15 Jul 3 Reasons to Consider Running Ads on Snapchat

Snapchat is a social media network that launched a decade ago, it seemed like it was on the verge of joining many other networks in the social media graveyard a few years back. That said, the network is gearing up to be a powerhouse social network once again, with audiences of all ages still utilizing the platform. Below our team has outlined 3 reasons your business should consider Snapchat ads as part of your social media marketing mix.

1. Year-Over-Year Growth

Snapchat has achieved significant year-over-year (YoY) growth in recent years. Usage has not only increased in the U.S. but it’s also increased in the rest of the world. This is largely due to investment in more localized content and improved language support options. Snapchat’s user base will only continue to grow. With hundreds of millions of users worldwide, you have a large pool of users to target with your ads. This means more exposure and visibility for your business. 

If you’re still not convinced, here are some noteworthy stats to consider:

• As of Q4 2020, Snapchat has accumulated over 265 million daily active users, a 22% YoY growth.
• Senior executives project that Snapchat will generate 50% revenue growth over the next several years.
• Snapchat reaches 75% of Millennials and Gen Z. 
• There are 280 million+ daily active users globally.
• The average Snapchat user spends 30 minutes on the app.
• In 2019, users opened Snapchat 30 times a day on average.
• In 2020, 4 billion snaps were sent on average every day.

2. Unique Augmented Reality & Filter Ad Formats

You can take advantage of high-engagement ad formats like Lenses and Filters.

Lenses

Every day, over 200 million Snapchatters use Lenses, Snap’s Augmented Reality (AR) experiences, to transform their view of the world. These AR experiences allow users to add 3D effects, objects, characters, and transformations to their Snaps. According to Snapchat’s estimates, one out of every three Snaps sent by users today is created with a Lens. Users don’t just enjoy created Lenses; they like looking at them too, with the top-performing Lenses on Snapchat receiving billions of views. 

While the majority of networks are getting into the AR game, no one makes it as easy as Snapchat. With Lens Studio, you can find a partner to develop AR with ease. Lens Studio also provides templates to help you get started.

But Lenses isn’t just a type of content. It’s an ad format too. So you can use Lenses to advertise your brand. Think of Lenses as a way to layer your brand onto a user’s content. For example, you can use Face Lenses to change or transform a user’s facial features. So if you’re a cosmetic brand, you can use a branded Snapchat Lens to let users try a digital makeover. 

Lenses work on the rear-facing camera as well. This lets users map images onto their environment or surfaces behind them. For example, if you’re a furniture brand, you can create a Lens that lets users see how certain pieces look in their living room.

Using Snapchat Lenses, you can craft a shareable AR experience that generates tons of engagement and views.

Filters

Filters are similar to Lenses, but don’t really transform a user’s Snaps the way Lenses can. They’re basically graphic overlays users can apply to their Snaps. You can create sponsored Snapchat filters to attract users to your business and generate brand awareness. You can make your filter “smart” by including time information, countdown, or real-time location, known as geofencing. Geofencing your filters to a specific area is a useful tool, allowing you to limit your ad spend to users who are more likely to buy. Relevant filters that highlight the time, place, and purpose of your campaign are highly effective.

3. Robust Third-Party Targeting

There are hundreds of millions of users on Snapchat. But unfortunately, not all of these users are going to be interested in your brand and what you have to offer. That’s why ad targeting is such a key feature in any marketing strategy. When advertising on Snapchat, you can create custom audiences based on third-party data.

Snapchat’s third-party targeting allows you to reach Snapchatters based on buying or viewing behavior. Snap’s partnerships with Oracle and Nielsen provide access to an expansive data marketplace to help you create a specific campaign for a specific audience. You’ll also be able to optimize for specific conversion events and re-target audiences

Third-party cookie tracking has been delayed until 2023. So until then, take advantage of the Snap Pixel and other third-party targeting options. Pixel custom audiences are high-intent users who have engaged directly with your brand in the past, whether they visited your website, browsed your products online, subscribed to your newsletter, installed your app, or engaged with your ads.

This allows you to serve retargeting ads on Snapchat to users who have shown some form of interest in your business. As a result, you’re more likely to get a higher return on your investment (ROI) because you’re not wasting ad spend on users who may not be interested.

 

Snapchat may no longer be the social media juggernaut it once was, but it’s still a useful tool to add to your digital marketing toolbox. The app still gets over 200 million daily active users, and AR experiences get an extremely high engagement rate. This gives you plenty of opportunities to find users who will interact with your brand on a daily basis.

Plus, with third-party targeting, you can really hone in on your target audience and reach Snapchatters who are most likely to be interested in your brand. With all these features, it should be hard to pass up the opportunity to advertise on Snap, especially if your company targets young consumers – Snapchat’s most prominent users.  

While Snapchat has a self-serve ads platform, our media buying team at Ignite Social Media is a Snapchat Certified Partner and has been running ads on the network for a variety of clients. Contact us today to launch your Snapchat ads strategy and make an impact on the network.

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