Snapchat Advertising: A Marketer's Perspective

Snapchat is wildly popular for its vibrant effects and unique messaging format, but many businesses don’t realise the big opportunities Snapchat poses for marketers.

With more than 150 million active users every day, Snapchat boasts remarkable audience targeting potential that your company can benefit from. If you have yet to explore the platform, Snapchat is simply a social networking app where individuals or groups can send photos and videos, called Snaps, to their friends and followers. These messages can be viewed for up to 10 seconds before they disappear. Snapchat can provide the means and tools to successfully promote your organisation and boost your brand’s exposure.

Ways to Advertise on Snapchat

Snapchat offers a variety of approaches you can take to advertise your brand and business. The three foremost methods include: producing a Snap Ad, building a Sponsored Geofilter or creating an interactive Sponsored Lens. These Snapchat advertising options have three very drastic price points, so your decision on which to use would be based on your company’s funds and marketing goals.

Snap Ads

Snap Ads are 10-second videos that pop up while users are exploring the discovery tab. These videos usually offer an interactive element (swiping upwards on the ad) which grants users access to more content, or more importantly, information on your business and its services. This option costs roughly $1,000 to operate but, is one of the best ways to gain exposure and increase your number of customers.

Sponsored Geofilters

Sponsored Geofilters are a terrific publicity tool to advertise your company’s events and locations. Snapchat gives you the ability to create a filter that is constructed around your business, and when a user is within range of your pre-set location, the filter can be used on their photos and videos. The price of this type of advertisement depends solely on the size of the area where users can access the filter, and how long the filter is active. Cost wise, this is definitely one of the cheaper options.

Sponsored Lenses

Sponsored Lenses appear when you hold your finger on the screen when the Snapchat camera is open. This form of advertisement is more interactive than geofilters and features facial recognition sensors that manipulate your appearance, your voice, or add fun animation to your snaps. These lenses become accessible when users are in range of your targeted location. Out of all the forms of advertisement on Snapchat, lenses are the most expensive, with a minimum cost of $500,000 per day active. Despite this daunting cost, Sponsored Lenses cover large areas and produce a great deal of publicity for your brand.

Why Choose Snapchat?

Now you know how to advertise your brand on Snapchat, you may be asking why? Snapchat’s is one of the fastest growing social media platforms and their advertising methods are highly effective. According to Snapchat, their ads gained “twice the visual attention of Facebook, 1.3 times more effective than YouTube and 1.5 times more than Instagram”. Snapchat has the means to make an impression on a huge audience with the most engaging ad formats on mobile; their ads generate twice as much intent to purchase.

Is Snapchat Advertising for Your Business?

It is a known fact that different businesses need to employ different advertising techniques to reach their marketing objectives. Snapchat is a great marketing platform for a wide variety of businesses but, works best for businesses whose target audience is teens and millennials. Snapchat boasts the sixth highest concentration of 12-34-year old’s as 76% of users are represented by this age demographic.

Although, despite the large numbers of younger users, your business could still benefit from Snapchat because as of recently, the statistics show that there has been a drastic increase in the number of older users. So regardless of your age demographic, you can still attract customers for your business and successfully promote your brand.

Overall, Snapchat is a great advertising platform and an effective way to gain brand exposure. Compared to other social media applications, Snapchat gains more visual attention, which leads to your advertisement generating more exposure for your brand. Although many argue that Snapchat is just for marketing at millennials, the platform features vast numbers of older users, so regardless of your company’s age demographic, you will successfully market your brand.

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Ana Smith
Junior Marketing Assistant

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