How to Advertise on Snapchat

Introduction to Snapchat Advertising

Snapchat, a multimedia messaging application, has swiftly evolved into a robust platform for businesses looking to connect with a younger, tech-savvy audience. 

With its unique features and immersive content forms, Snapchat can be a game-changer for your social media marketing strategy.

What Is Snapchat Advertising?

Snapchat advertising refers to the paid content businesses display on the Snapchat platform to reach their target audience. 

This can include various ad formats like Snap Ads (full-screen video ads), Story Ads, Collection Ads, and more. Advertisers can use these formats to share engaging content — from short video clips to interactive, augmented reality (AR) experiences.

Why Advertise on Snapchat?

Businesses use Snapchat advertising because the platform offers many benefits:

• Reaching a Young and Engaged Audience: Snapchat is immensely popular among Gen Z and younger millennials. Brands looking to target this demographic will find Snapchat a valuable platform.
• High Engagement Rates: Snapchat users tend to engage more promptly and more often due to the ephemeral nature of Snaps, offering advertisers better engagement metrics.
• Creative Freedom: With Snapchat’s various ad formats, brands have the liberty to get creative and experiment with content that might not work on other social media platforms.
• Advanced Targeting Capabilities: Snapchat provides detailed targeting options, including demographic, location-based, and interest-based targeting.
• Measurable Results: Using Snapchat’s Ads Manager, businesses can track the performance of their ad campaigns in real-time to assess metrics like their view count, click-through rate (CTR), and conversion rate.
• Innovative Ad Formats: Snapchat offers a range of interactive ad formats, including AR lenses and filters, that allow advertisers to create memorable and immersive brand experiences.
• Geolocation Targeting: With Snapchat geofilters, businesses can target specific locations. This makes the platform perfect for local promotions or events.

Types of Snapchat Ads

Snapchat offers five advertising formats, including:

• Snap Ads: These full-screen video ads can run up to three minutes, but shorter durations often perform better. They can include interactive elements like app installs, landing page visits, or long-form video views.
• Story Ads: These appear in Snapchat’s Discover section and allow brands to string multiple pieces of content together for a narrative ad experience.
• Collection Ads: These ads showcase multiple products and give users the option to tap on a product they’re interested in to visit a webpage to make a purchase.
• Branded Filters: Users can add these static overlays to their photos and videos. Businesses can create branded filters for users to apply, providing a subtle way to integrate brand messaging.
• Custom Lenses: AR experiences can transform a Snapchatuser’s face or the world around them. Brands can create custom lenses for promotions or special events.

Tools and Resources for Advertising on Snapchat

While advertising on Snapchat has its own unique set of challenges, leveraging the right tools can significantly enhance your strategy and results. 

While designed for broad social media marketing purposes, these tools carry a wealth of features that can indirectly benefit your Snapchat advertising efforts. Specifically, they offer capabilities in content management, distribution, and analytics.

• 5 Best Social Media Management Tools: Managing multiple social media platforms, including Snapchat, can be a daunting task. These tools can help streamline the process, allowing for easier content scheduling, team collaboration, and performance tracking.
• Best Social Media Content Distribution Software: Effective content distribution is essential. The right software can ensure your content reaches a wider audience, potentially helping you find new followers on platforms like Snapchat.
• 5 Best AI Tools for Social Media Management: Harnessing the power of artificial intelligence (AI) can give you a competitive edge. These tools use AI to optimize your content, distribution timing, and engagement strategies across social media platforms.
• Arrow.AI Review: Dive deep into Arrow.AI’s capabilities. While it caters to general social media needs, understanding its features can provide insights into how it might indirectly assist you with your Snapchat ad campaigns.
• 7 Best Social Media Analytics Tools Reviewed: Measuring campaign success is crucial. These analytics tools offer insights into user engagement, content performance, and your return on investment (ROI) — all of which can inform your Snapchat advertising strategies.

Tips:

• Integrate where possible. If a tool offers integration with Snapchat or other platforms, make sure to leverage it for a seamless experience.
• Adopt a continuous learning mindset. As the social media landscape evolves, so do the tools. Stay updated on any new features or capabilities that might benefit your advertising efforts.
• Start with trials. Many tools offer trial periods. Before committing to a subscription, test out a tool’s features to ensure it aligns with your Snapchat advertising needs.

