As a tech-savvy advertiser, you already know about marketing on Facebook and Twitter. But what about Snapchat?
Snapchat may be a newer social media channel, but it has some impressive numbers behind it. The platform boasts 200 million active users each month, with 41% of Americans aged 18 to 34 using it daily.
It’s a phenomenal place to advertise, too. Snapchat ads have higher swipe up rates versus click-through rates on other platforms.
With figures like these, it’s easy to see why companies are rushing to start advertising on Snapchat.
How can you get started advertising on Snapchat? Read on for our ultimate guide!
What Makes Snapchat Different?
One advantage of Snapchat is that it offers unprecedented access to millennials. Until now, this group has been notoriously immune to traditional advertising techniques.
The platform appeals to teens and young adults because it gives them the privacy they crave. Ask any teen why they use Snapchat, and their response will likely be, “Because my parents aren’t on it.”
Anything posted to Snapchat disappears after 24 hours. Users claim that this creates a more authentic-feeling connection with their friends. They enjoy knowing what’s happening right now.
Other favorite features of Snapchat are the photo filters and drawing tools. These are there not to improve the quality, but simply to have fun. The pic you saw on Facebook of your friend with weird antlers and googly eyes? Likely a Snapchat filter pic.
Advertising on Snapchat
Now that you’re familiar with Snapchat, let’s discuss talk about how to advertise on it.
Because users share Snaps with specific people (instead of groups), Snapchat has a different “feel” than other channels.
When developing a marketing strategy, keep in mind that your goal isn’t to get lots of shares and go viral. Your goal is to get your ad in front of individuals who will engage with it.
There are currently three types of Snap Ads available:
Between Stories. Similar to TV commercials, these vertical, full-screen video ads play for up to 10 seconds. Viewers also have the option to skip them.
Live. These offer real-time views into current events and often receive tens of millions of views.
Discover. This virtual newsstand combines magazines and news from some of the world’s top publishers.
Marketing Strategies to Try
It can be tricky to know how to approach a new social media channel. Here are some tried-and-true methods that have worked for other advertisers:
Coupon codes. Offer a coupon code in exchange for snaps of users in your store or with your product. An added bonus: Coupons are trackable, so you’ll know exactly how many people are responding.
Connect with influencers. Teaming up with established influencers can open up new advertising platforms for you and give you access to a new audience.
Build anticipation. If you have an event coming up, create as much hype as possible. Keep the momentum going by posting pictures and videos of preparation and new developments.
Target your audience. Your audience on Snapchat might not be the same as your general target audience. That’s okay. As long as they’re interested in your content and relevant to your brand, they’re your new target audience.
Final Thoughts on Snapchat
Advertising on Snapchat may require more creativity or a different approach than you’re used to. The results, though, will be more than worth it!