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Snapchat Ads for Business | A Simple Guide

Updated: Mar 31, 2020

If you thought Snapchat is only for kids snapping their time, think again.

Snapchat’s popularity is increasing day by day and it appeals to a young audience aged between 18-24 years. Interestingly, 70% of Snapchat users are women and 63% of the users use the app daily.

Snapchat advertising results in clicks, engagement, and conversion and if you want to be ahead of the competition, you will have to tap this platform efficiently.

In short, Snapchat ads help achieve three main goals;

  • Reach audience below 29 years of age

  • Improves engagement

  • Be visible at the time when users spend online

With Snapchat Ads Manager, today, businesses of all sizes and budgets leverage Snapchat Ads for their business. A few years back, Snapchat ads were expensive, inaccessible and needed an auction partner. However, all that has changed now and businesses can simply buy and manage ads through the Snapchat app or site.

In this post, we have shared everything you need to know about Snapchat. Who uses it and why advertise on Snapchat?

Let’s get started!

There are three types of Snapchat ads;

  • Snap Ads

  • Snapchat Sponsored Geofilters

  • Snapchat Sponsored Lenses

1. Snap Ads

These are vertical videos that run up to 10 seconds and appear in between friend’s stories and Snapchat content such as publisher’s stories and Snapchat’s stories.

Snapchat Ads can be used when you want viewers to take specific actions such as install a new app, access more product information or click your sales page. Video ads on Snapchat are short which allows you to create a series of videos and upload them together making it a long video. This enables you to tell a more complete story of your brand.

Interestingly, you can add three types of attachments to Snap Ads if purchased through Ads manager.

  • Long-form Video: This ad can be used to promote big items such as movies or how to use your products or brand awareness. Users can watch a 10 –seconds preview video before watching the extended version of the video.

  • Web view: Your ads may include a call to action at the bottom to swipe up to “learn more” about your ads. On clicking, the users are directed to a mobile web page where they can read more about your ads.

  • App Install: This allows your users to swipe up to link to an app installation page in Apple’s or Google’s app store while your ad is running. The advantage of using App Install is that users don’t have to leave Snapchat as the app downloads in the background while the users continue to browse.

2. Snapchat Sponsored Geofilters

This ad type is an illustrated overlay that changes according to users’ location and what they want they are up to.

These filters are viewed at least 2.16 billion times a day making it a powerful marketing tool. You can increase its efficacy by adding custom messaging or branding to the filters to showcase your company. Geofilters can be created such that it activates based on the event’s location. This way, people at the event can access the filters when they post snaps from the event. This will help you boost brand awareness among people who attended your event.

You can add Geofilters to privately sent photos and videos or to publicly shared posts in Stories. You can decide how long filters are available depending on the objectives of your campaign.

You can purchase Geofilters directly from Snapchat team or from the advertising API. If you buy it directly from the Snapchat team, you can add a Smart Geofilter to connect your ad to specific locations. This way people within the selected geographic get the option to use your filter when they take a photo or a video. You may also consider on-demand Geofilters that are easier to create and are affordable as well.

If you have just started a new store or launched a new product, you can activate a filter that is available to the users near your store’s physical location. Based on how much traffic you are aiming to get, these filters can be available for a few hours or days.

3. Snapchat Sponsored Lens

Sponsored Lens is a filter that uses animations to alter users’ faces or surroundings. Users enjoy experimenting and testing different lenses and it is not surprising that it has 70 million active users daily.

Snapchat Sponsored Ads

Use the lenses around major holidays, events or important industry campaigns that your audience will find easy to relate to.

These ads are pretty expensive as they cover a large area that is used by millions of people. Depending on where you run the campaign, the ads can range between $450,000 to $700,000 per day.

They are used mostly by big brands, political parties, and other high-profile businesses.

You can purchase Lenses directly from the Snapchat team.

To make your ads more effective, you can incorporate the Nationwide Sponsored Lenses in your campaign. These lenses are visible to everybody across the country. Although these lenses are a bit expensive, there’s potential for high ROI if you have the budget.

You may also use the World Lenses filters that are similar to augmented reality. These lenses can be triggered by users to interact with 3D graphics with the surroundings around them.

Benefits of Snapchat Ads

  • Measure engagement by region: If you can afford Geofilters, it will be great to boost and measure sales by region. Snapchat has some great geographical targeting features that can help drive foot traffic.

  • Increase App installs: Snapchat is a great advertising platform if your target audience is young and tech-savvy. It is an effective way to encourage App installs. By using the App Install attachment along with a Snap Ad, you can prompt users to swipe on the ad and direct the user to an app installation page.

  • Improve engagement through storytelling: You can use storytelling to present your solutions to your audience after understanding their requirements and help your brand stand out.

Storytelling helps you get away from the usual ‘sales’ pitch and focus on helping your audience to get to know you better and do business with you.

Tips to use Snapchat Ad formats:

  • Incorporate more of Collection Ads. These ads are similar to Facebook’s carousel ads and have 4.1 to 17 times more engagement rates than standard Snap Ads.

  • Make sure to get the A/B testing

  • Avoid using the same content for cross-platform as what may work on one platform may not work on another

  • Keep the Story Ads between 3 to 5 seconds long for maximum conversion potential

  • Create highly-targeted campaigns

Final thoughts

With the launch of Ads Manager, Snapchat ads have become easier to work with. Signing up is also easy and free making it a great option for most businesses. The new tools make ad creation and metrics monitoring easy.

So, what are you waiting for? Go ahead! Get your ads on Snapchat now!

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