Snapchat has become one of the most popular social media platforms, especially among younger audiences. Over 293 million people use Snapchat every day and the app sees over 5 billion snaps created every day. With its huge userbase and engaged younger demographic, Snapchat offers major opportunities for brands looking to market themselves on social media.
Some of the key reasons why Snapchat is effective for social media marketing include:
It has a young and engaged audience
Over 90% of Snapchat’s daily active users are between the ages of 13 and 24. This makes Snapchat the social media app with the youngest userbase. Teens and young adults are often hard to reach through traditional advertising, but Snapchat provides direct access to this coveted demographic. Snapchat users open the app over 20 times per day on average, making them highly engaged. Brands have an opportunity to connect with young consumers in an authentic way on a platform where they are actively spending time.
Snapchat ads are vertical, full screen, and unskippable
Snapchat was built for mobile with vertical, full screen ads that users can’t skip over. This mobile-centric advertising matches the way users naturally hold their phones and interact with the app. Snapchat ads demand attention in a way that is difficult to ignore. Unlike platforms like Instagram where ads get lost in the feed, Snapchat ads dominate the screen.
Video and AR lenses drive engagement
While Snapchat began as a photo messaging app, video and augmented reality lenses are now central to the experience. 72% of daily Snapchatters play with lenses every day. Brands can leverage these engaging video and AR formats to capture user attention in a fun way. Sponsored lenses and filters represent interactive “try-on” opportunities for products and brands. Playful branded videos inspire shares and reactions from Snapchatters.
Snapchat stories showcase “in the moment” experiences
Snapchat stories present a “day in the life” look into what users are doing right now. These unpolished behind-the-scenes glimpses feel authentic and can help brands make connections. When users view branded stories, they engage 13x as long compared to feed content on other platforms. Snapchat stories are a way to capture fleeting moments and current experiences that traditional social media does not focus on.
Snapchat ads can drive conversions and visits
Beyond brand awareness and engagement, Snapchat ads have also proven to drive real business results. Snapchatters are 2.3x more likely to visit advertised retail locations within one day of seeing an ad. Snapchat also cites conversion rates 4x higher than comparable platforms. With advanced tracking and measurement tools, brands can clearly see how Snapchat media budgets deliver returns. Conversions happen quickly with Snapchat’s engaged users.
Snapchat’s Key Ad Formats
Snapchat offers a variety of video and swipeable formats that marketers can leverage to engage audiences on the platform. Some of the main ad options include:
Snap Ads
Snap Ads are full screen video ads up to 10 seconds long. They appear between stories and episodes as users swipe through Snapchat. Marketers can use these video ads to showcase brands, products, or services. Interactive elements can also be added to Snap Ads.
Story Ads
Story Ads appear within publisher stories or influencer stories. They are up to 6 seconds long. Story Ads feel integrated into the Snapchat content experience. Brands can use them to sponsor relevant publisher content or collaborate with influencers.
Filters and Lenses
Sponsored filters allow users to overlay branded elements on their Snaps. Sponsored lenses utilize AR to transform user faces or environments. These can drive significant engagement when layered over user content. Filters and lenses represent a creative “try-on” opportunity for brand interactions.
Collection Ads
Collection Ads feature multiple product images that users can horizontally swipe through. They are optimized for mobile ecommerce or catalog browsing. Retail brands can showcase products, services, or restaurant menus with these swipeable ads.
Best Practices for Snapchat Marketing
Brands that have succeeded with Snapchat tend to follow some core strategies. Here are some best practices for effective Snapchat marketing:
Tell Visual Stories
The Snapchat platform is built around visual communication – photos, videos, lenses. Brand stories need to be presented visually in a fun way tailored to the app. Short form video ads, sponsored lenses, and content on Snapchat Discover can help capture audience attention through sight, sound and motion.
Leverage Influencers and Publishers
Influencer marketing thrives on Snapchat. Partnering with relevant creators and publishers allows brands to tap into existing Snapchat audiences. A influencer collaboration can feel more native to the platform than branded content alone. Discover channels also provide opportunities to sponsor curated content.
Encourage Interactivity
Filters, lenses and other interactive ad formats drive engagement on Snapchat. Brands that build fun ways for users to interact with their messaging tend to perform well. The ability to “play” with branded AR experiences makes connections stronger. Interactive content inspires sharing and advocacy.
Reward Screenshots
While Snaps disappear, users can take screenshots of favorites. Brands can incentivize screenshots by making content share-worthy. Contests, giveaways, coupons or exclusive content can persuade users to screenshot and share branded messages. This extends visibility beyond just the Snapchat platform.
Link to Conversion Opportunities
The goal for most brands is to guide Snapchatters to take action, whether that’s visiting a store, making a purchase or engaging further with the brand. Include clear calls-to-action within ads and links to conversion pages. Leverage Snapchat’s analytics to optimize campaigns for in-app conversions or driving traffic to websites.
Case Studies of Successful Snapchat Campaigns
Some major brands have already tapped into Snapchat’s marketing potential and seen stellar results. Here are a few examples of impactful Snapchat campaigns:
NBA – Game Highlights and Live Stories
The NBA has built out a hugely popular presence on Snapchat under its @NBA handle. They regularly post game highlight Snaps and Live Stories at major events like the playoffs, finals, draft and all-star weekend. Fans can experience the excitement of games and events on Snapchat just minutes after the action happens live. The authenticity and urgency engages basketball fans on Snapchat.
Taco Bell – Sponsored Lenses
Taco Bell created several sponsored lenses that became viral Snapchat hits. Their Cinco de Mayo taco head lens that made users look like gigantic tacos was viewed 224 million times. Their sponsored lenses have been viewed over 2 billion times in total. Taco Bell’s lenses demonstrate how brands can leverage AR effects to bring their messaging to life.
Gatorade – Serena Williams Story Ad
Gatorade ran a Story Ad on Snapchat focused on Serena Williams during the 2015 U.S. Open. The short video gave a behind-the-scenes look at Serena’s demanding training regimen and featured the Gatorade logo. It gave viewers an inside perspective of “a day in the life” of the famous athlete with an integrated brand mention.
Amazon – Collection Ads
Amazon has tested Collection Ads on Snapchat to highlight their products. Users can horizontally swipe through products across categories and tap on items to be taken to Amazon’s site or app. The Collection Ad format lends itself well to retail and ecommerce brands looking to showcase inventory in a mobile-friendly format.
Conclusion
Snapchat represents a powerful marketing platform, especially for brands trying to connect with Gen Z and Millennial audiences. Snapchat users are highly engaged in the app’s camera, communication, storytelling and entertainment experiences. Brands that can authentically integrate themselves into these daily Snapchat habits have major opportunities. From full screen video ads to sponsored lenses and influencer campaigns, marketing on Snapchat offers brands a way to creatively engage younger demographics. The platform has proven its ability to drive brand awareness, increase favorability and ultimately motivate conversions. As Snapchat continues growing its userbase and toolkit for advertisers, it is an essential consideration for brands evaluating their social strategies.
| Snapchat Statistic | 2021 Data |
|---|---|
| Daily Active Users | 293 million |
| Snaps Created Daily | Over 5 billion |
| Average Time Spent per User | 30+ minutes per day |
| Age of Users | 90% between 13-24 years old |
| AR Lens Play | 70% play with lenses daily |
| Ad Engagement | 13x more than feed video ads |