Make Snapchat Ads Work for You
One of the more powerful social media marketing opportunities is the emergence of Snapchat as a direct marketing play. To get a clear idea of Snapchat’s vast reach and expanding popularity in terms of marketing value, consider that as of Feb. ’21, the social media giant boasted over 238 million daily users who generate over 3 billion Snaps every single day. All marketers should be strategizing on how to properly leverage Snap’s engaging platform given their loyal users and impressive reach.
To understand the potential power of Snapchat’s demographics, consider that 69% of all US teens say they use Snapchat daily. So, very clearly, if your target market is the key 18-24 demographic, Snapchat is the social media platform you need to reach them! In terms of US market penetration by age group, in the 12-17 demographic, Snapchat achieves a robust 66.5% overall penetration and a staggering 81.3% in that key 18-24 demographic.
In addition to those very impressive engagement rates, the average Snapchatter opens the app more than 30 times per day with the 2020 stats showing that Snapchat users spend an average of 30 minutes on the app each day. This is critical information for creation of your Snapchat campaign because it means that the average user logs in/out for only one minute at a time.
Introduced in July 2020, Snapchat Brand Profiles make it easy for brands to connect with Snapchatters with a link to a native store experience that allows Snapchatters to make purchases via Shopify.
The numbers on Brand Profile use to date include-
- Snapchat users are 20% more likely to make online purchases via mobile.
- Snapchat users are 60% more likely to make impulse purchases.
- Over 35% of Snapchatters regularly upload snaps about products they’re interested in buying.
The fact is that the key 18-24 demographic is estimated to have a direct spending power of over $1 trillion, and they are ready, willing and able to spend via Snapchat.
The How To Snap
To get your Snapchat advertising campaign moving ahead, let’s begin with some of the basics.
Snapchat Ad formats include Single Image Ads or Video Ads that invite users to swipe up, redirecting them straight to your landing page, video, or app. When utilizing either of these formats here are your required creative specs:
- Your ad can be anywhere from 3 – 180 seconds long (but no longer than 2 minutes)
- You can upload jpg, png, mp4, or mov
- Your resolution should be 1080 x 1920 px.
- You can include branding up to 25 characters, with a 34 character headline.
- You select your own CTA text.
Other key Snap Ads include Story Ads and Custom Filters. Story Ads allow your brand to appear as a tile in the Discover section. You can also use this Story as an overall collection of all your ads. Custom Filters allow you to showcase your product/service interactively, which creates engagement and also fits seamlessly into the overall Snapchat experience.
Now let’s look into your Snap ad management.
Managing Your Snap Ads for Maximum Engagement
Here are some Snapchat best practices for successful deployment of your next Snap campaign:
Start Fast, Start Strong
The first 2 seconds of every Snapchat ad is critical. We cannot stress this point enough. The more engaging the initial ad window is, the higher likelihood of capturing users’ attention and video completion to drive intent and action.
Don’t Neglect Your Call-to-Action (CTA)
Always deliver your CTA in the opening frame to immediately provide user motivation and maximize direct engagement.
Audio is Everything
Remember that 60% of all Snapchatters use it with the Sound On! This means you can and should focus on using the audio of your ad to drive personal engagement. And consider using a voiceover for your CTA as well.
Snapchat is a massive and growing opportunity for marketers. Identify your key audiences and find the best creative iterations to meet your marketing goals!