SnapChat advertising isn’t a new trend, but it certainly isn’t exactly a hard science, either. With a huge landscape of digital advertising opportunities, it’s fair to say that the SnapChat audience and platform offer more niche (but valuable!) opportunities for brands. Not all platforms are right for every advertiser; understanding the SnapChat ad market is critical when media planning and campaign pitching for clients.
So today, that’s just what we’re going do; keep reading for more on the value of Snap ads and platform opportunities for your clients.
SnapChat advertising was introduced in 2017, offering brands the ultimate resource to promote products and increase brand awareness while developing invaluable relationships with fans and followers. Since then, the platform has worked with brands to develop lenses, filters, Discover stories, and influencer campaigns, offering a diverse ad offering and opportunities ad portfolio.
Let’s break it down by the numbers:
All of these numbers add up to a very valuable advertising platform for brands that know how to mobilize an audience through new media and video channels.
With such a powerful platform available to brands and advertisers, it’s no surprise that SnapChat is continuing to innovate with marketing partners in mind.
Looking ahead, Snap appears to be integrating AR technology even further into marketing and sponsorship opportunities within the platform. In addition to offering paid, geofenced overlays, Snap now also offers region-specific, nationwide, and global sponsored lenses; the next frontier could be image-recognition triggered ads, making tailored ads even more personalized.
That personalization stands to go even further. While Snap ads continue to offer full-screen experiences with 100% viewability and default audio, platform advertising now offers add-ons like web view, app install, long-form video, and additional lens options. One of the newest updates competes directly with Facebook ad capability, allowing brands to target demographic groups in addition to the traditional location-based options.
The SnapChat advertising environment is evolving, but the platform is clearly working to develop unique offerings that meet modern advertising needs. That flexibility and innovation make the platform a strong consumer-focused advertising channel for national and global brands.
Obviously, Snap advertising isn’t right for every business; as an agency expert, you’ll know your clients’ demographics and needs and will be able to build out a media mix that optimizes budget and reach.
For those looking for a little more context as to the power of Snap advertising, (and why it might be a strong area to sell against), we’ve included a solid example of the rich media ads Snap offers to ad partners.
A case study featured on Snap’s For Business site states the following:
In order to drive consideration at scale, HiSmile leveraged Snap Lifestyle Categories like Music, Sports Fans and Gamers, and used its own customer lists to develop lookalike audiences. This strategy allowed the company to scale its reach while focusing its spend on high-potential Snapchatters who shared characteristics with its existing purchasers. HiSmile complemented this reach tactic with a re-engagement campaign, using the Snap Pixel to develop audiences of past site visitors who exhibited a high intent to purchase.
HiSmile also kept its creative fresh, constantly testing different lengths, talent, and styles to learn what worked best with the Snapchat audience. They ultimately found the most success with an endemic, direct to camera style featuring a singular focus on the product and logo to drive qualified swipe ups.
HiSmile was able to scale its budgets with confidence after seeing ROI from their Snapchat campaigns. Ultimately, they were able to drive new qualified customers to their website which led to a 15% increase in revenue.
And that’s just one example.
