How to Advertise A Guide to SnapChat Ads on SnapChat

How to Advertise A Guide to SnapChat Ads on SnapChat

Snapchat is probably not the first channel that comes to mind if you’re a brand that wants to advertise online. First of all, you’re more likely to think of the more popular sites like Facebook, Instagram, YouTube or Twitter.

Your choice of social network does, however, always depend on the essence of your intended audience. If your target audience uses another website, such as Snapchat, there is no point in limiting your ads to the major social networks.

It is especially important for brands that are geared towards young people. Snapchat and Instagram are the outlets of choice for the Millennials and Generation Z. They may have Facebook accounts, of course, but they never use them-that’s where mom and dad are sitting. Young people of today would rather send a Snapchat Snap or Instagram Story, which will disappear in a day.

How does Snapchat advertise brands?

Snapchat marketing adoption has been sluggish

Snapchat is key for youth market targeting brands

AR is the biggest point of difference for Snapchat right now

Know Your Hearing

How Do Brands Advertise on Snapchat

The Advertising Boss at Snapchat

Snapchat marketing adoption has been sluggish

Snapchat was reluctant to embrace ads, and when it did so in 2014, it concentrated primarily on major, deep-pocket brands. For many companies early Snapchat advertisements were prohibitively costly. Things’ have changed, however. Now Snapchat has made ads on their website simpler and more accessible for brands.

Despite Snapchat now offering a variety of marketing options, brands have been reluctant to spend heavily on the site in advertising, far slower than they’ve been to take on Instagram Stories. Snapchat dominates just 0.6 per cent of the US digital ad market, according to eMarketer. By comparison, Google controls 37.1 per cent and Facebook (which presumably includes Instagram in its figure).

A Social Media Examiner study reveals that in the first quarter of 2018, just 8 per cent of advertisers agree to use Snapchat. 72 per cent said they had no platform plans in the next 12 months. Yet, Facebook is used by 94 per cent of advertisers, Instagram 66 per cent, Twitter 62 per cent, LinkedIn 56 per cent, YouTube 50 per cent and Pinterest 26 per cent.

Nonetheless, advertisement sales are rising at Snapchat. Global revenue grew by more than 50% in the first quarter in 2018. In the UK it is estimated that ad sales will double this year. In the UK, ad revenue is expected to outstrip that of the UK division of Twitter in 2019

Snapchat is key for youth market targeting brands

Given the slow uptake of ads on Snapchat, however, we can not ignore the success of the app with the youth. It is the most popular app with users between 12 and 17 years old. The eMarketer expects Snapchat to add 1.2 million new teen users in the next four years. We expect Facebook to lose 2.2 million users in that age group at the same time.

To marketers Millennials and Generation Z are significant. We make up about a fifth of the US population and invest $200 billion annually. There are lots of young influencers, particularly in niches like food, fashion, gaming, music, culture and tech. And while these influencers typically don’t spend their social time on Snapchat exclusively, on the site they still have a significant effect on their followers.

Snapchatters are still very serious. “If you have 1,000 followers on Snapchat, 900 of them will watch your post,” says Gary Vaynerchuk. If you sell a product that is of interest to Millennials and Generation Z, you will certainly consider advertising on Snapchat.

AR is the biggest point of difference for Snapchat right now

Snapchat has used its forum to promote the use of Augmented Reality (AR). Each day, they post more than 250 million AR snaps. Snap says over 70 per cent of its users are playing with AR every month.

That provides advertisers with significant incentives. According to Snap’s UK marketing director, David Norris, “Some of our consumers have sound on, the rest are used to communicate and play via the app. It creates a completely different opportunity for a brand to communicate. “Indeed, with the sound on, Snapchatters watch 60 per cent of video ads on Snapchat. In contrast, 85 percent of the videos Facebookers watch on the site on mute.

Adidas has started experimenting with selling goods using the latest Augmented Reality technology that can be shopped on the website. This allows advertisers to add a ‘buy’ button to their AR lenses.

Know Your Hearing

As in other forms of marketing, Understanding your target audience is the secret to advertising success on Snapchat. You have to be able to draw your future customers and get interested. If you’re having trouble doing this yourself (especially if you’re on the wrong side of 30) you may prefer to work with an influencer from Snapchat.

Snapchat lets you highly limit your advertisement spending. This is particularly true in the US market, which provides more granular demographic data than most of the rest of the world have.

