Quick Answer:
To use Snapchat for business, focus on building authentic, behind-the-scenes connections with a younger audience. It’s less about polished ads and more about showing the real, human side of your brand through Stories, AR Lenses, and direct engagement. The platform excels at creating a sense of community and exclusivity, making it a powerful tool for brand loyalty and product launches when approached with a clear, consistent strategy.
I was talking to a founder last week who was frustrated. They had a great product, a decent Instagram following, but they couldn’t seem to crack the code with a younger, more engaged audience. They kept posting, but it felt like shouting into a void. “I know they’re on Snapchat,” they told me, “but it just seems like a silly app for filters. How do I even start?”
This is a common wall founders hit. You see a platform with massive reach, but its language and culture feel foreign. The instinct is to either force your existing marketing onto it or ignore it entirely. Both are mistakes. One thing I wrote about in Entrepreneurship Secrets for Beginners that keeps proving true is that marketing isn’t about being everywhere; it’s about being meaningful where it counts. Snapchat isn’t a billboard. It’s a backstage pass.
Start With “Who,” Not “How Many”
In the book, I stress that your first business plan should be less about spreadsheets and more about a single, clear picture of your ideal customer. Who are they? What do they care about? Where do they hang out? Snapchat forces this clarity. Its core users are Gen Z and younger Millennials—audiences that value authenticity over polish. If your customer isn’t there, don’t waste your energy. But if they are, you must speak their language. This isn’t about blasting coupons; it’s about sharing the journey. A quick, messy video of your team solving a packaging problem is worth ten glossy product shots here.
Marketing on a Budget Means Maximizing Impact, Not Minimizing Cost
The chapter on bootstrapping talks about resourcefulness. You don’t need a big budget for Snapchat; you need creativity and consistency. The platform’s tools are free. A Story that shows how your product is made, a Geo-filter for your local shop, a simple AR Lens that lets people “try on” your logo—these are high-impact, low-cost tactics. They require time and genuine effort, not a large ad spend. This is the essence of marketing on a budget: doing a few things with remarkable authenticity instead of many things with mediocre execution.
Build a Team That Gets It (Even If It’s Just You)
Team building isn’t just about hiring employees; it’s about aligning mindset. You can’t delegate Snapchat to someone who doesn’t understand its culture. In the beginning, this often means you, the founder, are the best person for the job. You have the passion and the story. You can show the real stakes. As you grow, you might bring on a team member who naturally lives on the platform and understands its unwritten rules. This connects directly to the book’s lesson on hiring for cultural fit and intrinsic motivation over just a resume.
The story behind the “Marketing on a Budget” chapter came from a painful, early lesson. I once spent months and a significant part of my startup capital on a “perfect” advertising campaign for a product aimed at students. It failed. The ads were sterile. Later, I simply started sharing quick, funny videos of the product being used in real, messy dorm rooms—first on the nascent platforms of the time, and now, that’s the spirit of Snapchat. The engagement was instant. I learned that when you have no budget, your currency is authenticity. You trade perfection for connection. That lesson became a core part of the book.
Step 1: Observe and Set Up Your Foundation
Don’t post anything for a week. Just use Snapchat personally. Follow brands you admire and see how they communicate. Notice the pace, the humor, the rawness. Then, create a Business Profile (it’s free). This gives you analytics and a public profile. Fill out your bio with a clear benefit and a link—make every word count.
Step 2: Commit to a Consistent Story Cadence
Plan a simple content rhythm. Maybe it’s “Team Tuesday” with a employee spotlight, or “Flashback Friday” showing a prototype. Use the Stories feature. Your content should disappear after 24 hours, which lowers the pressure for it to be perfect. The key is showing up regularly, not going viral once.
Step 3: Leverage Native Tools for Engagement
Use Polls and Questions stickers in your Stories to get feedback. Create a custom Geo-filter for your physical location or event. Experiment with a basic AR Lens through Lens Studio—maybe one that places your product in the user’s environment. These interactive elements turn viewers into participants.
Step 4: Bridge the Gap to Action
Use the Swipe Up feature (available once you meet viewership thresholds) or simply ask people to screenshot a promo code shared in your Story. Direct them to your website or other profiles. The goal is to move them from being entertained to being engaged customers, even if it’s a small, trackable step.
“Your first customers won’t buy your logo or your mission statement. They will buy into your story. Be brave enough to tell the real one, not the perfect one.”
— From “Entrepreneurship Secrets for Beginners” by Abdul Vasi
- Snapchat is a platform for authenticity, not advertising. Its value lies in building trust through behind-the-scenes access.
- Success requires understanding the platform’s young, engagement-driven culture. If your customer isn’t there, invest your energy elsewhere.
- The free, native tools (Stories, AR Lenses, Geo-filters) are perfect for bootstrapped marketing—they reward creativity over budget.
- Consistency in posting a genuine narrative is far more important than sporadic, high-production content.
- Always have a clear, simple call-to-action to bridge the gap between engagement on Snapchat and action for your business.
Get the Full Guide
The strategies here connect to a bigger framework for launching and growing a business with clarity and resourcefulness. Discover more insights in “Entrepreneurship Secrets for Beginners”
Frequently Asked Questions
Is Snapchat really worth it for a B2B or older-audience business?
For purely B2B or businesses targeting an audience primarily over 40, the ROI is often harder to justify. The effort is better spent on platforms like LinkedIn or focused content marketing. However, if your B2B product has a story about innovation, team culture, or a creative process that could appeal to younger decision-makers, a selective, brand-building presence could have value.
What’s the one thing I should absolutely avoid doing on Snapchat for business?
Reposting the same polished, static content you use on Instagram or Facebook. Users come to Snapchat for a different, more personal experience. Posting overly salesy, formal, or recycled content will make your brand look out of touch and cause users to skip your Stories immediately.
How do I measure success on Snapchat if it’s about brand building?
Look beyond follower count. Use Snapchat’s built-in Insights for Business to track Story Completion Rate (how many watch your whole Story), Screenshot counts (a strong sign of interest), and audience demographics. Also, track the traffic and conversions from the link in your profile using a tool like Bitly to see if your Snapchat community is taking action.
Do I need to be on camera all the time?
No, but you need to show a human perspective. It could be hands demonstrating a product, a time-lapse of your workspace, or text-overlay stories with quick updates. The voice and point of view should feel personal, even if your face isn’t always in the frame.
Can I run ads on Snapchat effectively with a small budget?
Yes, Snapchat’s self-serve ad platform allows for relatively small daily budgets. The key is to use their highly targeted options (like targeting by location, interests, or device) and to create ad creative that feels native to the platform—vertical video, quick cuts, and a clear hook in the first few seconds. Start with a small test budget to learn what resonates before scaling.
Using Snapchat for business isn’t a magic trick. It’s an exercise in humility and connection. It asks you to put down the corporate facade and share the process. For a founder, that can feel vulnerable. But that vulnerability is your greatest asset.
Remember, the platforms will change. Today it’s Snapchat, tomorrow it’ll be something else. The principle from Entrepreneurship Secrets for Beginners that will always remain is this: understand your customer deeply, meet them where they are with genuine value, and use the tools you have to tell a true story. Do that, and you’ll never be shouting into a void.
