Although TikTok took its mantle as a cool kid on the social media block, Snapchat has established itself as an important connecting platform for many users, with the app’s privacy focus and content content helping it create a niche in the create social media landscape, and succeed where many others fall short.
Snapchat has been particularly successful in promoting audience engagement and building a platform that fits modern community-building approaches. Users looking for smaller, more private groups, where the content will not necessarily keep up, have formed strong bonds in the app, while younger audiences continue to download the app in large numbers, as they seek a space to share more intimate engagement, or to catch up with the growing library of Discover programs.
Indeed, according to Cut, it’s reaching now 75% of Millennial and Gen Z users, while Snapchat users also spend, on average, more than 30 minutes a day in the app.
These are impressive numbers, and while they may not have the reach of Facebook, they are likely to have more resonance and influence on those involved via Snap.
It also offers opportunity, and if you want to use Snapchat for your marketing efforts and strengthen your brand among younger audiences, these tips will help. We talked recently Lweek Dear, Snap’s VP of US Advertiser Solutions, to gain insight into the latest trends he’s seeing, as well as examples of how marketers are delivering results with the Snapchat audience.
V: Which ad / promotional elements are currently seeing the best response on Snapchat?
LK: Advertising on Snapchat performs well across the marketing funnel, and Snap offers a wide range of goals, bidding options, and end results for ad optimization – from awareness and shares to clicks, visits, purchases, and more.
Snap’s advanced measurement, reporting and optimization capabilities have been a cornerstone of the advertising platform and have helped marketers optimize campaigns to deliver the best possible results. From brand marketers who want to raise awareness at the top of the tractor, to performance marketers who are looking for conversions, advertising on Snapchat is a compelling way to achieve any goal.
We also believe that for advertisers of any size, who are looking for any purpose, there is a deep, long-term value to reach our audience of 13-34 year olds. This audience is passionate and engaged, and many are at the ages when they begin to build brand loyalty as they go through important life milestones.
Our community opens the Snapchat app an average of 30 times a day, and worldwide, the Snapchat generation carries more than $ 4.4 trillion in purchasing power. As a whole, these considerations currently yield the best results in the app.
V: What’s the key to an effective marketing strategy on Snapchat?
PAGE: We find that marketing on Snapchat is most effective when brands use multiple advertising products that are linked to a defined advertising goal.
For example, for brands that want to increase brand awareness, a great way to achieve the goal is to combine an AR lens with Snap ads and / or ads (video ads). This type of multi-product execution tends to achieve stronger overall results than any individual ad format in isolation.
Q: What is the most common mistake you see brands making with their Snapchat approach?
LK: While AR lenses are often considered an excellent short-term activation to increase brand awareness, some overlook the brand value of AR instruments in the longer term.
Many brands are actually succeeding with what we refer to as ‘always-on AR’, where they run AR Lens campaigns for more than a single moment, and these campaigns deliver truly positive results.
We all know that AR stands for ‘Augmented Reality’, but at Snap we believe it also means ‘Extra Reach’ and ‘Accelerated Results’. When added to a Snap Ad campaign, AR reaches an incremental 31% of our audience using the camera.
Similar to a Super Bowl ad, Lense works well for splashy, one-off moments and for achieving high results with a lower-impact, high-impact funnel as it is continually executed as part of a brand’s broader Snapchat advertising strategy for more products.
V: What is a great example of a brand that achieves strong results with Snapchat marketing?
LK: Achieving effective and efficient results for our brand partners is an important part of Snapchat’s value proposition, and we’ve seen some great examples of brands driving success on the platform.
Some of them include:
- Smile Direct Club We used our goal-based bidding (GBB) click optimization for AR, which gained 49% of the customers’ lead in the second quarter and was the most effective advertising unit to attract traffic to their business compared to other social channels. The success of the Lens has finally encouraged Smile Direct Club to incorporate AR Lenses as part of their long-term business strategy.
- DAZN has launched a campaign with more products that used AR lenses, Snap ads, story ads, and ads to raise awareness for its live sports channels, installations for its app, and subscriptions to its streaming service. DAZN takes advantage of our new GBB app installation optimization for AR, which has not only driven incremental installations, but has also reached millions of unique Snapchatters. The overall campaign led to increases in both installations and subscriptions, and drove more Snapchatters to its platform.
- Booking.com uses a strategy that Dynamic Ads used to reach new customers on Snapchat. Using our Dynamic Ad for Travel solution, they were able to retrieve images directly from their product catalog that display relevant and visually appealing destination photos and features. This helped Booking.com unlock an increasing audience in the United States, leading to a positive increase in bookings on both their website and their app, and a cost per incremental booking (CPIB) of approximately 36% lower than their purpose.
Q: What would be your best tip for someone starting out with Snapchat marketing?
LK: We self-service advertising platform makes it incredibly quick and easy to start advertising on Snapchat. We offer a wide range of tools to help any size business build compelling, creative advertising – even for augmented reality lenses that all deliver proven business results.
Learn more about Snapchat’s various advertising tools and options here.