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Snapchat is one of the most popular social networks in the world.
It boasts 293 million daily active users on average.
That’s a ton of people sharing and engaging with content on a daily basis.
On top of a huge user base, the engagement levels are off the charts. People open the app 30 times a day on average, over 75 percent of 13 to 34-year-olds in the U.S. use the app, and over 5 billion Snaps are created every day.
It’s no question Snapchat has potential in numbers and engagement, so why don’t you see results with the platform?
Below, you’ll find some of my top Snapchat ad strategies, tips, and resources to help you run successful campaigns.
However, before we dive in, we need to establish if Snapchat ads are actually worth your time and money.
If your brand appeals to Gen Z and millennials, you should look at Snapchat as a way to increase user acquisition, brand awareness, and sales.
Why?
Snapchat has over $1 trillion in direct spending power between these two generations. With one-third of users more likely to make purchases on their phones, it’s a platform that’s worth a second look.
On Snapchat’s Inspiration page, you can see tons of businesses have found massive success with Snap Ads.
Spinnaker Nordic tried Snapchat ads for three days and had incredible results. With $759.04 ad spend, the company achieved:
What if you don’t have $700 to blow on ads? No problem. You can advertise on Snapchat for as little as $5. With such a low daily minimum spend, you can test, learn, and optimize your ads on any budget.
Not enough to convince you?
Snapchat also has a partnership with Amazon. If a user sees a product they like, all they need to do is point their cameras at the barcode or product and long press on the camera screen.
Snapchat will then show a card with a link to the item on Amazon. The app has created one of the fastest ways to shop online and is one of the frontrunners for augmented reality e-commerce.
If there is anything we can learn about finding success on Snapchat, we can learn it from experience.
Multiple brands using Snapchat find massive conversion rates and increases in sales on-site and for their mobile apps.
Here are some of the best Snapchat ad strategies and resources to help you mimic their success and grow your business.
Why should you care about poll ads?
Well, it can increase your engagement and views.
On Instagram, polling stickers in Story Ads increased the number of three-second video views in 9 out of 10 campaigns.
The insights you gain from your audience can also strengthen your ads, help you stand out from the competition, and potentially increase your sales.
The only downside? Snapchat doesn’t have a built-in polling feature like Instagram.
However, by using an app called Polly, you can mimic Instagram’s polling success on Snapchat. Polly lets you create polls and share them to Snapchat, where your audience can answer anonymously.
How to Use Polls in Your Snapchat Ads Strategy
Polling Ad Resources:
Once you have your audience’s attention, you need to direct them to the next step, i.e., your landing page. You don’t want users to watch your ad and move on. You want to instigate an action that will get users into your sales funnel and create conversions.
What is a landing page?
It’s a stand-alone webpage created for an advertising or marketing campaign.
The page usually has a goal like:
For example, if you’re an app developer, you would redirect people to your Google Play or App Store download page. If you’re an e-commerce brand, your landing page could link to sign up for a newsletter and get a 15-percent discount code.
On Snap Ads, there are three different types of ad links you can use:
The one you choose depends on your landing page goals and the types of products you’re selling on the app.
If you need help creating a high conversion landing page, use these resources below:
Landing Page Resources:
For your Snapchat ads to find success, you need:
With the short attention spans of Gen Z and millennials, Snapchat recommends writing copy that’s easy to understand, is localized for your audience, and has an offer message within the first two seconds of the ad.
Subway used this approach to announce its new cheesy garlic bread. The ad is only five seconds long and uses two short sentences to get its message across.
Ad Copy Resources
Spit testing or A/B testing is crucial to improving your conversion rates. It helps you hone in on what’s working and get rid of what isn’t. Most importantly, it helps save you money.
Gone are days of blowing your entire ad budget on a campaign with lackluster results. With split testing, you can combine your more effective elements to boost ROI, lower the risk of failure, and create a winning ad strategy.
How does spit testing work with Snapchat ads?
Inside your advertiser’s dashboard, you can test different variables such as:
For example, let’s say you want to test an audience. Maybe you’re not too sure if you should target 18 to 25 or 30 to 35-year-olds for your next campaign. Your creative, placement, and delivery will be the same with the split-testing feature, but each ad set will target the different audiences you’ve created.
The winning test is the one that achieves the lowest cost per goal. A goal can be:
When you’re done, create a campaign with the winning variable, and start getting better results from your ad spend.
Split Testing Resources:
In a study with Deloitte, 94 percent of people expect to use AR for shopping, making Snapchat’s AR Lenses one of its most valuable features.
What is AR for shopping exactly?
