While most businesses crown Google or Instagram as King of Advertising, Snapchat is often overlooked as a powerful, effective, and relatively inexpensive way to reach the highly coveted millennial demographic. This guide is designed to show you the benefits of advertising on Snapchat and how it compares to its competitors. It will show you how to create successful Snapchat ads, and what metrics to look for after your ad is implemented.
Benefits Of Advertising On Snapchat
Here are some benefits to Snapchat advertising:
- The spending power of users
- Ability to target younger demographics
- Ease of ad creation
- Specific location targeting
- Full-screen ads
- Unique Snapchat features
Targeting your core demographic is a vital part of picking what platform to place ads. Snapchat users are primarily within the Millennial and Gen Z demographic. If your target audience aligns with these age groups Snapchat would be a favorable platform to place ads.
According to a Hootsuite article written in 2018, Snapchat captures 41% of those ages 18-34 every day. It also has the sixth-highest concentration of Millennials among all mobile apps.
Millennials and Gen Z have a $1 trillion spending ability. By neglecting Snapchat as an advertising platform you are leaving money and potential consumers behind.
In a Murphy research study, they found Snapchat users were 60% more likely to impulse buy.
Snapchat’s Ad Manager interface is extremely user friendly. It intuitively guides you through the whole process with their ‘Instant Create’ option. Comparatively, Facebook and Google have much more complex processes for creating an ad.
If you’re a seasoned ad creator, Snapchat has a more advanced ad creation option called ‘Advanced Create’. Anyone with a business Snapchat account has access to this feature. You can find the ‘Advanced Create’ portal from your desktop by logging into your Snapchat account and hovering over the ‘Create Ads’ button in the top left corner and selecting ‘Advanced Create’. Within the advanced create feature you can access a lot more customizable campaign options like:
- Split Testing
- Campaign creation instead of a single ad creation
- Access to more specific controls for who views your ad
- Access to a lifetime budget instead of just a daily budget
- Advanced bidding options (Auto-bid or Max bid)
- Tags that allow you to be able to target users that may consume products related to it
- Topsnap testing
In addition to its younger user demographic, and workable interface, Snapchat is the only platform that allows super-specific location targeting. It allows advertisers to target universities, parks, or even specific buildings. This allows you to target areas that largely contain your demographic instead of targeting a whole city, region, or country where your ad dollars would be wasted.
How Is Snapchat Different From Its Competitors?
Snapchat gives you the creative license when deciding what you want your ad to look like. You can use a GIF, video, or static image.
A ‘Snap Ad’ will run in a full-screen video format with the sound on. This differentiates itself from other platforms where the sound is turned off until the user decides to turn it on. This is a huge opportunity to make an initial impression with sound. The 100% full-screen ad is advantageous, Instagram is the only other platform to use this method of advertising. It’s only within their story feature and it doesn’t include sound.
There are three different types of Snap Ad formats displayed below:
App Installs look like this on the app:
Long-form videos are presented like this:
Last but not least, web view ads are presented like this on the app:
The full-screen ads differ from other platforms. For example, Facebook and Instagram feed ads take up about 25%-33% of the screen when scrolling through a timeline or browser this allows for the user to be distracted by other information, while on Snapchat the ad has their full attention when the advertiser uses the full-screen presentation option.
Another Snapchat exclusive feature is branded tiles on the ‘Discover’ page. These are companies like Seventeen magazine that make content consistently to be featured within the ‘Discover’ page but companies can also pay to be a sponsored tile on the page.
Other Snapchat advertising options include sponsored lenses and sponsored filters.
Here’s an example of a Snapchat lens:
This is one of Snapchat’s success stories.
The last example is a Snapchat filter that was launched in Germany. It was a huge success for the brand. View their KPI’s here.
Here is a helpful link that explains what filters and lenses are and how to create one for your business. These features are unique to Snapchat, and while Instagram has tried to copy Snapchat’s lenses and filters the quality falls short.
Marketing guru Gary Vaynerchuk praises Snapchat for its ability to capture the attention of its users. He said he hasn’t seen such an active user base since Twitter in 2007 and 2008. Let’s compare Snapchat stories to emails. According to Gary, on the best day, only 25% of his emails are opened this would be a very low percentage of stories viewed on Snapchat.
Industries Advertising On Snapchat
Naming all the businesses that advertise on Snapchat would be almost impossible, so instead here’s a list of industries that Snapchat has hosted ads for:
- App services
- Consumer packaged goods
- Financial services
How To Engage An Ad Viewer
The average Snapchat user is very engaged with the app, opening it 18-25 times a day. While the users are loyal to the app it is important when creating an ad to catch their attention as soon as possible with a clear message, USP, and call to action. Here is an example of a brand that had clear messaging, engaging visuals, and a clear call to action.
Elf had eye-catching visuals to open the ad with, then by the third second of their ad they had their USP displayed on the screen, and finished with a ‘Shop Now’ call to action. They followed the formula for a successful Snapchat ad.
Engage in 1-2 seconds + Present USP in 3-4 seconds + Finish strong with a call to action
Questions To Ask Before Creating A Snapchat Ad
- Who is the target audience?
- What do you want your viewers to do?
- Gain awareness of the brand, buy a product, download an app, visit a website
- What type of ad will you run?
- How do you want the ad to look?
- Video, GIF, image
- Will there be ad copy?
- Is there music or a voice-over?
