In this complete guide to Snapchat advertising, Hootsuite looks at some key ways to use Snapchat ads to connect with fans and build your brand identity on this powerful social platform
While ads on social media generally have a bad reputation, Snapchat is one platform where users actually want to engage directly with ads through lenses, filters, and interactive content. Ads on Snapchat the ability to penetrate into the very core of why users use the service in the first place making ads both engaging and fun.
Identifying your value proposition and the specific market you are targeting in a young demographic will make a difference in conversions and sales created on the platform. If you are looking to help your brand awareness, there is opportunity on Snapchat.
How is Snapchat paving the way toward “fun” advertisements? What are brands doing to engage with their audiences like never before? Let’s take a look at different ad types on one of the hottest social media platforms ever.
Businesses of all sizes can create Snap ads with the platform’s self-serve Ad Manager tool. In this article, you’ll discover how to create an ad with Snapchat Ad Manager.
What Do Marketers Think?
It might be early days, but marketers are seeing little return when advertising on Snapchat. They also seem more interested in spending ad dollars on the company’s newfound rival: Instagram.
Thinking of advertising on Snapchat? Wondering if others are finding Snapchat ads effective?
In this article, you’ll discover new research that sheds light on whether advertising on Snapchat is worthwhile for businesses.
For Super Bowl LI, Anheuser-Busch has been running an interactive game in Snapchat’s NFL content and across the app’s other Discover channels, which are used by a few dozen publishers like ESPN, Bleacher Report and Vice. The endeavor has evidently gone swimmingly for the beer marketer.
Snapchat has been promoting its ad products and encouraging marketers to pay to play. But the ad-supported revenue model doesn’t seem to work well for the platform as it is supposed to be, at least for now.
Sequential advertising could also help Snapchat overcome some of the persistent creative challenges in getting brands to create short, vertically oriented video. In theory, a big brand marketer could cut up a 30-second TV spot for Snapchat, but agencies are also interested in creating longer-form custom content for the app.
When the highly anticipated film “Fifty Shades Darker” hit the theaters on Valentine’s Day weekend last month, Universal Pictures took users on a 360-degree tour of a masquerade ball featured in a scene in the movie. But this experience didn’t live on Facebook or YouTube. It was on Snapchat.
Brands including Birchbox, Dr. Brandt Skincare, GoPro, Beautyblender and SheaMoisture are testing a new shoppable video layer offered by video company MikMak that lets users purchase branded products on Instagram Stories and Snap Ads with a single URL. Called MikMak Attach, the new feature allows brands to turn social video views into direct sales, without users ever having to leave Instagram or Snapchat.
Led by Red Fuse, which is part of WPP and is Colgate-Palmolive’s dedicated agency, the toothpaste marketer is running a Snap Ad that features water in a bathroom sink flowing upward along with “upside-down” copy.
Snapchat is adding ways to optimize campaign performance with the help of machine learning. In December, 2016, Snap Inc. began rolling out what it calls Goal-Based Bidding (GBB). The option, available to marketers buying ads through Snapchat’s API, uses machine learning to know which users are most likely to swipe a certain type of ad
Snapchat may or may not become mobile television for younger generations. But the app’s parent, Snap Inc., which appears to be on the cusp of an IPO, wants TV advertisers to think about it that way and spend their money accordingly.
Snapchat is giving brands an apples-to-apples look at its ads’ bottom-line performance just before marketers map out their 2018 media budgets.
Snapchat is bulking up its ad features again, and for fashion brands, the latest updates could lead to greater conversion on the platform.
There’s a new crop of creative on Snapchat. In the last couple of weeks, there have been direct-response ads like “Lower My Bills,” app-install ads for Sing! Karaoke and other sundry, euphemistically termed “non-premium ads.”
The appearance of direct-response ads on Snapchat points to how the platform is growing. The platform pitches itself as best suited to brand-messaging ads, but it has good results for direct-response, app-install ads, based on what Snapchat tells agency buyers.
To extract bigger budgets from the category in the past month, Snap’s sales team has been touring U.S. automakers and making presentations. At the core of the research portion of their slideshow have been statistics born from a Snap-commissioned survey.
The study examines the differences between Snapchatters and non-Snapchatters when it comes to their decisions leading up to buying a car. Here are eight of the most interesting data points from the research.
Snap is pitching shows with a mid-roll slot that are sold on the basis of “share of voice” — that is, weighted based on the other advertisers on the show — just like its Live Story ads are. Similar to Twitter, said buyers, the pitch lets brands work with premium content at a “premium price.”
Snapchat is used by over 150 million people, and its parent company just went public in an IPO that gave it a market cap of $25 billion. But it appears Snap might have some work to do in terms of convincing advertisers the platform is worth putting their money into.
According to a series of studies published recently by RBC Capital Markets, in partnership with Ad Age magazine, advertisers and marketers are significantly less interested in spending money on Snapchat than they are in doing so with competing services like Instagram and Facebook.
Snapchat’s reported decision to let advertisers purchase ‘sequenced messaging’ is more proof that momentum is shifting in favor of sequential ads.
Agency executives think that having so many ways to buy at such an early stage smacks of a lack of standardization or simplicity, and Snap’s targeting and measurement capabilities are not keeping up with its ad offerings.
Snapchat has a drinking problem. Alcohol brands say they are hesitant to spend money on Snapchat, citing concerns about the platform’s ability to verify that ads are only served to people 21 and up and the overwhelming numbers of younger people who use the app.
Now, with Snap going public, a crucial question looms: Will big brands devote a sizable chunk of their marketing budgets to the disappearing-photo app — or continue to see Snap mostly as a place for gauzy one-off experiments?
Snapchat told a gun safety charity it might run NRA ads on the charity’s anti-gun violence awareness campaign — which would have featured videos starring families who lost their loved ones to firearms — if the charity didn’t pay Snapchat for advertising, emails provided to Mic by a source close to the exchange show.
As Snap Inc. gears up to go public in the coming weeks, Sriram Krishnan—one of the company’s top advertising execs—is leaving the company.
Snap made a splash in Cannes with its gigantic Ferris wheel that dominated the Croisette, but it had a different message during its many meetings with advertisers: Bigger isn’t better.
Executives urged advertisers to focus on the creativity and functionality that delight its users. Consequently, user numbers were not discussed in “any detail,” said an agency executive following his meeting, saying it “was more about audiences, who they are, what they are doing and how to target them” instead.