The filter lets users interact with a brand or product. For example, MAC has four Snapchat lenses to try on 20 different lip and eye products.
The feature is immersive. It brings the in-person shopping experience into your home, evolving the e-commerce experience.
However, it’s not only for brands selling products.
You could create a filter with iconic makeup looks from Ru Paul’s Drag Race and use it to promote the new season.
For games, you could create a filter of one of your characters or create a branded filter for specific times of the year.
For example, Burger King could do something for International Burger Day or the Fourth of July.
Here’s an example of how Starling Bank used the AR lens in a campaign to increase brand awareness:
The result? A 61 percent lower cost per install versus other platforms.
You can choose from three shoppable AR categories:
What are the benefits of creating a Snapchat ad strategy around AR lenses?
Snapchat Shoppable AR Resources:
Snapchat’s Audience Insights is a powerful tool for marketers. It provides a wealth of information about your audience and can help you tweak your campaigns to improve your conversion rate.
Inside the dashboard, you can compare and create new audience segments. The data, a mixture of demographics, Snap Lifestyle Categories and external third-party partners, tells you more about your current audience and helps you discover new segments for your brand.
By using the Audience Insights dashboard, you might discover that 70 percent of your audience is also interested in rock climbing. You can use this interest to optimize and create more relevant ads that appeal to your audience.
Pretty nifty, right?
Well, Snapchat’s wealth of data doesn’t end there.
One of the best features on the dashboard is purchase intent. You can see at a glance what is the likelihood of your audience purchasing your service or product.
You can also compare the purchase intent across different audiences and use the information to adjust your Snapchat Ad bids.
Analyzing Your Audience Resources:
If you’re not incorporating UGC into your Snapchat ads strategy, you’re missing opportunities to convert your audience into paying customers.
There’s plenty of data that shows it’s an effective marketing strategy.
According to Snapchat, not only is it more likely to get viewed in full, but your ad will feel more authentic and less over-produced.
If you don’t have any UGC yet, create ads with a similar look and feel. Use Snapchat’s features, have someone speak directly to the camera, and keep your ads five to six seconds long. It will appear more organic and come across as an extension of other Snaps rather than an intrusive ad.
User-Generated Content Resources:
If you’re using the wrong ad format, you’re not going to see results with your Snapchat ad strategy.
Each format is designed to help you achieve specific business goals, such as:
Here’s a brief guide to what each format can help you achieve:
Ad Formats Resources:
I know.
This advice might seem odd, especially when there are statistics like 69 percent of people watch videos without sound.
Shouldn’t your Snapchat ad strategy follow suit and design for no sound?
Nope.
According to Snapchat, 64 percent of ads are watched with sound on.
This isn’t surprising.
As I mentioned earlier, the best Snapchat ads are the ones that fit natively within a user’s feed and don’t disrupt the experience. Most Snapchatters are watching their friends’ Snaps with sound, so your ads should do the same.
Video Ad Resources:
The final Snapchat ad strategy you need to implement is goal-based bidding.
What is goal-based bidding?
It’s a feature that allows you to optimize your ad spend toward a specific action you want a Snapchatter to take e.g., downloading your app or making a purchase.
By setting this cost-per-action, Snapchat will deliver your ads in the most efficient way possible to achieve the desired outcome.
The result?
Your ads will go out to people most likely to complete the action, and you’ll see higher conversions.
Snapchat Ad Bidding Resources:
There are six different ad types on Snapchat: Single image of video ads, filters, lenses, story ads, product catalog ads, and commercials.
It depends on your campaign objectives. For example, filters help you create a branded conversion, lenses create interactive moments, the product catalog showcases a series of products, and commercials are great for driving brand awareness.
Snapchat Ads have a minimum daily spend of $5.
If your audience is Gen Z and millennials, Snapchat is one of the best social media networks to engage with them and drive sales. The app reaches 75 percent of Gen Z and millennials in the U.S., has 293 million daily users, and on average, people spend 30 minutes on the app each day.
With almost 300 million people using the platform, Snapchat is not a dead social media network. It still carries weight, especially with the younger generation.
If your brand appeals to its user base, it’s worth investing in Snapchat ads. With such an affordable minimum daily spend, almost everyone can afford to roll out successful Snapchat ad strategies.
Get creative with AR technology to create unique campaigns and build hype around your products. Use split testing to figure out what works for your business and what needs to go, and you will see your acquisition cost go down with more conversions.
The above tips and resources will make sure you create ads that resonate, engage, and drive action with your audience.
How do you get the most out of your Snapchat Ad investment?
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