- What is the daily and lifetime budget for the ad/campaign?
- How long should the ad run?
Most Effective Snapchat Ads
Lead Generation Ads
- Best for audiences you don’t have a relationship with
- Offer something that solves a problem or provides value
- You receive the customer’s email that can be used to occasionally promote your business
- You can retarget those that visited your site in the future (this requires the Snap Pixel plug-in)
- This ad gives something away for free that gets customers into a brick and mortar location
- People came in for the freebie but bought additional items
- This is an ad served to customers that are theoretically interested in the same things your current customers are.
How to do it:
- Load up your email customer contact list into Snapchat. (located under the assets tab in the ‘Audience’ section)
- The app then builds a list of potential new customers that will theoretically like the same things as your current customers.
- Create an ad for this specific customer base.
- The ad you’ve created will then be served to the people that the Snapchat algorithm deemed of value to you.
Note: You should have more than 1,000 emails to make sure the Snapchat has enough people to use in their algorithm.
How To Create Snapchat Ads
The first step to creating Snapchat ads is to download the app.
Creating your business’s Snapchat account:
- Download Snapchat from the App Store
- Open Snapchat
- Tap ‘Sign Up’
- Enter your name and tap ‘Sign Up & Accept’
- Enter your date of birth
- Create a username
- Create a password
- Enter your phone number and verify it *optional
- Use your username and password to access Ads Manager within the app
Once you’ve accessed the Ads Manager follow these steps to create your ad with Instant Create:
- Select ‘Instant Create’ option
- Select an ad goal
- Input website
- Select the image, video, or GIF you want to use
- Crop image or video if necessary
- Enter ad copy and choose a layout template
- Edit template as desired
- Continue and fill ad demographic information, the location where you want the ad to appear, the duration for the campaign, and business and payment information
Follow these instructions to create an ad with ‘Advanced Create’:
Build Your Campaign
- Choose what you want your viewers to do and convert to.
- Choose a detailed name for your ad.
The best option is to name it by the objective of the ad and the time frame in which it will run. Then choose the time frame you want the ad to run through
- Choose daily and lifetime budgets
- It’s suggested you name your ad set by the audience, budget, goal, and schedule.
The more detail the better considering you can run multiple ad campaigns and ad sets.
- Select the ad format and ad type, then attach the file that you wish to advertise.
Commercial ads cannot be skipped and are recommended.
- Select your placement preferences, audience location, demographics, and language.
This will vary from business to business and should all be decided in the research phase before creating an ad.
- Select audiences predefined category, operating system, and connection type
- Choose the status of the ad, budget, start and end date of the ad, the goal of the ad, and your bid type.
As a newcomer, it is recommended to choose the auto-bid option. This takes the guesswork out of how much you’ll need to spend on daily ad budgets in the future. It will also allow you to figure out your cost per action or in layman’s terms how much you spend for someone to complete your desired ad goal.
Build Your Ad
- Fill in your ad name, brand name, and headline then choose whether you want the ad to be sharable. Test your ad in Topsnap to make sure it meets the minimum requirements.
- Select whether you want the ad to be active and fill in the tags that correspond to your ad.
Review and Publish
- Review your previous ad choices, fill in your business information, and payment details.
- Publish your campaign
How To Install Snap Pixel
Snap Pixel is an important program you will want for the purposes of retargeting and analytics. You can add it to your website by following this video tutorial.
How To Measure Success On Snapchat
KPI’s (key performance indicators) are what you will use to measure the success of your campaign. If you already have a website, your current KPIs might be conversion rate, total revenue, or time spent on your web page. Outlining metrics to measure your success in advance is helpful because it keeps you (and your team) focused on the end goal throughout the entire project and helps avoid distractions.
There are two apps needed to measure your KPI’s on Snapchat. Snaplytics and Delmondo.
Neither app measures every KPI.
Snaplytics measures open rates, story views, average screenshots per story, and completion rate.
Delmondo tracks more helpful metrics and provides a more detailed view of your audience, basic metrics, and channel comparisons to your other social media channels.
Here are some of the specific KPI’s tracked by Delmondo
- Completion rates
- Screenshot rates
- Measures how well your Snapchat is doing against your Twitter, Instagram, Facebook, and YouTube
Other important KPI’s to measure that aren’t on Snaplytics or Delmondo
- Fall-off rate – The fall-off rate takes a little bit of grade school math to calculate. Here’s how you do it:
- Compare the views of your first two photos on your story
- The first has 500 views and the second has 400
- 500 – 400 = 100
- 100 / 500 = .2
- .2 x 100 = 20%
Therefore your fall-off rate is 20%.
- Number of followers – Below are the steps to locate your follower count
- Open Snapchat
- Click on your Bitmoji in the top left corner
- Look under your yellow snap code and beside your username
- The number located there is your follower count
- Geofilter analytics – Here’s how to locate your geofilter analytics
- Log into the desktop version of your Snapchat account
- Click on your name in the top left corner
- Click ‘My Geofilters’
- Select the geofilter
- Scroll to view your metrics
Here’s a link to successful Snapchat ads and their KPI’s. The list can be sorted by region, industry, and campaign goal.
Here’s How Can We Help
If you would like to take full advantage of your advertising budget, outsource your Snapchat marketing or other digital marketing needs to experts please contact Ventura Web Design at (813) 556-7990 or fill out the online contact form.