Snapchat is one of the most popular social media platforms, especially among younger audiences. Snapchat reports having over 229 million daily active users who spend an average of over 30 minutes per day on the platform. This makes Snapchat an attractive platform for brands looking to reach younger demographics with their advertising. However, the unique features of Snapchat can make it difficult to format ads effectively. In this article, we will examine the key options for formatting Snapchat ads and look at the pros and cons of each approach. We will also offer recommendations on the best practices for creating compelling Snapchat ads.
Snapchat Ad Options
Snapchat offers advertisers several ad formats to choose from:
Snap Ads
Snap Ads appear between stories and other content. They can be videos up to 10 seconds long or images. Snap Ads take up the full screen and can include call-to-action buttons. The benefit of Snap Ads is that they command full attention for their brief duration. However, they may be easy to skip through.
Sponsored Lenses
Sponsored Lenses allow brands to create their own augmented reality lens that Snapchatters can access. These can include interactive elements, branding, and incentives to share. Sponsored Lenses can be highly engaging, but are also one of Snapchat’s more expensive ad options.
Filters
Filters add branding or information to Snapchat photos or videos. Geofilters are location-based and event-based Filters can be timed to live events. Filters are non-intrusive but may not be as attention-grabbing as other formats.
Sponsored Geofilters
Like regular Geofilters but sponsored by brands and available at specific times and locations. Help brands target Snapchatters attending relevant events.
Snapchat Commercials
These are full-screen vertical video ads up to 60 seconds. Play between Snapchat Shows or Publisher Stories. Highly engaging but also one of the more expensive ad formats.
Collection Ads
These showcase multiple products or services in one ad unit with swipe-up options to learn more or purchase. Benefit is showcasing variety while retaining clear calls-to-action. Can be image-based or video.
Story Ads
Appear within Publisher Stories along with content. Run up to 60 seconds. Brands can work with Snapchat to create custom Story Ads. Provides high visibility in immersive content.
Best Practices for Snapchat Ad Formatting
When deciding how to format your Snapchat ads, keep these tips in mind:
Be Brief and Visually Striking
Attention spans are short on Snapchat, so your messages should be concise and eye-catching. Use bold colors, dynamic graphics, and succinct text.
Leverage the Vertical Format
Snapchat was made for vertical mobile content. Play to that strength by avoiding landscape formats that will get cropped awkwardly. Position key elements high in the frame.
Use Caption Overlays and Stickers
Layering text, captions, and stickers over your visuals can convey more information without cluttering the image. Keep text short and legible.
Think Mobile
Most Snapchat usage happens on the go via phones. Optimize your ads for mobile with easy-to-read fonts and clear calls-to-action. Prioritize design over dense text.
Make it Interactive
Leverage Snapchat’s interactive features like swiping, filters, lenses and games. This helps drive engagement rather than passive consumption.
Integrate Branding Thoughtfully
Identify your brand in a way that feels natural, not forced. Pursue creative brand integrations over obvious logos slapped on images.
Take Advantage of Call-to-Actions
Snap Ads and Collection Ads benefit hugely from clear calls-to-action to drive conversions. Provide a next step for viewers like “Install now,” “Shop now,” etc.
Pros and Cons of Different Ad Formats
Here is a comparison of the advantages and disadvantages of Snapchat’s ad options:
Format | Pros | Cons |
---|---|---|
Snap Ads | Full-screen and attention grabbing Offers strong branding presence Can include clickable CTA buttons |
Easily skipped over by users Very brief at up to 10 seconds |
Sponsored Lenses | Interactive and fun for users Generates earned media when shared organically Branding through AR experience |
Expensive to produce custom lenses User experience can feel gimmicky |
Filters | Easy to create and implement Can target specific locations and events Users often share organically |
Not as attention-grabbing as other options Easy to overlook filters |
Sponsored Geofilters | Targets users by location Useful for events or local activation Drives user sharing |
Narrow audience targeting User may not always activate |
Snapchat Commercials | Highly visible placements in Shows Videogreat for dynamic storytelling Up to 60 seconds max |
Expensive Harder to target specific user segment |
Collection Ads | Showcases multiple products or services Integrates snapshots, videos, links Clear calls-to-action |
Less immersive or attention-grabbing Can feel disruptive to Stories |
Story Ads | Appear naturally within relevant content Custom integration with Snapchat team Full-screen and 60 seconds max |
May feel invasive or forced Less control over targeting |
Best Practices By Objective
The optimal Snapchat ad format will depend on your campaign objectives. Here are best practice recommendations based on objective:
Brand Awareness
For increasing brand visibility and reach, focus on Snap Ads and Commercials. Their full-screen placement makes them ideal for showcasing your brand in a bold, engaging way. Sponsored Lenses also excel at generating brand awareness when done creatively.
Website Traffic
Snap Ads and Collection Ads optimize well for driving site traffic as they allow clickable call-to-action buttons. Use captions like “Swipe up to learn more” to direct viewers to tap for your website or landing page.
App Installs/Downloads
Collection Ads can display swipe-up cards leading directly to app download pages. Snap Ads also enable app install CTAs. Focus on succinct messaging like “Get the app here.”
Video Views
The vertical, full-screen video ads like Commercials perform well for garnering video views. Lead with your most compelling video content and include a strong caption overlay teasing the video.
Lead Generation
Collection Ads can drive quality leads by showcasing your offerings and leading to lead gen landing pages. Make forms short and reduce friction for the desired action.
Store Visits
Geofilters, Sponsored Geofilters and Location-based Snap Ads make smart choices for driving foot traffic. Tailor your message and CTA to the target location.
Event Awareness
Geofilters are perfect for getting your event message in front of your targeted attendee audience. Share key event hashtags to tap into organic sharing.
Conclusion
Snapchat offers a variety of ad options for brands looking to reach younger audiences where they are already spending time. The most effective ad approach depends on campaign goals and content formats. Best practices include leveraging the vertical orientation, keeping content concise and visual, and integrating interactive elements to drive engagement. With some strategic testing and optimization, Snapchat ads can become an integral part of your social marketing mix.