How to Set Up a Snapchat Ad Campaign

Follow these simple steps to get started with Snapchat advertising:

1. Sign up. Create an account with Snapchat’s Ads Manager.
2. Choose a goal. Identify the objective of your ad campaign — whether it’s increased brand awareness, website visits, app installs, etc.
3. Select your audience. Use the targeting options to define your desired audience based on their demographics, interests, behaviors, and more.
4. Determine your budget. Set a daily or lifetime budget for your ad campaign.
5. Design your ad. Create a compelling ad, using either Snapchat’s templates or your own designs.
6. Launch your campaign. Once you’re satisfied with your ad and targeting options, publish your ad campaign.
7. Monitor and optimize. Regularly check the performance of your ads and tweak them, if necessary, to maximize your ROI.

Example:

When a trendy new sneaker brand wanted to target teenagers and young adults for its latest shoe release, it created a Snapchat Ad campaign with the goal of driving brand awareness. The brand targeted users aged 13 to 25 with interests in fashion and sports. 

Using Snapchat’s ad template, the company designed a captivating full-screen video showcasing its sneakers in action. After setting a daily budget of $1,000, the company launched the campaign. 

Within a week, the brand’s website experienced a 30% boost in traffic from Snapchat along with a significant spike in sales of the new sneaker model.

Tips:

• Be authentic. Snapchat users value genuine content. Make sure your ads resonate with the platform’s casual and authentic vibe.
• Test different ad formats. Don’t just stick to one format. Experiment with various ad types to see which resonates best with your target audience.
• Use a strong call to action (CTA). Make it clear what you want users to do after viewing your ad — whether it’s visiting your website, downloading an app, or purchasing a product.
• Leverage user-generated content. Consider running contests or campaigns that encourage users to create content with your product. This can help amplify your reach organically.

How to Choose the Right Snapchat Ad Format for Your Business

To determine which ad format will best suit your business, you must consider several key factors.

1. Define your campaign goal. Decide if you want to drive brand awareness, engagement, website traffic, or conversions.
2. Know your audience. Consider the preferences and behaviors of your target audience. Younger users might be more receptive to engaging AR lenses, for example.
3. Consider your budget. Some ad formats, such as custom lenses, can be more expensive than others.
4. Evaluate your content. If you have a high-quality video, a Snap Ad might work well. If you want to narrate a brand story, consider a Story Ad.
5. Review engagement metrics. Use Snapchat’s Ad Manager to see which ad formats performed best for your business or industry in the past.

Example:

Organic beauty brand Nature’s Glow wanted to promote its new line of skincare products to women aged 18 to 30. Given the visual appeal of its products and the informative nature of its content, the brand chose to use Story Ads. 

Each Snap within the Story Ad showcased a different product with brief information on its benefits. The last Snap contained a CTA that directed users to the brand’s website for purchase. This format allowed this brand to provide both engaging visuals and valuable product information in a cohesive manner.

Tips:

• Stay updated. Snapchat evolves continuously and periodically introduces new ad formats. Keep pace with these updates in order to leverage the platform’s latest offerings.
• Seek feedback. Don’t hesitate to ask your target audience for feedback on your ads. This can provide valuable insights for future campaigns.
• Analyze competitors. Look at the ad formats your competitors use on Snapchat. This can give you ideas and also help you differentiate your approach.
• Ensure mobile optimization. If your ad directs users to an external website, ensure it’s optimized for mobile screens because most Snapchat users will access it from their mobile devices.

How to Create Effective Snapchat Ads

Creating Snapchat ad campaigns that resonate with users and drive desired outcomes requires a blend of creativity, understanding of the platform, and strategic targeting. 

Below, you’ll find four best practices to guide you in crafting Snapchat ads that stand out and engage your target audience.

Write Compelling Ad Copy

Follow these three steps to apply this best practice:

1. Keep it short and direct. Given Snapchat’s fast-paced nature, users appreciate concise and clear messages. Get straight to the point.
2. Use actionable language. Employ CTAs that encourage users to take a specific action, such as “Shop Now,” “Learn More,” or “Discover.”
3. Infuse your brand personality. Even in a few words, make sure your brand’s tone and voice shine through.

Example:

A fitness apparel brand wrote this ad copy, “Unleash Your Potential! Shop Performance Wear Today!” It’s short, uses actionable language, and reflects the empowering tone of the brand.

