This is a Guest Post by Anne Felicitas, Writer and Social Media Manager at AdvertiseMint, a Snapchat advertising agency.
Now that Snapchat is monetizing its app by creating new advertising tools, it is the perfect time to advertise on the platform. Recently, Snapchat released a targeting tool that allows advertisers to target video ads to users who have interacted with sponsored filters and to users based on their offline purchases.
Although Snapchat has significantly improved its app to accommodate advertisers, it may be hard to imagine what you can do with Snapchat ads. How on earth can you advertise on a camera-centric platform that specializes in ephemeral photos and videos? Surprisingly, there are a lot of ways you can advertise on Snapchat.
1. Advertise Using the Web-View Format
The web-view Snapchat ad allows you to advertise your business by attaching your website to the ad. Let’s say you’re advertising for Victoria’s Secret’s’ latest lingerie line. You create a video showcasing the line, add a CTA to the video, then submit it to Snapchat. Once submitted, your ad will appear between users’ Stories. When it appears, users can swipe up on the CTA to visit your website from which they can make purchases without leaving the app.
If your advertising goal is to drive people to your website, then the web-view ad is the right choice for you.
2. Advertise Using the App-Install Format
Of course, different advertisers have different goals. While one advertiser aims to drive people to a website, you might aim to encourage people to download your app instead. Fortunately, you can do so with Snapchat’s app-install ads, a great way to generate more app installs. As your video ad plays, the CTA button “Install Now” will appear on the bottom of the screen. Users can then swipe up to download your app from the app store without leaving Snapchat. Users can resume their Snapchat experience while the app installs in the background.
3. Advertise Using the Video Format
Although all Snapchat ads are short-form videos, you can create long-form videos if you want to promote movie and tv show trailers, behind-the-scenes footage, how-to videos, among many others. A shorter version of your ad will play for 10 seconds. Afterward, a “Watch” CTA will appear on the bottom of the screen. When users swipe up from the CTA, the long-form version of the ad will pop up and play.
4. Advertise Using Sponsored Geofilters
Sponsored Geofilters, which appear to users in your chosen location, is a great way to promote your brick-and-mortar store or your event. For example, if you’re advertising for a Starbucks located in LA, you can create a geofilter that appears to users in that Starbucks location. When creating geofilters, you can choose from an event, shared spaces, chain, or national campaign:
- Event geofilters appear to users in the location of your event.
- Shared Spaces geofilters appear to users in public spaces, such as a mall or an airport.
- Chain geofilters appear to users in your brick-and-mortar stores.
- National geofilters appear in the country of your choice.
5. Advertise Using Sponsored Lenses
Lenses are digital masks that appear on people’s faces on Snapchat screens. With sponsored lenses, users can take selfies with bunny ears perched on their heads, full make-up on their face, and funky accessories on their bodies. While regular lenses are unpaid, sponsored lenses are paid for by advertisers to promote their products. Many large brands use sponsored lenses to advertise.
For example, before the debut of X-Men Apocalypse, its advertising team created sponsored lenses that altered people’s appearance to the appearance of certain X-Men characters. Of all the ad formats, sponsored lenses are the most popular among users.
As you can see, there are a number of ways you can advertise on Snapchat, so why not get started now?
What are some of the best content ideas to standout as a brand on Snapchat?
For years, Snapchat has been used as a very personal, in-the-moment platform. However today, brands are looking at it as a channel to expand the reach of their brand. To engage with your audience in an authentic way, it is important to have some unique content ideas. Here are some of our tips – give your brand a human face by adding some personality, give your followers a sneak-peek into what a day in your office looks like, engage in the art of storytelling, if you have new launches in the pipeline, you can even tease your followers, and lastly be personal and interactive. Owing to the intimate nature of the platform, you can connect with your users at a deeper, personal level.
How can small businesses use Snapchat in their marketing strategy?
Using Snapchat for marketing can seriously help you connect with your target audience. Some ideas you can take inspiration from include – offering coupons to your customers, announcing new product launches by making a short video, having fun contests, broadcasting an upcoming event by announcing the date, time and location, and offering them behind-the-scenes footage. Remember, Snapchat is an extremely creative platform that gives you a chance to bring out the real personality of your brand by way of doodles, filters and lenses. Make the most of it and your users will definitely come back for more.
Is Snapchat the most viable sales and marketing social media platform right now?
Owing to the rising competition with Instagram, Snapchat is rolling out several advertising features that are helping businesses. For example, the AR lens allows brands to incorporate interactive animation and triggers thereby making their ads more engaging and memorable. Besides this there are also story ads which show up on the ‘discover feed’. They often appear when a user is viewing a story. If the ad is rolled out at the right time, a brand can easily reach their target audience by creating an impact.