This document provides an overview of Snapchat and Instagram, comparing their basic functionality and discussing how each social network is used. It outlines that Snapchat is used for sharing behind-the-scenes clips and messages, while Instagram is used for jealousy-inducing photos. The document then discusses tips and case studies for how charities can create engaging content on each platform, such as using geofilters, customizing QR codes, and sharing behind-the-scenes content to build authentic connections with audiences. It emphasizes testing different content concepts to understand what resonates most with target audiences.

1. An Introduction to
Snapchat and Instagram
Mary Mitchell @mary_mitch
IBT @_IBT

2. “Facebook is for major life updates. (Your friend from third
grade just had her 10th baby!) Twitter is for keeping up with
news and live events. ( Taylor Swift released a new
video…again.) Instagram is for jealousy-inducing photos.
(Bora Bora is beautiful; your cubicle is not.) Snapchat is for
bearing witness—telling stories in raw, often humorous,
behind-the-scenes clips or messages.”
- Joana Stern, WSJ

3. The future of content marketing is video
● Cisco predicts that consumer internet video traffic will go from 64
percent in 2014 to surpass 80 percent by 2019
● Slow death of ‘interruption marketing’ (Seth Godin), rise of storytelling
● Video has higher completion rate than text articles
● Video is increasingly watched on mobile
● Social networks are prioritising video

4. Why or why not?

5. Snapchat is YOUNG!
10 billion video views per day (up from 4 billion in April 2015) - Facebook currently 8 million.

6. “People’s behavior is changing so
that photos are being used as
speech instead of a repository for
memories.”
- Robert Peck, Sun Trust Robinson Humphrey

7. Basic functionality

8. British Charities
● Muslim Aid
● YoungEnterprise
● RNLI
Other Charities
● WWF_DK
● DoSomething.org
● OneCampaign
Political Organisations/Individuals
● Hillary Clinton
● The White House
http://bit.ly/1rNNEgW

9. Chat
Snaps
Stories

10. Becoming a storyteller

11. Creating snaps, building stories
● Camera
● Effects
● Text and Art
● Filters

12. Case Studies (mostly) from
the charity sector

13. “When we make interactive Snapchat stories, we ask
ourselves, “How ridiculous can we be? How much fun can we
have?” Recently, we’ve been experimenting a lot with
interactive Snapchat stories and cross-platform
engagement. All of DoSomething’s campaigns have an SMS
text message component, since text messages have a 97%
open rate and are one of the best ways to reach teens.”
- Colleen Wormsley and Bryce Mathias, DoSomething.org

14. WWF Denmark

15. Do Something

16. Muslim Aid

17. GrubHub

18. Ideas for creating content....

19. Tips for content creation...
● Create a geofilter for a location
● Create a geofilter for an event
● Paid advertising
● Customise your QR code with your charity’s branding
● Be authentic
● Create value
● Audience first

20. Concept creation
Audience
Message
Campaign Concept

21. Why or why not?

22. In 2015 Instagram overtook Twitter in global users (300m on Instagram, 280m on Twitter)
90% of UK Instagram users are under 35, high amount of these female, likely to live in urban areas

23. The culture of
filtered squares

24. Basic functionality

26. Case studies from the charity
sector

27. “We keep track of what’s happening around the world, and ensure our
posts resonate… People from all over discover WaterAid because of
Instagram. We’ve been contacted by everyone from keen seven-year-
old fundraisers, to politicians in Sierra Leone. It’s given us a
completely different kind of visibility.”
- Neil Wissink, Water Aid, interviewed by Zoe Amar

28. Water Aid - Fresh perspectives

29. Oceana - Adding value

30. National Trust - UGC

31. Ideas for creating content

32. Advertising on Instagram
● Photo, video or carousel adverts
● Clicks to website
● Website engagement
● Mobile App installs
● Mobile App engagement
● Video views
● Reach and frequency
● Page post engagement

33. Ideas for content creation...
● Live events
● Behind the scenes
● Campaigns
● Stories
● Thanking supporters
● User Generated Content
(repost)

34. Concept creation
Audience
Message
Campaign Concept

35. Q&A

36. More tips
Snapchat
#BreaktheInternet - https://www.youtube.
com/channel/UCTJH6F6ClCILYFtX2saO_xA/featured
Buffer Guide to Snapchat - https://blog.
bufferapp.com/snapchat
Todd Brison’s Snapchat Playbook - https://mng.
lincolnwdaniel.com/your-complete-snapchat-
playbook-998cb72b249f#.wczoiql6a
Instagram
21 Instagram Tips and Tricks you cant afford to
miss - http://www.digitaltrends.
com/photography/instagram-tips-and-tricks/