Don’t try to do sleek advertising. The Snapchat crowd doesn’t react well to costly looking advertising, and you don’t have enough time anyhow to get their attention.

Rather than anything that looks like professional material, advertisements that look natural or average impress the audience.

Ideally, your ad should demonstrate a way, ideally humorously done, to solve a problem.

You are likely to see better results if you film your video on a phone than if you use expensive professional photographic equipment.

How Do Brands Advertise on Snapchat

1. Top just snap

These advertisements display a single piece of content at the top of the feeds for the users. These are static and can be used as images, as gifs or as video. These ads can not be attached to clickable hyperlinks, although there is nothing preventing you from showing similar URLs as a copy on your ad visuals.

These ads are ideal for events, sales or other one-off activities to promote.

To make an eye-catching impact, many advertisers opt for short form videos here. This could last as long as 10 seconds. Snapchat recommends that you keep your ads limited to five or six seconds. Snapchat video advertisements have a vertical orientation, much as with other Snaps.

These ads are often used by brands to drive people to a website landing page, watch a long-form video or install an app.

Snap ads usually contain tone, which is switched on by most users by default.

2. Video Material Long Form

Long Form Video advertisements may have a total length of up to 10 minutes. They are ideal for drawing attention to even longer forms of content, such as movie trailers or snippets of other substantial content pieces, such as a YouTube series. These types of advertising may include a Call to Action.

Long-form video advertising advertisements are mainly aimed at media outlets or brands with premium media to which they want Snapchatters to be guided.

Many ads also give users a chance to swipe up to see more stuff, such as long-form content or a longer video.

3. Mobile client

Snapchat’s Web View ads are particularly useful to introduce Snapchatters to your brand.

Web View ads are identical to Ads by Top Snap Only. There’s one additional element, though. Users will pick up the ad with Web View ads, and switch to a specific URL. It’s essential the ad is connected to the URL.

4. Depth Link

Deep Connect advertising is a variant on Web View advertisement. In this case, when a Snapchatter swipes up on your ad, a link to a particular location of content centered on the web is also provided. For example, he / she can click on a link to go straight to a particular app to download to the iOS App Store (or Google Play Store if on an Android device).

5. Enable Ad on App

An App Install app resembles a Deep Link app, but bypasses any additional URLs or links to content. When a user clicks on an App Update button, he or she goes directly to the correct download store page to download the software that you are promoting.

6. Funded Objects

Lenses enable snapchatters to make funny changes to their selfies and other images. They might want to make themselves look like the Devil, or some kind of alien.

Snapchat’s youthful users love to mess around with lenses to get the weirdest and funniest looks possible. Every day one third of Snapchat users are playing with this app.

Larger corporations can create custom filters that gets their name before other users of Snapchat.

If your sponsored lenses are especially popular you’ll also find Snapchatters posting their creations on other social networks, including Twitter and Instagram.

7. Patronized Geofilters

A geofilter is a graphical overlay that can be placed on your snaps by Snapchatter. We are used by most Snapchatters, at a rate of 1 billion geofilter a day. Advertisers, depending on where they are physically located, may create geofilters. For eg, if you’re working outside the US, you’d be supporting a geofilter that will only be accessible to users in the USA.

8. Geofilters On Request

These are similar to supported geofilters but are optimized for short periods of use in a localized region. You design and upload an overlay that is customised. Prices start at $5 for a limited time period of a specific region. Covering a small city block costs about $45.

Snapchat enables the development of free group Geofilters by cities, universities, and other public institutions.

The Ads Manager at Snapchat

Snapchat provides the brands with a free way of setting up and managing their ads – the Snapchat Ads Manager.

To use this you need to set up an ad account first. Once this is done you can go to Advertising Manager / Get Started.

You will use the Advertising Administrator Snapchat to

Shape a new campaign

Choose your target and set your budget (geographically and demographically).

Check your ads

Test how your ads are doing

Users of snapchat are young, funny and cynical. Nevertheless, they will respond to short ads which pique their interest. They also admire their influencers’ views so you could consider partnering with influencers to spread your message to Generation Z and Millennials as well. Don’t crowd their look though. They ask what they think of Snapchatters.

Snapchat can be an incredibly powerful communication tool to connect your message to young people. Don’t even worry if the primary target audience sprouts grey hair or hits the age of 30.

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