Professional Documents
Culture Documents
PART I
PART II
4 INTRO
4
What is Snapchat?
9 PROFILES
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PART III
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16
19
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24 CONCLUSION
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PART I
What is
Snapchat?
PART I
How does
Snapchat work?
PART I
hotographers who are on Snapchat are finding all sorts of creative uses. Whereas Instagram has evolved into a portfolio showcase of
sorts, Snapchat is a place where photographers can be
more real and less polished and connect on a more personal level. Revealing that human side can be an important factor in getting hired these days when competition
for jobs has never been tighter.
You have to differentiate yourself in a whole sea of other people, says Berlin-based photographer Zo Noble.
If you can do that by showing your personality on these
platforms, then do it.
It helps to think of Snapchat as a narrative storytelling
tool. Its up to you to decide which stories will engage
your audience and contribute to your overall marketing
and brand goals. Show how you work or delve into a
passion project. Narrate an on-set challenge and show
how you overcome it. Use it to build excitement for a
project youre a part of or solicit and answer questions
from other photographers.
Aside from reinforcing your personal brand, theres actually money to be made on Snapchat. Media outlets are
tapping photojournalists to man their Snapchat channels, and brands are looking for creative ways to grow
and engage their followers.
It helps to think of
Snapchat as a narrative
storytelling tool.
At this point people are starting to say, hey can you just
add it to your workflow just like some photographers
had to add editing to their workflow [when digital photography became more common], said Robert Caplin,
founder of The Photo Brigade.
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PART I
14 Ways to
Win at Snapchat
8. OFFER IT AS UPSELL: When bidding for a job, incorporate Snapchat into the plan. Its another level of
service I can offer my clients. Gareth Pon
PROFILE
Making Your
Personality Shine
Through:
Zo Noble
zoenoble.com
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Do you Snap daily?
It depends on what I've got going on. If it's a shoot day,
then I'll be snapping throughout the day. If it's a day off,
then it's just a couple snaps. I always find myself snapping at least once a day.
How much engagement do you get?
I have absolutely no idea, and maybe that tells you
something about how I use it. I don't pay attention to
followers on any of my platforms. It just becomes too
stressful. You start thinking too much about what you're
putting out there. When my husband and I set up a blog
about Berlin, it became very successful. It was partly because we did not care about what people thought about
anything, and we weren't counting followers. So I'm
trying to take that into my brand and just let it go. If
people like you and they like what you're putting out
there then they'll follow you.
How do you attract followers and let them know
you're on Snapchat?
I'll use other platforms to promote it. If Im doing a big
shoot, I'll post on Twitter and Facebook that people can
see behind the scenes on Snapchat. I also have my Snapchat handle on my Twitter profile.
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trying to decide how to use these two different platforms, which are very similar. I'll use Instagram more
for more curated stories. I have more followers on
there; it's more for potential brands and clients to see
so it would be more work-based. Whereas Snapchat is
more me, my life. I can be more throwaway and have
more fun with it.
What are your tips for photographers who want to try
Snapchat?
Don't overthink it. Run with whatever you think is fun
and be genuine. Don't try to fake it. Be yourself and if
people like that they'll follow you. Be fun with it and
don't overuse the filters. Like I said, they're never as
funny as you think they are.
What other photographers do you like to follow?
There's a photographer called Felix Kunze. I really
like following him because he comes across rather serious in all the other platforms but on Snapchat he's
a bit of a kook. There's another photographer called
Jesse Martineau. He only shoots landscapes so even
though that has no real interest to me; his Snapchat is
fun because it's a different world than mine.
I have such a random mix whereas on other platforms
you might curate it a lot more. On Instagram, for instance, I would never want to see a feed of a landscape
photographer but on Snapchat, I have no problem seeing the life of a landscape photographer if they are a
funny, friendly, interesting person.