Tips:

• Avoid jargon. Keep your language simple and relatable.
• Test variations. Experiment with different ad copy versions to identify what resonates most with your target audience.

Design Visually Appealing Ads

Following this best practice requires you to:

• Use high-quality images. Ensure your visuals are crisp and clear because blurry or pixelated images can deter users.
• Incorporate brand colors. Use your brand’s color palette to maintain consistency and increase brand recognition.
• Optimize ads for mobile. Given that users primarily access Snapchat via mobile devices, design your ads with mobile screens in mind.

Example:

A gourmet cookie shop used a high-resolution image of a tantalizing cookie stack with melted chocolate oozing down the sides. The background incorporates the brand’s signature pastel pink color while the visual is optimized for mobile viewing, making the cookie the central focus.

Tips:

• Maintain simplicity. Avoid cluttering your ad with too many elements.
• Use movement. Consider integrating subtle animations or video elements to catch the user’s eye.

Target Your Ads to the Right Audience

Adopting this best practice involves three simple steps:

1. Analyze your customer base. Understand who your core customers are, including their demographics, interests, and behaviors.
2. Use Snapchat’s targeting options. Leverage the platform’s advanced targeting features, such as geotargeting, interest-based targeting, and look-alike audiences.
3. Make refinements, as needed. As you gather data on ad performance, tweak your targeting criteria to hone in on the most responsive audience segments.

Example:

A boutique hotel chain targeted its Snapchat ads toward users aged 25 to 40 who’re interested in travel/luxury experiences and live in or near cities where its hotels are located.

Tips:

• Avoid over-targeting. Be specific, but avoid narrowing down your audience too much because that can limit your ad’s reach.
• Use retargeting tools. Consider retargeting users who previously engaged with your brand or visited your website.

Use Snapchat’s Creative Tools to Create Engaging Ads

Effective use of this best practice involves three key steps:

1. Experiment with AR lenses. Create custom AR experiences users can play with to foster deeper engagement.
2. Incorporate interactive elements. Add elements like polls, quizzes, or swipe-up CTAs to encourage user interaction.
3. Stay updated on new platform features. Snapchat often rolls out new creative tools and features. Watch for these so you can incorporate the latest trends into your ads.

Example:

A cosmetics brand used Snapchat’s AR lens feature to allow users to “try on” different lipstick shades virtually. Users can see how each shade looks on them, increasing interest and potential sales.

Tips:

• Maintain brand consistency. Even while experimenting with creative tools, ensure the end product aligns with your brand’s image and message.
• Seek inspiration. Look at how other brands leverage Snapchat’s creative tools to glean new ideas for your ad campaigns.

How to Measure the Success of Your Snapchat Advertising Campaign

To ensure your Snapchat advertising efforts deliver a strong ROI, it’s essential to measure and analyze campaign performance. By understanding key metrics and using Snapchat’s analytical tools, you can make informed decisions for future ad campaigns.

Track Your Ad’s Performance Metrics

Here are five key metrics you should track on a regular basis:

• Click-Through Rate (CTR): This measures the percentage of users who clicked on your ad after viewing it. A higher CTR often indicates that your ad is resonating with your target audience.
• Conversion Rate: This metric monitors how many of the users who clicked on your ad took a desired action, such as making a purchase, signing up for a newsletter, or downloading an app.
• View Time: This metric analyzes the average duration users spend viewing your ad. It can provide insights into how engaging your ad content is to users.
• Swipe-Up Rate: For ads with a swipe-up CTA, this metric measures the percentage of users who swiped up to interact further with your content or offer.
• Cost Per Action (CPA): This metric calculates the average cost for each desired action a user takes, helping you understand the ROI of your ad campaign.

Example:

For a new book launch, an online bookstore ran a Snapchat ad campaign. The bookstore saw a CTR of 4%, indicating that four out of every 100 viewers clicked on its ad. This ad campaign also had a conversion rate of 10%, meaning 10% of those who clicked on the ad purchased the book. 

By analyzing these metrics, the bookstore gained insights into the ad’s effectiveness and can adjust its strategy accordingly.

Tips:

• Set benchmarks. Before launching your ad campaign, establish expected performance metrics based on past campaigns or industry averages against which you’ll measure its performance.
• Iterate based on data. If certain metrics aren’t meeting expectations, adjust your ad’s content, design, or targeting parameters.

