8 Snapchat Mistakes to Avoid (and How to Fix Them)

Snapchat has become an indispensable tool for businesses and marketers looking to connect with the app‘s highly engaged user base. But creating successful Snaps is easier said than done. To make a real impact, you need a strategic approach, a commitment to quality content, and a solid understanding of the platform‘s unique features and community.

To help you sidestep the most common pitfalls and elevate your Snapchat game, we‘ve compiled the top 8 mistakes we see brands making on the app. We‘ll dive deep into each issue and provide actionable solutions and examples you can implement today.

Mistake #1: Not Having a Clear Snapchat Strategy

One of the most widespread mistakes businesses make on Snapchat is diving in without a defined strategy. Just like any other marketing channel, posting haphazardly without clear goals and plans is a recipe for lackluster results.

Before you start snapping, take the time to outline what you aim to achieve on the platform. Are you looking to raise brand awareness, drive website traffic, showcase products, or provide customer service? Identifying your primary objectives will help steer your content and cadence.

It‘s also essential to intimately understand your target audience on Snapchat. The app is particularly popular with younger demographics. In fact, 75% of Snapchat users are under 34 years old as of 2024. Craft detailed personas that capture the demographics, psychographics, pain points, and motivations of your ideal Snapchat audience. Then, create content that speaks directly to their needs and preferences.

Consider these statistics that underscore the importance of a documented Snapchat strategy:

• 71% of marketers using Snapchat had a documented strategy in 2024 (up from just 34% in 2018)
• Marketers who document their Snapchat strategy are 75% more likely to report success on the platform
• Businesses with a Snapchat strategy see a 40% higher engagement rate on average

To develop an effective Snapchat strategy:

1. Set clear, measurable goals (e.g. "Increase Story views by 25% this quarter")
2. Define your target Snapchat personas
3. Determine what type of content will best resonate with your audience and serve your goals
4. Establish a content calendar and posting schedule
5. Assign team roles and responsibilities
6. Monitor analytics and optimize over time

Mistake #2: Posting Low-Quality or Boring Content

On Snapchat‘s fast-paced, visual-first platform, users quickly tune out content that falls flat. Blurry photos, shaky videos, walls of text, and boring Snaps will be skipped without a second thought. To attract and hold attention, you need thumb-stopping content that is visually compelling and instantly valuable.

Prioritize eye-catching visuals that incorporate Snapchat‘s unique features. Over 75% of Snaps sent between accounts use a filter, sticker, or lens. Follow suit by experimenting with these creative tools to give your content an original edge. Develop custom branded filters and lenses for an even bigger impact.

In terms of subject matter, always strive to inform, entertain, inspire or educate – and do it quickly. On average, users only spend 20-30 seconds consuming a brand‘s Story. Focus on punchy, fast-paced storytelling that leaves an immediate impression.

Some engaging Snapchat content ideas include:

• Behind-the-scenes looks at your office, events, or production process
• Takeovers from influencers, employees, or customers
• Mini vlogs documenting your day
• Exclusive promo codes or product previews
• How-to tutorials or tips related to your industry
• Polls, quizzes, and Q&A sessions

Look to brands like Taco Bell, Glossier, and the NBA for inspiration. They consistently churn out dynamic, personality-packed content that keeps users coming back. The NBA‘s Snapchat Stories, for example, mix game highlights, player interviews, and fan interactions to deliver well-rounded, irresistibly watchable content. The league has built a Snapchat following of over 35 million.

Mistake #3: Posting Too Infrequently or Inconsistently

Striking the right posting frequency is critical for sustained audience engagement on Snapchat. Post too little, and followers will forget you exist. Post too much, and you‘ll come across as spammy or annoying.

As a rule of thumb, aim to add to your Story between 2-5 times per week, at minimum. This keeps you top of mind without overwhelming. For maximum impact, post your Story content in a series throughout the day, rather than all at once. According to Snapchat, Stories that are posted over the course of the day have an 18% higher open rate than Stories posted all at one time.

