The Rise of Snapchat Advertising
Snapchat has come a long way since its launch in 2012, having seen a significant growth in users ever since. The social media platform’s primary audience is people aged 13-34, a demographic that advertisers covet. Snapchat is not just a place for people to connect with friends and family; it has become a valuable marketing tool for businesses. With over 280 million daily active users worldwide, Snapchat is an excellent channel for businesses to reach a vast audience. Snapchat advertising has never been as popular as it is now, and here are the top five reasons why it should be a must-have for your marketing strategy.
1. It offers a Unique Advertising Experience
Snapchat offers a unique advertising experience that is different from other social media platforms. When users open the app, they can see snaps (photos or short videos) from people they follow or from companies they have subscribed to. Snapchat ads appear among the snaps, but they have different formats than other social media ads. The most common types of Snapchat ads are Snap Ads, Sponsored Lenses, and Sponsored Geofilters.
Snap Ads
Snap Ads are similar to Facebook or Instagram ads but have a vertical video format that fills the entire screen when opened. Users can swipe up to be directed to a website, app install, or a long-form video.
Sponsored Lenses
Sponsored Lenses are unique to Snapchat and are virtual masks that users can add to their snaps. These virtual masks can include branding, and users can interact with them by moving their heads, opening their mouths, or through facial expressions.
Sponsored Geofilters
Sponsored Geofilters work similarly to sponsored lenses but are specific to a location. Companies can create custom geofilters that Snapchat users in a specific location can use. For instance, a company can create a sponsored geofilter that only appears when users are at a particular event or location.
2. It Targets the Right Audience
Snapchat’s primary audience is millennials and Gen Z. As such, advertising through the platform is an excellent opportunity for businesses that want to target this demographic. Snapchat’s advertising platform offers advanced targeting options such as age, location, gender, interests, and more. Advertisers can focus their campaigns on the relevant demographics and interests to achieve maximum engagement.
Snapchat Discover
Snapchat Discover offers an opportunity for businesses to sponsor content produced by publishers. Discover provides content that is perfect for the demographic, with videos, articles, and other interactive features that make it engaging. Targeting specific audiences through advertisements or sponsorships can lead to better engagement and conversions than targeting a broader, less relevant demographic.
3. It offers Creative Flexibility
Snapchat’s unique format offers businesses more creative flexibility than other platforms. Snap Ads, Sponsored Lenses, and Sponsored Geofilters are engaging and fun, which can quickly capture the audience’s attention. Advertisers can customize their ads based on their brand’s values, target audience, and message.
Vertical Video
Snap Ads are vertical videos that fill the entire screen, so businesses have to make sure that the first few seconds are eye-catching enough to make users stop and engage. Snap Ads can promote a new product or brand awareness in a way that is appealing and non-intrusive.
Custom Filters
Custom filters can add a fun element to your campaign. They can include branding or mark a particular event or location.
4. It Delivers Real-Time Engagement
Snapchat is a real-time engagement platform, and businesses can take advantage of that by engaging with their audience in real-time. Advertisers can use Snapchat to offer exclusive discounts, giveaways, and other promotions that create a sense of exclusivity for Snapchat followers. Companies that use Snapchat can have a real conversation with their audience, cutting down the distance between consumer and business. This sense of close communication between a business and its audience can create trust and brand loyalty.
Snapchat Stories
Snapchat Stories allow businesses to showcase behind-the-scenes content and personalized stories that can improve engagement with followers. Companies can use storytelling to drive engagement, humanize their brand, and create a sense of connection with their audience.
5. It Offers Valuable Insights
Snapchat Advertising provides businesses with valuable insights into their ad’s performance. Advertisers can see the number of snap views, swipe-up rates, and website visits. These statistics help companies analyze which ads are working and which ones are not, adjust their content strategy, and target their efforts.
Conversion Tracking
Conversion tracking provided by Snapchat allows businesses to see the number of app installs, signups, purchases, and more that can be directly attributed to their ads. This detailed analysis makes it easier for businesses to determine their return on ad spending (ROAS) and adjust their campaigns accordingly.
Conclusion
Snapchat advertising is a must-have for businesses looking to reach millennials and Gen Z. The unique advertising experience and creative flexibility offered by Snapchat can help businesses achieve maximum engagement and conversions. Targeted advertising, storytelling, and real-time engagement can create a sense of trust and brand loyalty. Companies can also use valuable insights and conversion tracking to analyze their efforts and gauge their return on investment (ROI). With Snapchat’s continued growth and popularity, it’s never been a better time for businesses to incorporate its advertising options into their marketing strategies.