Use Snapchat’s Analytics Tools to Learn What Resonates With Your Audience

To learn more about your target audience and what type of content will engage them, leverage these Snapchat features:

• Audience Insights: Dive into demographic data (e.g., age, gender, and location) to better understand who’s engaging with your ads.
• Interest Metrics: Analyze what interests or behaviors are most prevalent among those who engage with your ads to help you tailor future content.
• Ad Engagement Data: Snapchat provides data on how users interact with your ads — whether they’re watching the entirety of your ad, skipping parts, replaying it, or sharing it with others.
• Story Views: For brands using Story Ads, you can monitor the number of views your story receives and track how many users watch it from start to finish.

Example:

A skincare brand observed through Snapchat’s analytics that a majority of its ad engagement came from women aged 18 to 24 with an interest in eco-friendly products. This brand also found that most users stop watching its ad video around the 10-second mark. 

Armed with these insights, the brand can tailor its next ad campaign to this demographic and consider creating shorter, more engaging video content.

Tips:

• Regularly review analytics. Instead of only analyzing performance at the end of a campaign, review metrics regularly so you can make any needed adjustments in real time.
• Segment your audience. Use the detailed insights from Snapchat’s analytics to segment your audience for more personalized ad campaigns in the future.
• Consider external tools. While Snapchat offers robust analytics, consider integrating them with third-party tools for even deeper insights and cross-platform performance comparisons.

Snapchat Advertising Case Studies

Snapchat has become a powerful platform for brands seeking to connect with a younger audience. Here are five real-world case studies from the United States and the United Kingdom, highlighting these brands’ success when advertising on Snapchat.

The Coca-Cola Company (US)

Objective: Boost awareness and engagement for a new beverage launch.

Strategy: The Coca-Cola Company leveraged Snapchat’s AR lenses, allowing users to interact with a virtual can of its new beverage. The brand coupled this with geo-targeted filters available at specific locations where it distributed product samples.

Results: The campaign saw millions of lens interactions, significantly boosting brand awareness. The geofilter also increased foot traffic to the sampling locations, leading to both online and offline engagement.

ASOS (UK)

Objective: Engage users with its new clothing line and drive website traffic.

Strategy: ASOS created a series of Snapchat Stories, showcasing outfits and behind-the-scenes looks at its latest collection. These Stories included swipe-up CTAs, leading to product pages on the company’s website.

Results: The campaign resulted in a substantial increase in website traffic from Snapchat. Additionally, the behind-the-scenes content humanized the brand and increased customer loyalty.

McDonald’s (US)

Objective: Increase foot traffic and promote a limited-time offer.

Strategy: McDonald’s used Snapchat’s geofilters — available only at its restaurant locations. Users could apply a fun filter that showcased the limited-time offer when visiting a McDonald’s outlet.

Results: The geofilters led to a spike in in-store visits. Many users also shared their snaps with the filter, further amplifying the campaign’s reach.

Topshop (UK)

Objective: Generate buzz for the brand’s London Fashion Week runway show.

Strategy: Topshop used Snapchat to offer a “front-row” experience, sharing live behind-the-scenes clips, model takeovers, and key runway moments. The brand also released an exclusive AR lens that mirrored one of the runway’s standout beauty looks.

Results: Topshop not only increased its Snapchat engagement, but also saw a significant boost in mentions across other social media platforms due to the buzz it created on Snapchat.

Universal Pictures (US)

Objective: Promote the premiere of a new movie release.

Strategy: Universal Pictures created a multi-faceted Snapchat campaign, combining video ads, AR lenses themed around the movie, and influencers sharing their own experiences at the premiere.

Results: The movie trailer viewed as a Snapchat ad saw high completion rates, and the AR lenses drove millions of interactions. The film had a successful opening weekend with Snapchat serving as a key platform in the promotional mix.

Tips:

• Tailor content to Snapchat’s audience. Understand Snapchat’s user demographic and tailor your advertising content to resonate with this younger, mobile-first audience.
• Leverage unique features. Snapchat offers features like AR lenses and geofilters that aren’t commonly found on other social media platforms. Brands can leverage these for innovative and interactive campaigns.
• Integrate with broader campaigns. Successful Snapchat advertising often fits into a larger promotional strategy, spanning multiple platforms and media types.