Equally important is maintaining a consistent posting schedule. When followers know to expect new content from you regularly, they‘re more likely to actively check in. Use Snapchat Insights to pinpoint when your audience is most engaged, and build your content calendar around those high-activity windows.

Several tools allow you to schedule and automate Snapchat posts in advance, making it easier to stick to a steady cadence. Apps like Snaplytics, Mish Guru, and Snapchat‘s Business Manager can help you plan, schedule and analyze your Stories and ads.

Check out how brands like Everlane and Sour Patch Kids maintain consistent, engaging Snapchat posting habits:

Brand	Posting Frequency	Typical Posting Times
Everlane	3-4 times per week	10am, 2pm, 6pm
Sour Patch Kids	Once per day	3pm, 6pm

Both brands supplement their regular Story content with periodic takeovers, helping them fill their content calendars and reach new audiences.

Mistake #4: Making Stories Too Long

While you want to offer enough substance to keep users hooked, making your Stories too lengthy is a big mistake. Snapchat is designed for quick-hit, "snackable" content. Most users simply won‘t stick around for a 5-minute Story.

The ideal Snapchat Story is around 1-2 minutes long (or about 8-20 Snaps). This gives you enough time to convey your message and tell an engaging story, without asking too much of your audience‘s attention. Of course, the occasional longer piece is fine for major events or announcements. But in general, err on the side of brevity.

If you have a meatier story to tell, consider chunking it into multiple parts or chapters. Post each installment to your Story at different times throughout the day or week to build anticipation and encourage tune-ins. You can use creative cliffhangers or "To Be Continued" screens to create a serialized viewing experience.

To gauge whether your Story lengths are hitting the mark, keep a close eye on your view completion rates. According to Snapchat, the average Story completion rate is around 75%, meaning 3 out of every 4 users who start your Story will watch the whole thing. If your completion rates are notably lower, that‘s a sign your Stories may be dragging on too long.

Mistake #5: Ignoring Snapchat Metrics and Analytics

To craft Snapchat content that truly resonates, you need hard data on what works. The only way to get those insights is by religiously monitoring your Snapchat metrics.

Snapchat‘s native analytics tool, Insights, offers a wealth of valuable data on your account‘s performance. Some key metrics to track include:

• Story Views: Total number of times your Story was viewed
• Story Completion Rate: Percentage of viewers who watched your entire Story
• Screenshots: Number of viewers who screenshot a Snap in your Story
• Average Screen Time: How long the average user spends viewing your Story
• Audience Demographics: Breakdown of your followers by age, gender, location, etc.

Use this data to zero in on your top-performing content themes, formats, and posting times. Double down on what works, and continuously iterate to give your audience more of what they want.

While Snapchat Insights is a great starting point, you may want to supplement with a more robust third-party tool. Snaplytics, for example, provides advanced Story analytics, including drop-off rates, open rates, and reply rates. Delmondo is another popular option, used by the likes of ESPN and NBC. It offers features like automatic Story tracking, real-time insights, and influencer analytics.

Whichever solution you choose, make checking your analytics a regular habit. Look for trends and outliers, and use those learnings to perpetually refine your strategy. The brands that win on Snapchat are often the most data-driven.

Mistake #6: Failing to Engage with Followers

At the end of the day, Snapchat is a social media platform. To make the most of it, you need to be, well, social. That means proactively engaging with your followers and fostering a sense of two-way communication.

Luckily, Snapchat offers several features designed for audience interaction. Use polls and Q&As to solicit feedback and opinions from your viewers. 65% of users who see a brand‘s Snapchat Story also engage with at least one interactive element. Host influencer or employee takeovers to infuse fresh perspectives and cross-pollinate audiences.