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PROFILE
Snapping the
Beauty & Mastering
Storytelling:
Kirsten Alana
tant, public speaker, content creator, influencer and blogger. She was a portrait
and wedding photographer before turning to travel full time in 2010. Alana has
been part of several of the most awarded social media campaigns in the travel
industry and is regularly featured as a top Instagram account to follow.
Alanas current and past clients include Travel+Leisure,
Four Seasons, Expedia, Explore Minnesota, Preferred
Hotels, Calypso St. Barths, Banana Republic, Visit
Britain, AFAR Magazine and Focus Camera. We
caught up with Alana to find out how she uses Snapchat to tell stories.
As a photographer, what's your goal using Snapchat?
Initially, I started using it simply because my job seems
to depend on my using every network that exists whether it makes sense for me or not. I think the goal morphed
into simply sharing a look into my life thats not as polished or as perfect as what I share on other platforms.
kirstenalana.com
How long have you been using Snapchat and how many
followers do you have?
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nothing thats too personal and certainly never anything inappropriate. I share occasional selfies but not
at the level others do. And I dont overthink it, in terms
of deciding what to share. If I feel like sharing, I will.
III
Can you describe an example or two that you think
worked especially well?
When I shared live from the Ritz-Carlton Reserve
Dorado Beach in Puerto Rico I had more private messages and screenshots than normal. I think the combination of being with two other women who were very
charismatic on camera, having a great setting to share
and fun activities to share from that location made for
a perfect storm of ideal Snapchat content.
What dos and don'ts do you have for telling stories on
Snapchat?
Dont include too much text, which is a rule I break
myself sometimes. Do have fun and dont take yourself
too seriously. And do give your followers enough time
to both see the snap and read if it you have text. Theres
a fine line between having an individual slide up for
too long or too short a time!
What's the hardest part about telling stories on the
platform?
Balancing showing and telling. Sometimes I want to
narrate a lot or use too much text. But often it works
best just to show people with photos and videos what
you want to say. And I think giving up control of wanting it to look better than it does. Were all on an equal
playing field there. Snapchat just doesnt make anything look good without a lot of light!
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PROFILE
Working with
Brands on
Snapchat:
Dave Krugman
ogy degree and pursuing photography on the side, he moved to New York
and got a lucky break doing retouching for Annie Liebovitz. Today he builds
and fosters social communities and has worked with brands such as ATT,
Ducati, Sony, the Metropolitan Museum of Art, Turkish Airlines, Honda,
Marriot, Free People, LG, as well as travel and tourism boards.
What do you like about Snapchat?
Once I built up my social media channels, it started to
become a tremendous amount of pressure and I'd worry a lot more about what was going to live on there. I
think what's great about Snapchat is that it's so fleeting. When I know that something isn't out there on the
record permanently I'm a little more free to experiment
and tell stories that I don't think need to be part of my
permanent body of work.
What kinds of things do you post on Snapchat?
davekrugman.com
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PROFILE
From Snapchat
to Instagram
Stories:
Gareth Pon
riginally from South Africa, Gareth Pon is a filmmaker and travel, portraiture and lifestyle photographer. He recently moved to Chicago to take
a job as senior content creator for Havas Worldwide, an advertising and marketing
agency. Pon has been a Snapchat user since it came out in 2011, using it for both
personal and professional reasons. Hes recently moved most of his Snapchat activity to Instagram Stories. We caught up with him to find out why.
How were you using Snapchat before Instagram Stories
came along?
I was originally using it as an extension of my Instagram account. It was a casual yet fun way to showcase
more of the behind-the-scenes content outside of what
I posted on Instagram. When traveling, I would document little things I would see during the day, sort of like
a visual journal. I also used it to communicate directly
with people.
garethpon.com
ture of the brand and it's not as high pressure as Instagram. On Instagram you have to always make sure
you're putting up really good shots. On Snapchat, you
can be pretty chill about it. It's just a good extension of
what is really happening, just giving more substance to
your presence online.
Why have you made the switch to Instagram Stories?
