In a world where Instagram, Facebook, and TikTok have taken the social media spotlight, Snapchat often gets overlooked in conversations about social advertising. The question on many marketers' minds is: Are Snapchat ads still worth it in 2022? Let's dive into the numbers and insights to find out.
Snapchat's resilience in the ever-evolving social media landscape is remarkable. While it's true that Instagram, Facebook, and TikTok have introduced features like Stories and Reels, Snapchat has maintained its relevance and appeal. In fact, Snapchat's user base has seen consistent growth, with a staggering 52% increase in daily active users between 2020 and 2022.
One of Snapchat's standout features is its popularity among younger users. A whopping 48% of 15-25 year-olds use Snapchat daily, and for 35% of them, it's their most important social channel. This makes Snapchat an invaluable platform for brands aiming to connect with the youth demographic.
With 557 million monthly active users, Snapchat surpasses both Pinterest and Twitter in terms of reach and engagement. This vast user base provides ample opportunities for brands to reach their target audiences effectively.
Snapchat's advertising prowess extends to its ability to reach Millennials and Gen Z'ers. In fact, Snapchat's advertising efforts successfully reach 75% of all individuals in these demographics. This statistic alone underscores the platform's significance for brands aiming to tap into these consumer segments.
Now that we've established Snapchat's continued relevance and potential, let's explore the ins and outs of planning and executing a successful Snapchat advertising campaign.
Snapchat ads are a dynamic form of advertising that seamlessly integrates with the platform's content. These ads appear as full-screen, unobtrusive content that users encounter while browsing through organic posts and Stories.
Snapchat ads can take the form of images or videos, offering flexibility to advertisers. The duration of these ads can range from a concise 3 seconds to a more comprehensive 3 minutes. Importantly, they must adhere to a 9:16 aspect ratio with a minimum resolution of 1080px x 1920px. However, there are two exceptions to this rule: Lens AR and Filters ads, which are interactive and entertaining sponsored elements that users can incorporate into their own content.
In the next sections, we'll delve deeper into the various types of Snapchat ads, the steps to create them effectively, the associated costs, and best practices to ensure your Snapchat advertising campaign is a resounding success.
In the fast-paced world of digital marketing, staying on top of the latest advertising trends is essential. Snapchat, with its youthful and engaged user base, is a platform that should not be overlooked. In this comprehensive guide, we will explore the seven types of Snapchat ads that can help you achieve your marketing goals.
Snapchat's single image or video ads are versatile and effective. These ads seamlessly blend with organic content, making them perfect for various objectives, from brand awareness to driving specific actions. Keep them short and engaging, lasting anywhere from a few seconds to about 10 seconds. This format is a must-have for any advertising campaign.
Collection ads are a game-changer for e-commerce businesses. These ads display your products in a video or image, allowing users to explore four clickable product tiles. When users tap a product tile, they are directed to your product page for a quick and easy checkout. Make sure your product pages are mobile-optimized for the best results.
With dynamic collection ads, Snapchat automates the process for you. To use this feature, ensure you have a product catalog added to Snapchat Ads Manager and Snap Pixel installed on your website. Dynamic ads can be a valuable addition to your advertising strategy, but don't rely solely on them.
Snapchat's story ads are single image or video ads presented in a series. You can have between 3 to 20 ads in a sequence, offering a unique and engaging storytelling experience. These ads are not only displayed between organic stories but also on the Discover page, maximizing your reach.
For guaranteed ad views, consider commercial ads. These video ads appear in Stories content and cannot be skipped. They come in two formats: standard (3-6 seconds) and extended (7 seconds to 3 minutes). Short and snappy ads are recommended to avoid viewer annoyance.
AR Lens ads are like sponsored camera filters, offering a highly interactive experience for users. Whether you're building excitement for a product launch or allowing users to "try on" your products virtually, AR Lens ads can be a creative way to engage your audience.
Filter ads allow users to add static image overlays to their Snaps. They come in two types: location-based (GeoFilter) and audience-targeted. GeoFilters are an excellent option for promoting local events or businesses, while audience-targeted filters help you reach specific demographics.
Now that you're familiar with the various Snapchat ad formats, let's dive into the process of creating these engaging ads.
Sign up for a Snapchat account and access Snapchat Business Manager. If you don't already have a Business account, create one and connect it to your Snapchat username.
Choose between Instant Create for quick and easy ad creation or Advanced Create for more control over your campaigns.
Based on your objectives, select a goal for your ad, such as website visits, local business promotion, or app installs.
Determine your budget and targeting options, then publish your ad.
For more options and control, consider using Advanced Create mode for your next campaign.
Snapchat advertising costs vary depending on several factors. On average, the global cost per 1000 impressions (CPM) is $9.13 USD. While prices have increased, Snapchat can still offer excellent value for marketers
. Remember that cost isn't the only factor to consider; targeting and engagement play crucial roles in campaign success.
To make the most of your Snapchat advertising efforts, follow these best practices:
Snapchat reaches a significant portion of Gen Z and millennials, so tailor your campaigns accordingly. Utilize custom audiences and Snap Pixel to enhance targeting.
Set clear and specific goals for your advertising campaigns. Goals should align with your overall marketing strategy.
Don't solely rely on automation. Run A/B tests, analyze analytics, and experiment with different visuals, headlines, and copy to continually improve your campaigns.
By leveraging the various Snapchat ad formats and following best practices, you can tap into the platform's engaged user base and achieve your marketing objectives effectively. Snapchat advertising offers a dynamic and creative way to connect with your target audience and drive results.