responding.
Content that we’ve found to be most engaging for current students is user-generated content and behind-the-scenes feature stories. Current students tend to engage through creating content and responding to our content.
Audiences and Content
In University Communications’ experience, Snapchat is particularly effective for reaching prospective and current students.Content that we’ve found to be most engaging for prospective students includes video and image combinations tied together in a story that shares brand personality and takes the audience behind the scenes of events. Prospective students view Snapchat as a way to see what life is like for real students on campus. These audience members tend to engage with content through watching and responding.
Content that we’ve found to be most engaging for current students is user-generated content and behind-the-scenes feature stories. Current students tend to engage through creating content and responding to our content.