The snap tag is being billed as the new, sexier QR code. Don't like those ugly, confusing QR codes? Use this sexy snap circle; it's so much better.
The snap tag is more aesthetically pleasing and easier to brand, to be sure. It's a wide circle with the lion's share of white space available for logo branding. But the lack of popular uptake of QR codes isn't due to the technology or appearance of the code; it has more to do with the fact that brands aren't doing anything more exciting with it than linking to their home page or Facebook page. The snap code does show improvement over the QR code for ease of use and accessibility; granted, there is a benefit to using a code that is available to all phone users, not just the 11% or so that have QR readers on their smartphones and know how to use them.
However, the code's appearance is not the primary reason why these codes haven't taken off as marketing gold yet. The reason has more to do with this statement from the above article--this is NOT a benefit of using ANY type of code, snap or QR:
Rather than taking them to a micro site, they are taken to a brand’s Facebook or Twitter page.
Really? I can go to your Facebook page that anyone else can see at any time with absolutely no special offers or benefits because I used a snap code? Sign me up.
No, wait; don't.
As with QR codes, the successful campaigns will be those that take into account the consumer desire for engagement and unique, tailored content. Linking to a static page with recycled content is no way to reward consumers for participating in a new trend or for embracing new technology. It is not original, creative or innovative in any way. It does not provide any motivation for fans or consumers to participate.
The fact that new technology is available and can link to your Facebook page (whoop dee do) isn't enough to embrace it. I wrote earlier this week about creative ways to use QR codes that have successfully engaged fans on an ongoing basis.
Six questions to ask yourself before starting a QR or snap campaign
Snap codes may have a few aesthetic advantages over QR codes, but don't be fooled. The secret is in the strategy and implementation. With either code, you will not see results unless you begin with the following questions:
- Why should our fans connect to us at point of use?
- What special benefits or rewards can we provide at point of use that fans absolutely cannot get elsewhere?
- Why should fans connect with us repeatedly at multiple points of use?
- What content would be compelling for fans who take the time to connect to us at point of use?
- What social capital can we provide our fans?
- What will provide ongoing value and prevent the code from being a one-hit wonder?
What additional strategies would you add?