Do’s and Don’ts for Snapchat Ads

By
Linsey Knerl
November 18, 2022
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Snapchat is overwhelmingly popular with users of all ages, who bring a loyal community to the platform – over 265 million Snappchatters each day! Snapchat estimates that each user spends around 30 daily minutes (or more) interacting with the app, opening it over 30 times within 24 hours.

Advertisers could risk losing out on the attention of Gen Z And Millennials by not promoting their brand on Snapchat, but committing ad spend without a clear purpose is costly.

Here are some rules for boosting ROI on the widely successful social channel. 

Do put sound on

Users may only send a selfie to one another during a Snap “streak,” but they likely have volume up by default, making them more likely to engage with snaps that also have audio. You do not have to be a pro audio mixer to have this tactic work for your brand.

If you aren’t up on the music trends consumers like or you don’t want to invest in royalty-free audio and sound effects, give simple customer testimonials a try. They are simple to make, bring authenticity to your brand, and have the benefit of social proof.

Don’t go too long

You’ll need to figure out your message and succeed on Snapchat. The average snap is 5-6 seconds, giving you just enough time to introduce yourself and deliver the most important details. Snapchat claims that users are more likely to watch ads featuring user-generated content (UGC) because they feel native to the platform. So, skip the polished professional ad theme and get real with Snapchatters through authentic conversation.

Do put your offering first

With under 6 seconds to make your case, be sure to put your brand mention first. This isn't the time to be shy. Get your product front and center as the hero of the snap, in the first frame with no question about what you are offering. No one should walk away from your ad without knowing who you are, what you offer, and where to find you!

Don’t link haphazardly

There are many ways to link from a snap ad, including deep links and attachments. Know how each works, which is best for your situation, and how to apply for the best results. Choosing the wrong link strategy could produce dismal results, so consider these formats:

·  App install attachments: After reading your “Install Now” CTA, users swipe up to download your app.

·  Web view attachments: Users swipe up to see your choice of webpage, which can drive online sales.

·  Deep link: Users swipe up to revisit a location in your app that you specify. Available for those who already have your app, although those who don’t will be sent to the app store.

Not all link types are available for all ad types, so plan ahead.

Do try new things

Do you remember the top hashtag of July 2022? If you don't, you're not alone. Most move onto new trends so quickly they won't retain much of what they used to be into just last month.

The fast-paced evolution of online trends can work to your advantage, however. Create ads without worrying if they will be relevant in a few months (because nothing will be). Consider setting your own trends with authentic content that tells the world what you uniquely offer. With only a few seconds to make your mark, trying new things has relatively low risk, and it may be the thing that gets you known among new consumers.

Don’t ignore audience insights

Snapchat has some nifty insight tools to help you see what your audience wants, including the aptly named “Audience Insights.” Create custom audiences and see their interests, as well as their demographic breakdown. If you aren’t getting traction on your ads, add more segments that match your target demographic to broaden audience reach only to relevant users. Save the best audiences for a rinse-and-repeat strategy that you can optimize with geographic targeting within your designated market area.

If you find that some audiences are doing better than others, pivot to meet them with more content. For example, expanding a campaign to include other languages (like Spanish) may be a quick way to boost reach to audiences that already know your product but need some assurance that they are truly in your target demographic.

Also, like other ad platforms, Snapchat offers the option to retarget, so use this option for formats like Story Ads.

Bottom line: Snapchat has many of the same ad functions as other platforms, but timing may be an issue for brands that can’t concisely frame the perks of their offerings. Enlisting the help of a partner could get you on the right track to creating top-notch content. With snaps seen (and gone) in a flash, you have little to risk and a lot to potentially gain.  

Linsey Knerl

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