How to rationally use several advertising forms of Snapchat to attract

Now that you understand why advertising on Snapchat is worth your time and effort, this article will clearly explain how to create ads that appeal to the platform’s unique audience.

Six different types of Snapchat ads

Before starting your advertising journey, you should know the different paths you can take. In the case of Snapchat, there are six different ad types.

snapshot ads

Snap ads can take many forms: videos, photos, GIFs, and more. Regardless of format, ads are full-screen and appear between different types of Snapchat content. They allow viewers to take immediate action, such as installing an app or clicking on a specific URL.

While Snap ads can last up to three minutes, they are most effective between three and five minutesSecondlong.

This screenshot is from a 9-second ad for mobile gaming company Nanobit. You can see the full story in this case study on the Snapchat website - its CPI is 50% lower than other platforms.

filter

In the world of Snapchat, the word "filter" doesn't apply to the various edits and overlays we put on our faces to make it look like we have giant anime eyes, or are wearing particularly ridiculous hats. These are the "shots," which we'll outline below. Instead, filters contain stylized text and images and target specific demographics. The filters below were developed by Quaker Oats for college students and young professional women, female fitness enthusiasts, convenience seekers and working moms.

Snapchat also offers GeoFilters, which target geographic areas rather than specific demographics. Custom GeoFilters are popular with cities, universities, and other public venues, who can create community Geofilters for free (provided there is no branding logo).

Businesses can create their own GeoFilters for as little as $5. (Though the larger the territory, the longer the ad runs and the higher the cost.)

The cost of a two-day GeoFilter is $13 for the area surrounding a specific office building. Increasing the radius to a full city block increases the price to about $45. If you want to go big instead of go home, you can target 70 city blocks (or about 5 million square feet) for $3,000.

GeoFilters are ideal for location-specific businesses such as theme parks and hotels.

lens

When you think of Snapchat, you probably think of puppy ears and/or flower crown selfies. Those are shots!

From an advertising standpoint, they can also turn you into a giant burrito, like this one from Taco Bell. If you see this in your feed, you're unlikely to forget it, even if you try hard.

In addition to the "Face Lenses" mentioned above, Snapchat also offers "World Lenses," which use the front-facing camera to make objects appear to be in your physical space. So you can imagine, for example, what it would feel like to have a burger on a plate in front of you! Created from images of real burgers, this shot from Bareburger lets potential customers imagine their meal from every angle.

story advertising

Story ads are a collection of Snap ads in quick succession. You know, those times when you need more than three to five seconds to convey what you want to say!

Story ads appear in the Discover feed with a cover photo and headline designed to engage you.

product advertising

Want to showcase your products and services? Upload your catalog or service listing and create "shoppable" ads (aka product ads).

Here's an example of what you'll see as an advertiser when you create these ads. Below is an example of what users see. They can click on the item that looks most appealing and buy it immediately!

advertise

Snapchat ads (only available in certain countries) are exactly what they sound like. They clock in at six seconds long and cannot be skipped.

dynamic ads

The newest product (launched in mid-October 2019) Dynamic Ads brings automated personalization to Snapchat ads. While remarketing lets you send ads to past visitors of your website or mobile app, dynamic remarketing lets you specifically direct people to an online catalog page for the exact product they viewed on your website. Dynamic ads from clients like Swarovski and Ivory Ella have seen great results during the holidays.

How to Advertise on Snapchat

1. Navigate to Snap Ads Manager
2. Decide what type of ad you want to create:
3. Choose the goal of the ad you want to create:
4. Copy and paste the URL you wish to drive traffic to. (Importing photos will save you from having to upload them yourself.)
5. Choose a title and call-to-action:
6. Choose your demographics based on gender, age, location and (if you prefer) lifestyle. 

How much does it cost to advertise on Snapchat?

Snapchat chat fees are a bit like the “how long is a piece of string” question. To give you an idea of ​​the different investment levels, here are Snapchat's projected one-week average daily swipe rates for the above-mentioned demographics for investments of $20 per day, $200 per day, and $2,000 per day.

Snapchat Ads Best Practices

As with any type of campaign, it's important to familiarize yourself with best practices before you start creating your own ads, especially if you want to maximize your budget.

Know your audience

As we mentioned at the top of the article, Snapchat is particularly popular among 18 to 24 year olds. Therefore, this platform is best suited for people under 25 years of age. Make sure you also build your audience from your list of Snapchat customers or a lookalike audience based on your Snapchat customers.

Define your business goals

Don’t run Snapchat ads just for the sake of running Snapchat ads. Make sure you know what you want your campaign to achieve. Otherwise, you won't be able to develop a strategy and test it to see if it succeeds. So make sure you know if you're trying to increase views on your videos, re-engage your app users, increase website traffic, etc.

Test and optimize

Snapchat automatically optimizes your ads based on the goals you choose during setup. While your campaign is running, try A/B testing and pay close attention to things like which visuals perform well and when your audience is most receptive. Use this data to inform your strategy moving forward.

Measurement results

Snapchat Ads includes some pretty powerful analytics. From delivery metrics to spend metrics to conversion metrics and everything in between, you'll know if your Snapchat ads are performing as expected. Plus, you'll get tips on how to do it better next time. Before your campaign starts, make sure you know how to use Snapchat Analytics.