Since Snapchat made its debut in 2011, it has drawn millions of users to its platform. And although other social media competitors burst onto the scene to compete, it has stood the test of time. In fact, Snapchat still remains one of the most popular apps for users between the ages of 15 and 25.
With 319 million active users each day, the app continues to be a valued marketing tool for brands looking to reach millennials and Gen Z’ers. Because of its unique ad formats and its power to extend audience reach and increase brand awareness, Snapchat has gained much attention and made it possible for marketers to create some of the most memorable Snapchat ads.
Why you should use it
Here are a few convincing reasons to add the social media platform to your marketing mix.
Highly engaged audience
Because they’re young and highly-engaged, Snapchat users are more likely to pay attention to and interact with ads. This makes it an ideal platform for reaching younger demographics.
Snapchat allows businesses to target their ads to specific demographics, locations, and interests. Through targeted advertising, marketers can ensure that their ads are seen by the right people and increase their effectiveness.
Many businesses have seen a high return on investment from their Snapchat ad campaigns, making it a cost-effective marketing tool.
Strong mobile presence
Snapchat is primarily a mobile app, which means it's easy for users to view and interact with the ads on their smartphones. This can be particularly effective for reaching users on the go.
The best Snapchat ads ever
Sephora, a leading beauty brand, partnered with Snapchat to create a gamified AR Lens. They ran their campaign for four weeks and increased the total amount of transactions on their website by 5%.
What they got right: Users were directly engaged for 37+ seconds because the brand created an interactive game that kept their audiences’ attention by teasing them with a coupon code redemption.
An airline-booking app, Hopper helps users find the best deals on flights and the best time to fly. To engage Snapchatters, Hopper developed creatives for different routes with ads that were simple, static, and had a clear call to action. Through their campaign, Hopper discovered that Snapchatters were not only 37% more likely to watch a route, but booking rates from Snapchatters were 4x higher than users of other platforms.
What they got right: The airline-booking app used location radius targeting along with geographically relevant creatives to reach millennials.
Bacardi spearheaded a Snapchat ad campaign with the slogan “Do what moves you” to target their ideal audience. They chose Snapchat as their primary vehicle for digital communications, because not only does it offer ad engagement varieties, but it allowed them to reach the age group they were after. As a result of their strategy, the brand was able to gain maximum proximity to their target group, ultimately reaching 2.5 million Snapchatters.
What they got right: In an attempt to update their brand image and attract more followers from the younger generation, Bacardi utilized Snapchat’s ad formats to create an immersive “summer feeling” for Snapchat users that kept them engaged.
To increase consideration intent and brand awareness for their Moto g7 power smartphone, Motorola used Snapchat to present the product’s three-day battery backup feature.
What they got right: By leveraging Story Ads and Snap Ads, Motorola was able to show their customers just how much they could benefit from the brand’s long-lasting battery.
As the first brand to partner with Snapchat for a global AR shoe try-on campaign, Gucci had a very successful outcome. Through the campaign, Snapchatters were able to virtually experience trying on four different kinds of sneakers. From the Lens, Snapchatters were able to go straight to Gucci’s website to purchase the shoe of their choice.
What they got right: Gucci’s AR try-on experience not only captured the attention of many Snapchatters, but it also kept them engaged, leading to an increase in sales and positive ROAS.
To cement themselves as a leader in the competitive grocery delivery space, Shipt turned to Snapchat’s impactful ads to expand their audience and reach potential prospects with relevant Snap Ads. As a result of their creatives, their message was received by over 10 million Snapchatters in as little as two months.
What they got right: They chose an illustrative animation strategy to generate awareness of their brand and increase reach.
Snapchat Ad best practices
With so many users worldwide, Snapchat is an ideal platform for connecting and engaging with consumers. When planning your Snapchat campaign, keep these best practices in mind.
Use interactive features
Snapchat offers a range of interactive features such as sponsored lenses, filters, and polls that can make your ads more engaging and memorable. Consider using these features to create an interactive experience for your audience.
Always use NEW story content
While it may be tempting to reuse an existing ad, it’s not recommended. Snapchat’s user base attracts a broad audience, so creating a tailored message will help you take advantage of the platform’s Gen Z niche.
Be consistent and stay on brand
If your brand has a limited budget, develop a strategy that allows you to advertise consistently rather than being highly active one month, and completely inactive another. Of course, if your budget allows and your strategy permits a sprint advertising style, then go ahead with it. While every brand is different, it’s a preferred practice to keep your brand front of mind over long stretches of time.
Ditch the sales pitch and create content that’s fun and natural
Work with micro-influencers and content creators to produce content that’s appealing to your audience. Keep content organic and authentic, and shift your focus away from being 100% sales-pitch oriented.
Focus on the first two seconds
The first two seconds of your ad can either make or break performance. When promotion pop-ups appear immediately rather than in the final end card, optimal results can be achieved. Ads that have followed this best practice have outperformed others that have not.
Test different ad formats
As part of your Snapchat advertising strategy, be sure to test different ad formats to see which ones are performing well for your brand and your target audience. By gaining key insights into how your ads are doing and why, you unlock the maximum return on investment for your budget so you can grow your business.
Supersize your Snapchat presence
Whether your goal is to boost sales or raise brand awareness, Snapchat is an ideal platform for innovative and effective advertising campaigns. Creative Snapchat ad design relies on the combination of eye-catching visuals and a clear and compelling message that guides viewers to take the next step.
By creating memorable, shareable, and interactive experiences that resonate with your target audience, you can supercharge your advertising efforts. Partnering with an expert in Snapchat advertising can get you started on the right track. MarinOne can help you develop engaging ads that inspire action and drive results to unlock more opportunities for your business. With its Snapchat integration, you can easily identify budget by channel, audience, and products that can be tested across multiple platforms.
To learn more about how you can maximize the potential of your Snapchat ads and fine-tune your omnichannel advertising strategy, reach out to one of our MarinOne experts today.