Snapchat for B2B Marketing: A Hidden Gem for Business Growth

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When most marketers think of B2B marketing platforms, LinkedIn, email, and Google Ads come to mind. But what about Snapchat? Often associated with younger audiences and B2C brands, Snapchat is an underrated yet powerful tool for B2B marketers willing to think outside the box.

With over 406 million daily active users (Q2 2023) and highly engaged audiences, Snapchat offers unique opportunities for B2B brands to connect with decision-makers in a creative, interactive way.

Why Snapchat for B2B Marketing?

1. Reach Younger Decision-Makers

Millennials and Gen Z now make up a significant portion of B2B buyers. According to a Forrester study, nearly 64% of B2B buyers are under 45, with many using social platforms like Snapchat for work-related research.

2. High Engagement Rates

Snapchat boasts strong engagement metrics, with users opening the app 30+ times per day. Short-form video and AR-driven content perform exceptionally well, making it ideal for quick, impactful messaging.

3. Advanced Ad Targeting for B2B

Snapchat’s Ads Manager allows B2B marketers to target professionals by:

• Job titles & industries

• Company size

• Interest-based segments (tech, finance, SaaS, etc.)

• Lookalike audiences from existing customer lists

4. Augmented Reality (AR) for Product Demos

B2B companies can use AR lenses and filters to showcase products interactively. For example:

• A SaaS company could create an AR demo of its dashboard.

• A manufacturing brand could offer a 3D preview of equipment.

How to Use Snapchat for B2B Marketing

1. Run Targeted Snapchat Ads

• Single Image or Video Ads – Quick, visually engaging ads driving traffic to a landing page.

• Story Ads – Sequential storytelling to nurture leads.

• Collection Ads – Showcase multiple products/services in a swipeable format.

Pro Tip: Use LinkedIn retargeting to reach professionals who engaged with your brand elsewhere.

2. Leverage Snapchat’s AR for B2B Engagement

• Virtual Trade Show Booths – Create interactive AR experiences for events.

• Interactive Product Demos – Let prospects “try before they buy” with AR previews.

3. Partner with Industry Influencers

Collaborate with B2B influencers or niche experts on Snapchat to:

• Host takeovers

• Share behind-the-scenes content

• Discuss industry trends via short videos

4. Use Snapchat for Employer Branding

Attract top talent by showcasing company culture through:

• Day-in-the-life employee stories

• Office tours

• Recruitment-driven AR filters

5. Retarget Website Visitors

Install the Snapchat Pixel to retarget professionals who visited your site but didn’t convert.

Successful B2B Snapchat Campaign Examples

1. Adobe – Driving Creative Cloud Signups

Adobe used Snapchat AR lenses to let users “try on” creative tools, leading to a 3.5x higher engagement rate than standard ads.

2. Salesforce – Event Promotion

Salesforce created custom geofilters for Dreamforce attendees, increasing brand visibility and engagement.

3. HubSpot – Lead Generation with Story Ads

HubSpot used sequential storytelling to nurture B2B leads, resulting in a 20% lower cost-per-lead compared to other platforms.

Is Snapchat Worth It for B2B?

While Snapchat may not replace LinkedIn or email marketing, it offers unique engagement opportunities for B2B brands willing to experiment. By leveraging AR, influencer partnerships, and hyper-targeted ads, businesses can stand out in a crowded digital landscape.