The main perk for me is that it's all on one platform
now. All my followers on Snapchat were from Instagram anyway so I really have stopped using Snapchat
mainly because I don't like posting double the content.
I'm getting a lot more views compared to what I was
getting on Snapchat.
The other side of that is that your story on Instagram is
competing with a lot more people. I'm following about
600 people so I have way too many Stories to watch.
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Has your sharing strategy changed now that youve moved to Instagram Stories?
It hasnt changed much compared to how I used Snapchat. I share anything and everything that I find interesting. Its not strictly related to photography. My goal is to have
fun and enjoy sharing a bit more into my life.
How have both channels stories feature enhanced your business?
As Instagram Stories and Snapchat are growing there's a huge potential to get more
customers from that space. With Instagram Stories you have an additional level of
consumption for yourself and clients. If you're getting a few thousand views, you can
already say to your clients, here's an additional cost because I'm going to be doing
Instagram Stories. In regards to Snapchat, I've seen a lot of guys save their Snapchat
stories and allow their clients to publish it on a blog or do a post about it. Because it's
a video, it does add another element.
Would you recommend that photographers use Instagram Stories instead of Snapchat?
Why or why not?
It all really depends where your audience is. Who do you want to talk to and what kind
of content do you need to put out in order for them to hear you? The reality is that its
a lot harder to build multiple social media platforms at the same time. You should be
intentional about why youre on a platform, and when youre on that platform you have
to strategize about the kinds of content youre putting out.
What kind of content do you think works in this format?
You want to give viewers a memory that they can consume and remember later in the
week or maybe a month later. For example, a friend of mine one day decided to do an
Instagram Story of everything he saw that was yellow. That stuck in my mind. Out of
all the ones I watched that day, his was the most entertaining and interesting.
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PROFILE
Snapping Behindthe-Scenes:
Robert Caplin,
The Photo Brigade
obert Caplin is the founder of The Photo Brigade, a worldwide community of professional photographers. It started as a Facebook group
in 2011 and now produces a blog, podcast and live events. The Photo Brigades
goal is to use social media to promote the photography industry. It's a microphone for everybody in the industry to promote whatever it is they're doing, and to feature the best photography projects out there, says Caplin. The
Photo Brigade recently started experimenting with Snapchat and Instagram
Stories. We asked Caplin to explain the project.
How did you start using Snapchat for The Photo Brigade?
robertcaplin.com
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Once Instagram Stories came out, we started using it instead because we have a
bigger presence there and everybody has it and knows how to use it. I have a lot of
photographer friends who think that Snapchat is still just the thing you use to sext
photos to each other.
Some people use it to do selfies and videos, and actually be a broadcaster and talk about
what they're doing and some people don't. There are different ways to use it to get your
personality or point across. It's just a matter of figuring out a new way to use it. All of
my friends and colleagues use it differently.
Obviously, they just copied Snapchat. Creating the stories is very similar. You're going
to think about it the same way, probably, on Snapchat versus Instagram.
Do you have any other dos and don'ts for photographers about how to use Snapchat?
With Snapchat and Instagram Stories, we download them and post them on Facebook
so that people can watch them again. Its content. It's not the best content because it's
vertical, but it's still content that ends up being able to be posted after-the-fact, assuming you download it in time.
I think that the most important thing is make sure your first photo or video of the day
is engaging if you want people to follow along in your story, and you just need to stay
engaging. I'd say keep the monologue selfie videos to a minimum. In general, I think,
those type of things come across as a bit self-indulgent.
What are some of tips you would have for photographers who want to do more with
Snapchat or Instagram Stories?
Try to not make it all about you. Show something really cool and unique and different.
What interests me is seeing someone's life and seeing the things that are unique and
interesting, not just seeing their face and hearing them talk about themselves.
A lot of people, especially people who are new to Snapchat, don't quite realize how easy
it is to put together a story of 5-, 10-second clips. They are used to shooting something
It's all a fluid process of just trying new things with the new social media that's available as it comes out, and see what sticks.
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PART III
Conclusion
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