Customer case

Scary mommy

U.S.-based Scary Mommy is the place where parents go when they are having a rough day. However it is also the place where they can celebrate children and the path to raising them  It is the home of solace; where one can accept that parenting does not have to be perfect. To accomplish their goals, Scary Mommy employees a slew of digital platforms: from their website, stocked with the latest parenting techniques and testimonials, to their Facebook, overflowing with advice and engaging videos. Somewhere in between we find Scary Mommy’s Snapchat account. 

Using Snaplytics, they were able to compare their metrics to other, similar accounts and discovered that they were beating industry averages and getting “hundreds of replies every day”.

The rise of Snapchat has been extensively documented and as such Scary Mommy decided to try out the channel to express their mission and story. To further understand their strategy we had a conversation with Shea Beck who is Scary Mommy’s Marketing Consultant. Scary Mommy is very clear about who they are targeting throughout their different channels: Millennial mothers, these can be new moms or moms that are on their third kid, but the generational aspect is important. Although Facebook remains their biggest engagement hub, Scary Mommy’s Snapchat account has been a huge success for them. Using Snaplytics, they were able to compare their metrics to other, similar accounts and discovered that they were beating industry averages and getting “hundreds of replies every day”. Currently, they have a presence on Facebook, Instagram, Twitter, Pinterest and of course Snapchat, with the ghost app rapidly becoming one of the most important venues to communicate with a unique audience. 

Their biggest hit is to introduce paid advertising on Facebook and Instagram targeting mobile users exclusively with a deep link attached. This way, potential followers can just be scrolling through and one tap away and they’ve connected with Scary Mommy on Snapchat

Content-wise, Scary Mommy wants to make sure that their Snapchat account represents their mission: Nobody is perfect, we’re all in this together where parenting is concerned. They often host takeovers by mom’s sharing advice or stories that prove to be beneficial for their audience. Other days, they have Scary Mommy employees handle the account, aligning content with what story they are pushing on their website and other social media channels. However, they are open about the fact that Snapchat is a medium they are still trying to perfect their strategy. They oscillate between how-to videos or just simple storytelling, so they will continue to try out ideas as they polish their approach. In terms of growth, Scary Mommy leans on other social media channels such as Facebook or Instagram to occasionally post their username, promoting their followers to engage. However, their biggest hit is to introduce paid advertising on Facebook and Instagram targeting mobile users exclusively with a deep link attached. This way, potential followers can just be scrolling through and one tap away and they’ve connected with Scary Mommy on Snapchat.

By analyzing the metrics, they can quickly determine their most popular Snaps and repurpose them as advertisement in a vertical video form, perfect for mobile users scrolling through other platforms

They are determined to make Snapchat work and produce content exclusively for the platform, although some of it does overlap with other similar channels like Instagram Stories. The company has also found great use for the archiving feature within Snaplytics! By analyzing the metrics, they can quickly determine their most popular Snaps and repurpose them as advertisement in a vertical video form, perfect for mobile users scrolling through other platforms. Two metrics that Scary Mommy is always keeping an eye on are open rate and completion rate, they use a combination of the two to determine what Snap story was a real home run. Their Snapchat content has proven to be successful, and this may be due to the fact that they view Snapchat as a channel that is more “raw” where you can “let it all out” while Facebook and other mediums require somewhat more editing. This is perhaps Scary Mommy’s favorite Snapchat feature, and they are planning on continuing to produce similar content while at the same time they perfect their strategy. 

Snaplytics is not affiliated with Snap Inc.

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