Snapchat's marketing methods and features

If you want to invest in the US market,Snapchat is indeed a good choice. Currently there are three major advertising formats on Snapchat: Snap Ads, Story Ads and AR lenses

1. Snap Ads

Snap Ads is an ad in the form of video with audio playback effects that can be browsed in full screen when users open the APP.

Snap ads are full-screen vertical video ads that last no more than 10 seconds. Use these ads to take people to and browse the site, or watch a long video.

Two-thirds Snapchat users turn on the sound when watching videos on the platform, which is much higher than those on Facebook and Instagram. Therefore, for Snapchat platform advertising, when making, you need to consider the user's vertical screen visual habits and automatic playback auditory habits. The more you cater to these habits, the easier it is to succeed in the delivery and promotion plan.

Once the user browses the screen, he will show the user more in-depth content. For example, longer videos 10 minutes, or show an article. Users can see Snap ads between stories. For advanced content, they will see ads in Discover (i.e. feed).

useOrdered Messages quickly sends a set of 10-second video ads, creating consecutive running clips in Discover to simulate longer videos.

This advertising format isOne of the most commonly used advertising forms of Snap is an excellent channel for testing hot products and promoting promotions.

Let me give you some little experience. Snapchat has strict requirements on material review. On the basis of paying attention to policies, when advertising, it is recommended to target 1-2 weeks in cycles, and multiple video materials will be placed separately for testing and comparison.

2. Story Ads

Story Ads is presented on the Discover page as an ad-listed cover, which can bring Snapchat users into a series of Snaps and import them into a web page, in-app or in an app store.

Story Ads will divide a video into three segments, each segment no more than ten seconds, which is a form that requires more material quality to some extent.

My common practice is to contact local internet celebrities to shoot videos, attract users through local creative content, asA type of A/B test, compared to conventional types, the ROI is 200% higher (not including KOL costs)

3. AR lens

passAR creates memorable interactive moments that Snapchat users can watch and send to friends

ps: Commonly used in brand advertising, and will not be explained in detail here

After introducing these three types of advertising, let’s take a look at how to maximize advertising revenue.

Snapchat is an attractive, mostly vertical visual platform that is very different from other social networks. Here are my own experiences in improving advertising revenue:

(1) Make the content interesting

Interesting and positive content will make your audience interact with your ads. This is achieved by using filters and lenses to create some interesting and shareable snapshots. Create a fun, playful feel for your ads. Use your creativity as much as possible so that your brand will be with Snapchatters resonate more.

If your content is something creative, exciting and fresh, people will become your fans. Universal Studios, for example, was very creative when launching "The Secret Life of Pets". They created a Snap Ad, the user can swipe up and create a Petmoji. It takes an average of 72 seconds for users to interact with the movie and its cute characters.

(2) Understand your audience

Choose the right lifestyle category to get the right user.

(3) Make full use of your audience data

Conduct your campaigns A/B test to understand what is valid, what is invalid, and what needs to be adjusted.

(4) Let users take specific expected actions

Before creating an advertisement, I would like to remind you that you must first clarify the goals you want to achieve.

For example, when you want to increase brand awareness and gain more perspectives, you can write and design some clever content to please your audience. If you want people to buy, register, or contact you, use a compelling and powerful call to action so that users can choose the link or button.

(5) Measuring and improving performance during the campaign life cycle

For example, change a title, run the campaign for three days and see what happens.

Different fromGoogle, Facebook, Snapchat emphasizes high-quality advertising with video. While exploring advertising promotion methods, don’t forget to communicate more with our design and operations to create more deeply rooted and localized material content.