BUSINESS

  SOCIAL MEDIA

SNAP TO IT!

THREE REASONS TO TRY SNAPCHAT; THREE EASY STEPS TO GET STARTED

JUSTIN BAZAN, O.D.

I’M SITTING here rubbing my social media crystal-bald head, and I’m having a vision of Snapchat becoming an essential — if not extremely useful — social media platform for small businesses, namely your optometry practice. Snapchat, once thought by many — myself included — as a fad for teens, has a user base of more than 150 million, according to a June report from “Bloomberg.”

Here are the top three reasons to try Snapchat as a marketing tool for your practice and how you can get started.

1 IT’S GOT BUZZ

Snapchat is gaining in popularity, and it’s expanding its core users. While it started with teens, today, we are seeing an adoption beyond just the “kids.” In fact, on any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States, the company indicates. That means, young professionals and new families are using the platform!

2 IT’S INSANELY FUN

Give it a try! Snapchat does a fantastic job of providing timely and relevant content and features. Especially relevant are the Snap lenses that often feature highly engaging, super silly eyewear! (Check out the “Glossary” or tinyurl.com/SnapLenses for more information on this feature.) The technology uses advanced animation and special visual effects to superimpose the lens onto the person in the photo. Keep in mind, those funs Snaps don’t have to live solely in the application. You can export your Snaps to other social media channels, such as your Facebook Page.

Example of Snapchat lens, bit.ly/2bGWCeg, featuring Dr. Bazan.
(Courtesy of Park Slope Eye.)

3 ADVERTISEMENTS ARE LIMITED

Right now, only a few big brands are allowed to curate content and run ads. Also, the ads are very different from those on other social media channels. Specifically, they are often roughly 10 seconds and have a “homemade” feel to them. Study up. I think one day, soon, your small business will be able to create ads too!

INTRODUCING SNAPCHAT

So what now? Get started by adding this application to your social media marketing plan! Here are the top three things you need to do:

1. Get on and start using it personally. By using Snapchat personally, you will gain the experience and insights you need to use it successfully for your business. Additionally, you will learn from a user perspective what does and doesn’t work well on the platform. That knowledge can be translated and applied to your business’s Snapchat account.

2. Follow some pros. Snapchat users love getting a more personal, less stoic and professional side of you and your office. Follow DrPimplePopper to get a sense of how to blend professional with personal. In the eye care world, follow DrVinNYC and my practice at ParkSlopeEye.

3. Get ready for more. More business features will roll out. For now, you can create a geofilter. (See “Glossary” for more info or tinyurl.com/SnapFilter.) For a nominal fee, you can create your own custom Snap filter that you, your patients and your potential patients can overlay onto Snaps! ParkSlopeEye already has done one. Send us a message on Snapchat to find out about our experience with it.

NOTHING TO LOSE

Snapchat is quickly developing into a capable marketing tool. Gain some experience with it to decide whether it’s a platform you should incorporate into your digital marketing. It’s an exciting time! Why not give it a shot? All the cool kids are doing it! OM

DR. BAZAN is founder of Park Slope Eye, in Brooklyn, N.Y. He is a member of the AOA, NYSOA and the American Academy of Orthokeratology & Myopia Control. In 2014, he received financial compensation for services from Allergan, Bausch + Lomb, Vision Service Plan, Luxottica, The Vision Council and Foster Grant.