Secrets to a Successful Snapchat Advertising Strategy

Social media has become a dominant business tool as marketers have increasingly realized its potential to reach key audiences. Today, 74% of businesses believe social media is a key part of their marketing strategy, with 2.77 billion people expected to use social platforms globally by 2019.

But investing in social media requires careful planning. Different platforms and different ad formats can present challenges for all types of advertisers. Snapchat, which represents a new direction in social media, is no different.

In a crowded social media landscape, Snapchat presents itself as a way to communicate with friends through photos and videos, while exploring content from publishers around the world. With 180 million users and growing, it has become an attractive platform for brands to reach and engage consumers.

Snap first launched its advertising business in mid-2015, so advertising on the platform is not only relatively new, it’s also constantly evolving. And the introduction of new advertising products and buying models can make it difficult for marketers to choose the right type of Snapchat ad for their business. Additionally, gaining insight into Snapchat’s performance is essential at a time when advertisers are under constant pressure to prove ROI.

So how can marketers ensure they’re getting the most out of their Snapchat investments? Let’s take a look at some of the basics of a successful Snapchat advertising strategy.

To understand all possibility of advertising

Snapchat advertising is available in a variety of formats, including Snap Ads, Story Ads, Filters, and Lenses. Snap Ads are full-screen video campaigns designed to drive traffic to website or app installs. Story Ads allow advertisers to reach audiences using a branded thumbnail and typically consist of a collection of up to twenty Snaps. Snap Ads and Story Ads typically serve at higher impression levels and over longer timeframes.

Filters and lenses, on the other hand, are usually shorter executions. Filters are picture overlays that can vary depending on where a user is and what they are doing, while lenses are a type of interactive filter that uses augmented reality to change the look of a user. a user or his environment. A campaign launched by Netflix is ​​a good example. Using Snapchat’s World Lens feature, Netflix gave audiences the ability to transform their surroundings into the world of Stranger Things for an augmented experience ahead of the show’s second series.

Each ad type has distinctly different user experiences and media delivery. Understanding the nuances and different saturation levels of each type of Snapchat ad is key to developing the optimal media plan.

Execute and Evaluate Wisely

Snapchat advertising has great potential, but like any other marketing activity, execution is key. Success requires a clear understanding of the marketing objectives, as well as the target audience. The more Snap campaigns resonate with consumers, the more powerful they will become. At the same time, too many ads can damage a brand’s reputation. Announcements should be thoughtfully planned to avoid unnecessary duplication, diminishing returns, and burnout.

Consumer responses will also depend on how well Snapchat campaigns work with all of a brand’s communications. Marketers should therefore assess their channel mix accordingly. Faced with tight budgets, marketers need to be able to identify and find funds from underperforming media if they want to improve their results without increasing their overall spend.

Use the marketing mix modeling measure results and optimize for success

One of the ways advertisers can make smarter, fact-based budget allocation decisions on Snapchat is through marketing mix modeling. This measurement approach calculates the total effect each marketing channel has on sales and other performance metrics, while controlling for external factors that can impact business performance, such as weather and vacation. When done correctly, marketing mix modeling allows marketers to assess the incremental value of all their investments, including Snap. Marketers can then leverage these findings to improve the effectiveness and efficiency of their spend on the platform and across their marketing mix.

As one of the fastest growing platforms, marketers can no longer afford to ignore Snapchat as a way to connect with consumers. But understanding advertising options, executing them against defined goals and audiences, and properly measuring performance is critical to success. By following these basic guidelines, marketers can begin to take advantage of Snap’s innovative new ad formats, improve their execution, and get the most out of their investments.