There’s no denying that social media marketing is crucial for brands that want to grow their business. However, while it’s easy to see the benefit of promoting on big websites like Facebook and Instagram, businesses won’t always be able to justify promoting on Snapchat. After all, it has a smaller user base than Meta apps or TikTok. Is it worth it? Moreover, where should brands even start?
Is Promoting on Snapchat a Worthwhile Investment?
Snapchat promotion is less common than Facebook, Instagram, or TikTok promotion. However, while the app isn’t as big as those three social media platforms, it still has a large user base. It’s still one of the top 10 most-used social media platforms worldwide. There are over 347 million active users on the app. Moreover, a lot of its user base involves Millennials and Gen Z.
Snapchat marketing campaigns provide brands with an opportunity to reach untapped markets. Plus, promoting on Snapchat is relatively inexpensive. Brands can promote a photo or video for $5 per day and choose several options to meet their goals.
Benefits of Promoting on Snapchat
Direct Interaction With Audience. Snapchat marketing allows brands to send personalized messages to their audience that can leave a lasting impact.- Authentic Audience. Most Snapchat users are young Millennials and Gen Z, who are not as easy to reach through traditional methods like email marketing or cold calling.
- Precise Targeting. Snapchat allows brands to target a demographic based on age, interest, or location.
- Good Engagement. Snapchat Ads are interactive and drive brand engagement.
- Multiple Product Features. Snapchat can showcase several products at once through the Collection Ads feature.
- Unique Advertising Opportunities. Snapchat’s features like Stories and Snap Map are unique and allow brands to increase awareness through user-generated content or campaigns based on location.
- Creativity. Snapchat allows users and marketers to unleash their creativity and make more exciting campaigns that stand out from other advertisements.
What can Brands do on Snapchat?
Snapchat marketing is pretty diverse. Brands can customize their ads in a variety of ways. What’s great about the app is that brands that want to promote Snapchat accounts can do so somewhat organically. Here are some things brands can do to promote on Snapchat.
Filters
Snapchat is one of the apps that popularized filters back in the day. Today, its filters are still fun and interactive. Users can add filters after taking a photo of themselves or their subject of choice. These filters often apply artistic effects, bitmojis and emojis, and even display information like an event’s venue, time, or date.
Brands can advertise themselves by creating filters representing their campaign. A filter can be entertaining, using bitmojis to promote their product, or it can involve simple foreground elements that showcase the product or brand name. Regardless, marketers should always ask themselves where and why the audience would use the filters. If they can come up with a campaign that uses them, then it will be more successful in spreading awareness.
AR Lens
An AR lens lets users superimpose augmented reality images on their photos and selfies. The AR lenses are more interactive and create more of an impact on users. Brands can drive engagement by using AR lens features or creating shippable lenses. There are two kinds of AR lenses:
- Face Lenses. This type of lens recognizes the user’s face and transforms it into a different character—perhaps a brand mascot.
- World Lenses. This type of lens recognizes a user’s surroundings or location and allows users to see their surroundings in a different light.
Story Ads
Story ads allow brands to create a branded tile in the app’s Discover section. Users who tap on the branded tile are directed to a collection of several ads. Story ads are often used as a content experience to promote a narrative to engage Snapchat users. All marketers need to do is create a hook to entice users into taking one step toward purchasing the product or service.
Collection Ads
Snapchat’s collection ads allow brands to show a series of products and provide a seamless shopping experience. They start with a video and include a product thumbnail at the bottom part of the screen. The brand can upload its entire catalog and dynamically showcase it through the ads.
Dynamic Ads
Dynamic Ads allow brands to personalize their advertisements for each customer. Brands can use a mobile measurement app, product catalog, or the Snap Pixel to automate and optimize the ad for the brand’s goals.
Commercials
Commercials are just like the commercials of old. They are video ads users cannot skip and help boost engagement and awareness. Just make sure the content is relevant and high-quality. Standard Commercials last about 3-6 seconds, while Extended Play Commercials can last anywhere between 7-180 seconds. However, only the first 6 seconds are not skippable.
How to Engage on Snapchat
After devising a Snapchat marketing strategy, brands should learn how to set up an ad. How do I promote my Snapchat? Here’s how to use Snapchat for business.
Firstly, it’s important to be familiar with the centralized dashboard called the Snapchat Ads Manager. Marketers can create their ads, campaigns, and ad sets on that page. They can also view or update existing ads and even track their performance.
Marketers can also go to the Reports section of the Ads Manager to build dashboards, schedule reports, and share their results. The app also has a campaign tab where marketers can explore strategies or use features like advanced targeting or split-testing. Advanced targeting options include the following:
- Ad Engagement Audiences
- Lookalike Audiences
- Pixel Custom Audiences
- Saved Audiences
- Snap Audience Match
- Third-Party Custom Audiences
After running the first ad, marketers can gain insights into its performance. The app breaks down user interests, demographics, and other audience information.
Expand Your Reach
Promoting on Snapchat is an excellent way for brands to expand their reach and boost awareness among the younger generation. It’s intuitive, creative, and relatively easy to use. Moreover, its large user base allows brands to reach untapped markets.
Need help with social media marketing? Tanner Grey provides industry-leading digital marketing services to various brands. Call us today at 844.500.1339 or contact us online to learn more!
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