Snapchat made a huge announcement this summer that free “Snap Mini” apps were now available for all users. What are these exactly?
These programs are known as mini apps and can be set up to help users do just about anything they want. The best part is they can be opened anytime from inside of Snapchat.
This technology has been used for years in China, particularly with the WeChat app, but American companies are getting in on the action.
Snapchat’s newest feature has also started a debate about whether this type of technology is the future of apps.
Are you interested in learning more about Snapchat’s mini apps and what they mean for your business? Keep reading below!
What Is a Mini App?
Most social media users have probably come across mini apps without realizing it. These are compact, third-party programs that exist inside of a larger platform.
Mini apps are built using HTML and benefit users because they can be accessed quickly without waiting for download or set-up.
The concept has evolved from the idea of a “digital ecosystem,” where dozens of smaller programs make it easier for people to communicate, share pictures, seek advice, listen to music, order food, and more.
The Chinese social media company WeChat has been building on this model after opening in 2010. There hasn’t been much traction on it outside of China until now.
Over a billion WeChat users can send instant messages, chats, video calls, and voice chats. They’ve also expanded more options through the addition of new mini apps.
App developers can use an Application Programming Interface (API) to create new programs on WeChat.
There are enormous opportunities for retail giants like Shopify or Amazon to diversify the services offered to customers by adding mini apps.
Small businesses can improve operations by turning their operations into a one-stop-shop for customers.
Benefits of Snapchat Mini Apps
Why should businesses care about Snapchat and the addition of mini apps? There are fantastic opportunities for businesses and marketers to reach younger audiences.
First, let’s examine some of the latest Snapchat user statistics:
- Snapchat has more than 210 million daily users
- Snapchat is the 6th most popular app in the United States
- Approximately 6 in 10 Snapchatters visit the app daily
- Over 3 billion snaps are sent daily
- 82% of Snapchat users are ages 18-24
If you’re a brand needing to reach more young people, Snapchat is your solution. Newer apps are trying to dethrone Snapchat but it continues to be popular.
Facebook has even added many of Snapchat’s unique features to Instagram to compete.
You shouldn’t discount the value of using Snapchat to reach high school or college-aged audiences.
The addition of mini apps to Snapchat is significant because many major social media platforms are limiting third party access. This announcement by Snapchat is a test on which direction mini apps will take in the United States.
A Look at Snapchat’s First Mini Apps
Earlier this summer, Snapchat officially announced its new “Snap Minis.” The company started with only a handful of apps to test the waters.
These mini apps are available to all users for free. They can be accessed in the “Chat” screen by clicking on the small rocket logo. From that menu, customers can select “Games” or “Minis.”
Currently, the live mini apps include:
- Let’s Do It: A scheduling app for friends
- Prediction Master: An app for talking about the future with friends
- Flashcards: A study app to help with tests
- Headspace: A popular meditation app
Plans are also underway for other Snap Minis to be developed for helping people plan for festivals like “Coachella.”
According to Snapchat, these apps are designed for engagement.
Facebook had attempted to use this technology with chatbots but it wasn’t as successful as expected. Customers preferred communicating with real people rather than programmed interfaces.
Tips on Successful Social Media Marketing
As a brand, you should be crafting an effective social media plan that targets different audiences on multiple platforms. Snapchat is a great addition to your plan if you want to reach younger people.
Here are some tips on perfecting your social media marketing from one of our previous blog posts:
- Make a concrete plan (short and long term goals) of how you’ll use every social media channel
- Master the unique culture and methods of communication for each social media app
- Don’t think of social media as a broadcasting platform—engage with your followers in a two-way conversation
- Don’t make your social media posts too focused on sales
- Be specific with your target audiences and don’t put all of your eggs in one basket
- Be consistent with your content, voice, and messaging
- Regularly check your analytics to see how different content is performing
Once you have devised a successful Snapchat strategy, it may be worth considering the development of a mini app to better serve your followers or customers.
As this trend becomes more popular—which many believe it will—businesses will have an opportunity to easily develop their own mini apps and host them on Snapchat.
Apple is currently looking into the addition of minis in their software. Google Mini App options announced last year will be housed within Google Search and Google Assistant to help users stay organized.
Time To Embrace the Future of Mini Apps
You may have never heard of mini apps before but they’re likely the future.
What makes mini apps so appealing to social media users is they can access the functions quickly and easily. They don’t have to wait for full downloads or go through a lengthy registration process.
For businesses, this is a great opportunity. They can develop specific apps to appear in larger social platforms like Snapchat, Facebook, or Instagram.
And these apps can make it easier for their customers to ask questions, shop, or share great content with friends. It’s a win-win.
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