the beginner’s guide to snapchat advertising

Believe it or not, many businesses think advertising on Snapchat isn’t as effective when it comes to social media marketing.

If you are a business yourself you are more likely to think of the biggies like Facebook, Twitter, and Instagram as better alternatives for running ads than say Snapchat.

But don’t let rumors fool you.

According to the latest Snapchat advertising statistics, it was noted in Q2 of 2019 that Snapchat has a staggering 210 MILLION active daily users, most of them being Millenials or from Generation Z.

Not only that, but it’s also estimated around 2.1 MILLION Snaps are created EVERY MINUTE around the globe.

There are also many examples of some really successful Snapchat advertising campaigns by brands that brought them to the spotlight.

So yeah, there is no doubt Snapchat could very well hold a strong potential of driving more leads and conversions for your brand too.

But first, let’s get a better understanding of what Snapchat marketing is all about.

What is Snapchat Advertising?

Snapchat advertising is a form of social media advertising in which businesses run dedicated ads on Snapchat to target and engage users for brand promotion. This includes creating different ads in the Snapchat Ad Manager based on your advertising goal.

You can create ads to serve any marketing goal like brand awareness, conversions, video views, catalog sales, app conversions, lead generation and more.

Is Snapchat Good for Advertising?

Considering the number of daily active users and a rich presence of Millenials and Gen Zs, Snapchat is a fantastic option especially if your ideal target audience ranges from age 18-30.

Snapchat’s Ad Manager platform is robust and comes with useful features like video ads creation and audience targeting. With it, you can easily create and monitor the performance of your ads.

Snapchat also allows you to add plenty of interactive content to your ads, letting you get more creative with your advertising campaign.

How Does Advertising Work on Snapchat?

advertising work on snapchat

Source

To understand how Snapchat advertising works, we have to understand Snapchat Ad Manager, the tool on which we create Snapchat ads.

The Ads Manager has a simple interface that gives you access to:

  1. Dashboard: The section where you create, view, and monitor your campaigns.

  2. Creative Library: The space where you create, view, and edit your video ads.

  3. Custom Audiences: The place where you create a list of your audience for better data-centric targeting.

  4. Help Center: A resources section where you can find help on things in the Snapchat Ad Manager.

Using the Snapchat Ad Manager, advertisers create all sorts of different Snapchat ads. Based on the advertising goal, they use one or multiple ad formats for their campaigns.

Different Type of Snapchat Ads

There are several different types of Snapchat ad formats available that you can use to achieve your marketing goal.

These are:

  1. Snap Ads:

snap ads

Snap Ads are the most commonly used ads on Snapchat and come in a different variety. They appear in between stories and drive visitors to a location such as an app, video, or a website.

These ads only require a swipe and typically last for 3-10 seconds in length. You have the option to insert an image, video to make your ad look more creative.

2.Collection Ads

collection ads

Collection Ads, as the name suggests, allow you to display a series or ‘collection’ of different products together.

You can stack together different products from your catalog and promote them, thus giving your customers more options to pick from.

As these ads let you promote multiple products at once, they can be used as a good A/B testing tool to measure the interest of your products.

3. Story Ads

story ads

Another popular ad format, Story Ads lets you place a Sponsored ad tile in the discover section of Snapchat.

When users tap on it, these ads show multiple series of content placements similar to Snapchat Stories.

These ads are a great option for brand awareness and do a good job of engaging users in a short amount of time.

4. Filter Ads

filter ads

Filter ads let you add custom stickers to your posts and deliver them to your specified target audience. With these ads, you can reach a much broad customer base by targeting different demographics.

You have the option to purchase filters through Ads Manager by selecting objectives such as ‘Awareness’ or ‘Consideration.’

Using Geofilters, another type of filter ads, you can specify a location and create a Geofence around an area where you want it to appear. It’s a great way to make customers aware of your brand in a specific location.

5. AR Lenses Ads

ar lenses ads

AR Lenses are a set of dynamic ads that use augmented reality filters to create engaging brand moments.

By leveraging in-camera marketing, you can create a unique branded augmented reality experiences for your customers and drive more impressions and sales for your particular product or service.

Now that you’re familiar with different types of Snapchat ads, let’s understand how you can leverage Snapchat for your marketing campaigns.

How to Use Snapchat for Marketing?

To successfully leverage your brand with an effective Snapchat advertising campaign, here are a few things you should do.

Leverage Coupons & Discounts in Stories

If you’re looking for ways to drive engagement on Snapchat, promoting discounts and coupons through Stories is a good idea.

By letting your customers know about the latest deals and discounts, you can drive more conversions and keep them coming for more.

Try to get people excited about what you have to offer. Use some good filters and an engaging caption for your Stories to make it more effective.

Make Use of other Social Media Channels

This is a neat Snapchat marketing strategy if you want to drive more followers on Snapchat.

All you have to do is share the profile link of your brand’s Snapchat page on other social media platforms like Facebook, Twitter, and Instagram. You can simply share it in the bio section of your profile.

This will help you drive followers from other social media platforms to your Snapchat profile and increase your engagement rate and follower count.

Asking your followers for a follow back can dramatically boost your Snapchat advertising success.

Incorporate User-Generated Content

Reposting pictures and videos sent by your followers can also be a great content strategy for engagement. If your followers have interacted with your brand, you can reuse images and videos of them in your Snapchat story and tag existing followers.

The best way to do that is by running contests, this will net you some good user-generated content from your followers as well as drive publicity.

Also, don’t forget to engage with your followers on a daily basis.

Get Creative With Your Posts

As Snapchat is a visually-heavy platform, there is plenty of room for creativity so try not to come across as boring.

Try brainstorming creative ideas for your posts and videos. Look for ideas on the internet or follow other brands to understand the strategy they’re using.

You can keep your followers engaged with the latest news or uptick their anticipation with short glimpses of what’s next to come.

Coming across as creative on social media will let your followers retain more about your brand than your competitors.

Final Thoughts

As you may have guessed by now, advertising on Snapchat can be quite profitable.

It’s nothing but an underrated yet solid advertising option you should definitely leverage along with other top social media platforms.

Doing so will increase your chances of driving more followers, conversions, and sales on social media.

Not sure where to start? We can lend a hand.

We are a reputed digital marketing agency that has helped businesses drive success on social media and would be happy to help you with your advertising goals.

Reach out to us for some great results!