Call out individual followers with personalized shoutouts and replies. When a user takes the time to send you a private Snap or chat, make sure to respond promptly and authentically. Over 60% of Snapchatters say they‘re more likely to purchase from a brand that provides personalized service.

Beauty brand Sephora has built a vibrant Snapchat community by putting engagement front and center. The company regularly hosts customer takeovers, solicits product feedback, and showcases follower-generated content. Its "Sephora Squad" program recruits a diverse group of 24 beauty influencers each year to create exclusive Snapchat content and interact with fans. Through these efforts, Sephora has amassed an audience of 4 million – and 75% of its Snapchat followers say the brand‘s content has influenced a purchase.

Mistake #7: Not Cross-Promoting Your Snapchat

To get the most out of your Snapchat presence, you should be shouting it from the rooftops – or at least from your other marketing channels. Leverage your website, email list, and other social profiles to funnel traffic to your Snapchat and build your audience.

Snapchat makes this incredibly easy with unique tools like Snapcodes (branded QR codes that link to your profile) and custom URLs. Feature your Snapcode and URL prominently on your site and marketing materials. Offer exclusive perks or content sneak peeks to incentivize follows.

Don‘t just ask people to add you on Snapchat – give them a compelling reason to do so. Tease must-see Story content on your other channels to spark curiosity and FOMO. Build buzz around Snapchat-specific promotions or campaigns. For example, DTC suitcase brand Away promotes 24-hour Snapchat flash sales to its Instagram and Facebook followers, driving a flood of views and conversions.

Even better, find ways to seamlessly integrate Snapchat content into your other channels. Turn your best saved Snaps into Instagram Stories, Twitter posts, or YouTube videos. Recap your weekly Snapchat activity in your email newsletter or blog. Get creative with how you splice your Snaps across multiple touchpoints for maximum exposure and impact.

Mistake #8: Neglecting to Optimize Your Snapchat Profile

Last but certainly not least, don‘t sleep on optimizing your actual Snapchat profile. Think of it as your digital storefront – a sloppy or lackluster profile can deter potential customers and undermine your credibility. On the flip side, a polished, compelling profile confirms you‘re a legitimate player in the space.

Start with a clear, on-brand profile photo that pops both in full size and as a thumbnail. Your company logo is usually a safe bet. Craft a succinct username and bio that convey your brand persona and what users can expect from your Snapchat content. Include a strong CTA and up-to-date contact info.

Check out how Chipotle optimizes its Snapchat profile for maximum impact:

• Username: @ChipotleTweets (consistent with Twitter handle)
• Profile Photo: Signature Chipotle burrito illustration
• Bio:"Join Chipotle Rewards and start earning free Chipotle."
• Contact Info: chipotle.com, twitterchipotletweets.com, (888) 222-0708

In just a few lines, Chipotle communicates its brand identity, teases its Snapchat content themes, and plugs its loyalty program and other social channels. It‘s an immaculate example of Snapchat profile optimization.

Putting These Snapchat Best Practices Into Action

Ready to snap your Snapchat strategy into shape? Start by auditing your current efforts against these eight pitfalls. Identify where you‘re falling short and use the tips and examples outlined here to course-correct. Remember:

• Aim for consistent, high-quality content tailored to your target audience
• Keep your Stories punchy, dynamic, and on the shorter side
• Use Snapchat‘s interactive features to engage your community
• Promote your Snapchat presence far and wide (and optimize that profile!)
• Let data be your guide and regularly measure and adjust

Most importantly, have fun with it! Snapchat is a playful, authentic, anything-goes platform. Embrace that ethos and let your unique brand personality shine through.

With these best practices under your belt, you‘re well on your way to amassing a loyal Snapchat following and driving real business results. It won‘t happen overnight – but with persistence, creativity, and a willingness to learn and adapt, you can become a true Snapchat maven.

So, ready to step up your Snapchat game? Start implementing these tips today and watch your metrics – and your brand – soar to new heights. Your audience is waiting!