Snapchat is a popular social media platform that allows users to share photos, videos, and messages that disappear after being viewed. In recent years, Snapchat has also become an increasingly popular platform for businesses to run advertisements and connect with younger audiences.
But are Snapchat ads actually effective? There are arguments on both sides. Here we’ll explore the pros and cons of Snapchat advertising and look at some key factors to consider if you’re thinking about launching a Snapchat ad campaign.
The potential benefits of Snapchat ads
Here are some of the main potential upsides of using Snapchat ads:
Reach a young audience
Snapchat’s user base skews young. As of 2022, nearly 70% of Snapchat’s daily active users were between the ages of 13 and 34. This makes Snapchat ads a good way to reach Millennial and Gen Z consumers.
Creative and vertical video ads
Snapchat ads are well-suited to mobile. Video ads play vertically and users can Swipe up to view longer videos or Swipe down to dismiss ads.
There are also opportunities for innovative formats like augmented reality lenses and interactive games.
Targeting capabilities
Snapchat lets advertisers target campaigns based on:
- Age
- Location
- Gender
- Contextual factors like keywords and topics
Detailed targeting helps ensure ads are shown to the right audiences.
Premium ad placements
Snapchat offers prime ad spots within curated publisher content, including:
- Publisher Stories – video ads play between content from top publishers
- Discover – full screen video ads appear between Discover channels
- Lenses – sponsored augmented reality lenses that overlay ads on images
Shoppable ads
Snapchat has shoppable ad formats that let users complete purchases without leaving the app. This provides a seamless path from seeing an ad to buying a product.
The potential downsides of Snapchat ads
However, there are also some drawbacks and challenges to be aware of with Snapchat ads:
Lower click-through rates
Because content disappears in Snapchat, the platform tends to have lower ad engagement in terms of clicks. Click-through rates on Snapchat average around 0.50% compared to 0.90% on Facebook.
More limited audience size
While Snapchat reaches the coveted youth demographic, its overall audience is still smaller than other platforms. Snapchat has around 330 million daily active users, compared to Facebook’s 2 billion+.
Transient nature of content
The ephemeral nature of Snapchat means ads don’t live on permanently. This can make it harder to build up awareness and impressions over time compared to other social platforms.
Measurement challenges
Since Snaps disappear, it can be harder to track metrics like completed video views. Marketers have to rely more on Snapchat’s self-reported metrics.
Higher cost per impression
Due to the premium nature of Snapchat’s video ad placements, costs per impression tend to be higher than platforms like Facebook and Instagram.
Tips for running effective Snapchat ad campaigns
If you do decide to test Snapchat advertising for your brand, here are some tips to get the most out of your spend:
Focus on the right objective
Consider campaign goals beyond just clicks and conversions. Brand awareness and reach are often better fits for Snapchat.
Tailor the ad creative
Create vertical video ads optimized for mobile. Add captions as not all users watch with sound. Use Snapchat’s creative tools for interactive experiences.
Leverage Snapchat’s self-serve platform
Use Snapchat Ads Manager to create, manage, and optimize campaigns without a rep involved.
Measure performance
Look beyond clicks and track metrics like, video views, reach, frequency, and
completed views to gauge effectiveness.
Retarget engaged users
Use Snapchat’s Pixel to create audiences who have interacted with your brand and
retarget them with ads.
Case study: Wendy’s Snapchat Sponsored Lens
Here is a case study showing a successful Snapchat ad campaign:
Objective
Raise awareness of Wendy’s new Pacific Crispy Chicken Sandwich by reaching younger consumers on Snapchat.
Strategy
Launch a sponsored augmented reality lens that lets Snapchat users transform themselves into Wendy, the brand’s mascot.
Results
- 224 million impressions
- 15 million activations of the lens
- 33% higher purchase intent
This campaign led to a big increase in awareness and interest in the new menu item among Wendy’s target audience on Snapchat.
Conclusion
Snapchat advertising comes with unique advantages and disadvantages compared to other platforms. The ephemeral content and younger user base provide opportunities to drive awareness and engagement with the right campaign. But marketers should be aware of factors like higher costs and more limited analytics. Ultimately the audience reach and creative formats can make Snapchat a viable option for brands aiming to connect with Gen Z consumers.