Updated: Jan 23, 2020
Something that is not as widely spoken about is Snapchat adverts. The social media channel has really started to grow their advertising platform recently and with 200 million daily active users, it's well worth finding out what you are missing out on!
Now first of all if we look at the way in Snapchat is built, we can see that it's main focus is on people creating organic, raw content with some interesting features, such as their A.I filters. So will advertising fancy products with fully edited advertisements work? Let's look deeper into this.
Types of adverts
Snapchat currently offers 3 types of advert formats and within this has multiple objectives.
The first is 'Snap Ads' which are the most popular formats for advertisers as these are most likely to encourage traffic and conversions. These ads are full screen, play with sound and are always in video format. A massive benefit of this is their native 'swipe up' feature that allows users to swipe up on an advert and not even leave the Snapchat app to complete a certain action, which really helps to increase conversions.
Within snap ads, there is 3 objectives/formats:
- The first is Web view. This allows you to add in a website link to bring in website traffic or increase conversions. It will encourage the user/audience to swipe up on their screen to visit your website. A great use example for this would be a lead form. You can use Snapchat's 'Auto-fill' options to reduce friction and forms will get automatically filled out.
- Second is the App Installs. I feel personally this is a massive opportunity. Snapchat has a largely younger demographic (This doesn't limit it to solely young people) and being able to put a 6 second video in front of them for your application can easily lead to a swipe up and install. The benefit of this swipe up feature is that, again, it reduces the conversion friction and the amount of things a user has to do to install the app/take a certain action.
- Finally, is long form video. These ads help you to drive traffic to your longer videos such as trailers or even a full length video, all using that same swipe up feature.
The next ad type on the list is the filters. Filters are used in almost every picture you see on social media these days. The filters that we are talking about here are 'Geo filters'. These are little sticker/filters that can be added to your image and show you the location that you are at when taking the picture.
These types of advertisements are mainly going to be used to build brand awareness for brick and motor businesses. People that are visiting a physical venue will be able to add your little Geo Filter into their image and post to their story, which will create awareness and interest. The issue with these filter adverts is that there is no real way to track traffic and conversions from them as there is no way to attach a link. This is the reason for it being best for brand awareness.
The final ad format is lenses. These are the filters that you see all over the place. In almost every selfie on social media. Weather it is a funny filter that warps your face, or makes you look like some sort of animal, these lens filters can really allow you to get creative and make use of the clever augmented reality features that Snapchat has to offer.
This feature is again mainly used by companies that are looking to do brand awareness campaigns. The funnier the filter the more likely you will get good engagement. This advert format is more likely the best way to do large B2C awareness campaigns over trying to gain B2B leads.
Some really large companies have run some massive campaigns with this option as you can see below.
Let's have a look at some of the demographics. Snapchat is generally for a slightly younger audience, however their is still a large amount of people that are slightly older, so depending on your product and the size of audience you are looking for, you shouldn't completely rule it out for an older audience.
- 75% of Snapchat users are under 34 years old
- 90% of Snapchat users are 13-24 years old.
- Roughly 61% of Snapchat users are female and 38% are male.
- Roughly 61% of Snapchat users access the platform daily.
- On average, daily Snapchat users are opening the app over 18 times a day.
All of these stats are really impressive and show that there is a massive audience waiting to see your product/service on their favourite platform.
What We Think
Overall, I see Snapchat advertising growing massively over the next few months and years. If they can really dial in their platform it can be really profitable.
It is hard to put any numbers in front of you regarding the costs of these ads as each industry, product and service will be different and it can come down to copy, creative and actual targeted audience. Therefore I wouldn't like to give you a number that may not be achievable for you.
My suggestion would be to never rule this out and if you can spare a couple hundred pounds of your marketing budget for the month then absolutely test the waters with Snapchat and see how it works. There is no harm in trying.
At the end of the day, the cost of any social media advertising is considerably lower than any other form of advertising at the moment, there is so many more benefits to social media and digital advertising such as the trackable results and testing you can do. Therefore there is no harm in trying it out and seeing how it can help your business!
If you would like to find out more or want us to help you set up your advertising campaigns online, then please get in touch via our contact us page and we will respond as quickly as possible.
- Tiger Shark Marketing