How to Best Utilize Snapchat for Your Next Advertising Campaign
Snapchat has firmly cemented itself as one of the top social media platforms.
It has 319 million daily active users, more than 6 billion augmented reality plays every day and is used by more than 75 percent of 13-34 year olds in the United States, United Kingdom, Australia, France, and Netherlands, according to the company.
Those are very encouraging trends!
With such traffic and eyeballs, Snapchat should be in play for your next advertising campaign –especially if you are targeting that age 13-34 demographic. If you are focusing on other age demographics than Gen Z and Millennials, Snapchat may not be for you.
But for those targeting those age groups, it may provide the perfect fit. Snapchat users are also likely to spend and purchase gifts, with more than 33% in 2020 saying they planned to purchase more goods on their phones than they had before, according to a company report. Users also often ask for friends’ opinions before purchasing and also influence their plans, per the report.
Those are good signs: a group of customers that likes to spend and influences others’ spending.
Snapchat is also affordable, with advertising starting at $5 per day. Being budget-efficient while leaving your mark is always a sound strategy.
Here are some tips for how to best utilize Snapchat for your advertising needs:
THE RIGHT FORMAT
For as simple as this may sound, you need to make sure you’re using the prop ad format within Snapchat. There are ads that are better optimized for conversions than say app downloads.
App install attachments, as expected, are strong fits for promoting an app since it provides an install card. Dynamics ads are best-suited for driving sales and boosting sign-ups. Story ads allow for retargeting customers and can also help with brand awareness.
One critical point we always stress at Digicom: Be creative and engaging!
You want your content to stand out in this era where there are so many different options just a swipe away. If you don’t hook them right away, they’re gone. You need to catch their eyes right away. Don’t play it slow. You need strong visuals, a quick message and a call to action.
Snapchat recommends your message being displayed within the first two seconds, ads being just five to six seconds, including noise (64% of ads are viewed with sound on) and linking your ads properly. Sound is a critical component here since you can have powerful testimonials.
The company also recommends trying different ads, so be creative! But, again, make sure your content is engaging!
You’ll want to use user-generated content (UGC) on Snapchat.
-79% of people state UGC highly affects their purchases -UGC is 9.8 times more impactful than influencer content
-Consumers are 2.4 times more likely to believe UGC is more authentic than brand-created
Those numbers are complemented by this report from thinkwithgoogle.com showcasing Gen Z and Millenials are more likely to watch user-generated content than other age groups. Those are the demographics you are going to be targeting with Snapchat.
Here’s a stat to know: Products with augmented reality experience have a 94% higher conversion rate, according to a Deloitte report.
That’s data to capitalize on with Snapchat.
Snapchat has a strong record with augmented reality, especially with the different lenses it offers. Using cameras and augmented reality is an easier transition than other apps face, with more than 250,000 lens creators, developers and partners and almost 2.5 million lenses.
Snapchat’s lenses have generated more than 3.5 trillion views!
This provides an invaluable opening for your company to use augmented reality so customers can interact with your product/company. You’re bringing your product to them.
Snapchast offers three augmented reality categories for shopping: website, video and install.
Website is best for e-commerce since you can link to a product page with a “buy now” link, while video options include “watch” option and install features “install now” for potential downloads.
Make sure you have budgeted for augmented reality if you haven’t already, especially if you believe Snapchat provides an audience for you to target.
Your advertisement should redirect to a landing page.
We recommend landing pages since they are directly tied into the advertising campaign and can help with creating the desired result, whether that’s sales or signing up for emails.
Snapchat has three ad links available: view web attachments, app install attachments and deep link attachments. View web attachments are a strong option for online sales, app install attachments include call to actions leading to the app installation and deep link attachments allow you to further connect with those who already have your app.
Choose the option that best suits your goals/needs.
TO THE POLLS
Using poll ads is a Sound strategy, especially when considering how well it has worked for Instagram campaigns. Polls also allow your company/brand to gather important data from customers, and you can then shift your campaign and potentially increase your profit.
We must note that using polls on Snapchat is not as easy as Instagram since it does not have a polling option, but there is an easy work-around by using Polly. Polly allows companies to create polls and share them on Snapchat. Potential polling ideas include important news about your brand, trivia questions and even just simple questions to gather more information.
As we always stress: Be captivating! A boring question with no pizazz is not going to get it done. Put some thought and effort into the polls.
MEASURING THE AUDIENCE
Split testing can help with improving your conversion rates and be more budget friendly. It allows you to hone in on the best-producing elements of your campaign.
Snapchat allows the option to split test different categories such as creative, goal, placement and audience. For example, you can run split testing of different audiences while keeping the other variables the same to see which audience category is the best-performing group.
This allows you to react to the data and spend accordingly, rather than wasting more money on categories that just may not be profitable.
Snapchat also offers an Audience Insights feature that is quite helpful since it provides data on demographics, locations, interest, devices and information from third-party data partners.
This information is useful since it allows for tweaks and modifications that can help your cause. You may find out that your customer base is also heavily interested in another activity or perhaps learn your top regions. Knowing what region is spending more is quite helpful.
A key datapoint worth remembering is purchase intent, since it shows the probability your audience will purchase a product you are offering.
We always stress at Digicom that you need to tailor your campaign to your budget, and Snapchat’s goal-based bidding helps that cause. This function allows you to direct funds toward the result that you want with a cost-per-action, and your ads will then be seen by those who are more likely to complete that action. That ensures the best flow of money toward the result.
We hope these tips have helped explain why Snapchat can be a useful tool for your next advertising campaign! There’s a huge audience out there just waiting to see your ads!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! DigiCom is a proud Facebook Marketing Partner. We’re obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all Facebook platforms and placements, provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.