Snapchat has become an increasingly popular platform for social media marketing and advertising in recent years. With its large Gen Z and millennial user base, engaging video and image content, and playful features, Snapchat offers brands a unique way to reach younger audiences.
However, the platform also has its limitations when it comes to advertising. The ephemeral nature of Snaps, less developed ad targeting capabilities, and measurement challenges present obstacles for marketers. Determining if Snapchat is a good place for ads requires carefully weighing the pros and cons of its advertising offerings.
The Pros of Snapchat Advertising
Here are some of the main benefits Snapchat offers for marketers:
Large Young User Base
Snapchat has a massive daily active user base of over 300 million, the majority of whom are under 30 years old. Over 90% of users are between the ages of 13 and 24. This makes Snapchat an ideal platform for targeting Gen Z and younger millennials. Brands selling products aimed at younger demographics can reach their target market efficiently on Snapchat.
Vertical Video Ads
Snapchat was one of the first platforms to popularize vertical video content. The app opens directly to the camera, encouraging users to share vertical videos and images.
Vertical video ads fit right in with this behavior. Snapchatters are already accustomed to engaging with vertical video, so ads don’t feel disruptive or out of place. Vertical video ads tend to get more attention than landscape ads on mobile.
Ad Creativity and Playfulness
Snapchat enables marketers to create playful, attention-grabbing ad content. Features like lenses, filters, Bitmoji, and augmented reality allow brands to showcase their products or services in creative ways.
For example, a makeup brand could create a branded lens that lets users virtually try on different lipsticks. A restaurant could develop an AR lens that makes it look like menu items are dancing around users’ faces. The possibilities are endless.
These types of engaging, fun ads are well-suited for Snapchat’s generally young demographic. Playful creativity gives brands the chance to showcase their lighter side.
Ephemeral and Shareable Ad Formats
Snapchat introduced ads within its signature Stories format in 2015. Story ads can be either vertical video or images. They appear between friends’ stories and are viewable for 24 hours, just like user Stories.
The temporary nature of Story ads helps them feel integrated into the Snapchat experience, rather than disruptive. But Snapchatters can still easily screenshot or share ads they find relevant or entertaining.
In 2018, Snapchat rolled out Commercials, a new 3-10 second non-skippable video ad unit. Commercials appear between friends’ Stories or as the first Snap when opening the app.
Again, the bite-sized ephemeral format of Commercials fits the consumption patterns of Snapchat’s young audience. Short video ads are less intrusive than long forced viewing. But compelling Commercials can still inspire shares or drive site visits in their limited time on screen.
Targeting by Interests and Behaviors
Snapchat’s ad targeting capabilities leverage user-provided demographic data, interests, and purchase behavior. Detailed targeting makes it possible to home in on specific user groups, though not to the same level of precision as platforms like Facebook or Google.
Still, having the ability to target by age, gender, location, interests, and device type does lend improved segmentation capabilities for Snapchat ads. More advanced targeting unlocks greater potential campaign performance.
The Cons of Snapchat Advertising
However, Snapchat advertising also comes with distinct limitations and challenges that brands should keep in mind.
Short Lived Ads
While the ephemeral nature of Snapchat ads aligns well with how users engage on the platform, it does pose issues for brands that want to extend or continue an ad’s reach. Snapchat still lacks adequate options for brands to keep ads alive or recirculate top performing ones.
There are some paid partnership opportunities for extending Story ad reach. But in general, brands have to go back and repromote from scratch once their 24-hour Story or Commercial ad expires.
Less Sophisticated Targeting Features
As noted above, Snapchat does enable targeted ad delivery based on user attributes and behaviors. However, its targeting capabilities lag behind more advanced platforms like Facebook or Google.
Snapchat relies more on contextual and age-based targeting. Brands don’t have access to the robust demographics, pixel-level web tracking, or connection-based custom audiences that power ads on other platforms.
Younger Demographic Comes with Lower Budgets
Reaching Snapchat’s young audience comes at a cost—most Snapchatters don’t have big budgets to put toward purchases. Teens and young adults attracted to Snapchat ads may end up window shopping rather than converting.
Catering ad creativity and offers toward frugal budgets can help improve results. But the youthful audience is inherently tougher to monetize. Lower conversion and purchase rates are par for the course.
Underdeveloped Analytics and Reporting
For years, Snapchat lacked robust analytics for ad campaigns. Marketers had to rely on engagement metrics like views, shares, and swipes rather than definitive performance data.
Snapchat has worked to improve analytics capabilities in its Ads Manager. But measurement remains an issue, especially compared to the deep campaign insights offered by competitors.
Without refined measurement, it becomes harder for brands to fine tune ad strategy or calculate definitive ROI. Weak analytics is a top frustration of Snapchat advertisers.
Tips for Successful Snapchat Ads
While Snapchat ads come with some clear drawbacks, brands can maximize results with smart strategy and creative. Keep these tips in mind when developing Snapchat ad campaigns:
Play Up Visuals and Video
Snapchat is all about visual storytelling. Ad content needs to be eye-catching and vibrant to stand out. Use striking imagery, colorful graphics, and playful video content. Leverage the tools for overlays, annotations, filters and lenses.
Align Ads with Snapchat Ad Formats
Creative that’s built for the vertical, full screen experience will deliver stronger results. Use Snapchat’s best practices for aspect ratio, orientation, sizing, etc. This ensures ads look and feel cohesive with their surrounding content.
Integrate with Lenses, Filters, and AR
Creative use of lenses, filters, Bitmoji, and augmented reality can make ads more engaging and memorable. Enable people to interact with products or environments in fun ways.
Echo Youth Culture and Values
Understand the cultural influences and trends that matter to Snapchat’s young users. Align branding and messaging with shareable youth values. Build trust and affinity through relevant content.
Drive to a Strong CTA
Every Snapchat ad should steer viewers toward a clear, compelling call-to-action. Send people to your site, app, ecommerce store, content, etc. Make sure the post-view experience is optimized.
Test Different Objectives and Audiences
Snapchat’s ad platform supports brand awareness, web traffic, app install, and conversion campaigns. Test different objectives and target groups to find what performs. Expand upon winning combinations.
Leverage Influencers and Sponsored Lenses
Partnering with relevant influencers can spread brand awareness. Developing sponsored lenses enables mass sharing and interaction. Both cost more but amplify reach.
Conclusion
Snapchat presents unique advertising opportunities—but also has key limitations. The platform makes it easy to reach youthful audiences in fun, engaging ways. But ephemeral content, spotty analytics, and light targeting require adapting creative strategy and expectations.
Ultimately Snapchat can be an impactful place to advertise, with proper alignment between goals, spending, and audience. For brands focused on Gen Z and millennials, Snapchat deserves a role in the marketing mix. Integrating Snapchat with more robust platforms like Facebook and Instagram gives the fullest coverage across key demographics.
The following table summarizes the key pros and cons of Snapchat advertising:
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Determining if Snapchat makes sense for your brand comes down to aligning your goals, audience, and resources to the unique advantages and limitations of Snapchat advertising. With strategic investment and creativity, Snapchat can drive strong engagement and results with youthful demographics. But it works best when paired with more robust platforms like Facebook and Instagram.