While TikTok may have taken its cloak as a cool kid on the social media block, Snapchat has established itself as a key platform for connecting many users, with an emphasis on privacy and app content that help it take its place in the social media environment, and succeed where many others they failed.
Snapchat is achieving particularly significant success in fostering audience engagement and building a platform aligned with modern community-building approaches. Users looking for smaller, more private groups where content won’t necessarily stay to haunt them have created strong links in the app, while younger audiences continue to download the app in large numbers as they seek space to share more intimate engagement content or catch up with a growing library Discover show platform.
Indeed, according to Snape, it is now reaching 75% of Millennium and Gen Z users, while Snapchat users also spend an average of more than 30 minutes a day in the app.
These are impressive numbers and while they may not have the reach of Facebook, they probably have a greater repercussion and impact on those who get involved through Snap.
Which is also an opportunity, and if you want to take advantage of Snapchat for your marketing efforts and increase your brand among a younger audience, these tips will help. We talked recently Luke Dear, Snap’s vice president of U.S. Solutions for Advertisers, to gain insight into the latest trends he sees, as well as examples of how marketing professionals achieve results with Snapchat audiences.
P: Which ad / promotion elements currently have the best response on Snapchat?
LK: Snapchat ads perform well throughout the marketing flow, and Snap offers a wide range of goals, bidding options, and end results for ad optimization – from awareness and sharing to clicks, visits, purchases, and more.
Snaps ’advanced measurement, reporting, and optimization capabilities have been a cornerstone of the ad platform, helping marketers optimize campaigns to achieve the best possible results. From marketing markers looking to raise awareness at the top of the flow, to marketing professionals looking for conversions, advertising on Snapchat is a compelling way to achieve any goal.
We also believe that for advertisers of any size, looking for any goal, there is a deep and long-term value to reach our audience of 13 to 34 years. This audience is passionate and engaged, and many are at the age when they are starting to build brand loyalty as they go through major life milestones.
Our community opens the Snapchat app an average of 30 times a day, and globally, the Snapchat generation has a purchasing power of over $ 4.4 trillion. Overall, these considerations currently yield the best results in the application.
P: What is the key to an effective marketing strategy on Snapchat?
PAGE: We believe that marketing on Snapchat is most effective when brands use multiple ad products related to a defined advertising goal.
For example, for brands looking to increase brand awareness, a great way to achieve this goal is to combine AR lenses with snap ads and / or commercials (video ads). This type of multi-product performance tends to achieve stronger overall results than any single ad format alone.
Q: What is the most common mistake you see that brands make with their Snapchat approach?
LK: While AR lenses are often seen as a great short-term activation to increase brand awareness, some neglect the long-term brand value of AR tools.
Many brands actually succeed in launching what we call “always-on AR,” where they run AR Lens campaigns that last longer than one moment, and these campaigns see really positive results.
We all know that AR means “augmented reality”, but in Snap we believe that it also means “extra reach” and “accelerated results”. When added to a Snap Ad campaign, AR reaches up to 31% of our camera-using audience.
Similar to Super Bowl advertising, lenses work well for spraying, one-time moments, and for achieving powerful lower funnel results if they are constantly performed as part of a broader Snapchat multi-product advertising strategy.
P: What is a good example of a brand that achieves strong results with Snapchat marketing?
LK: Achieving efficient and impressive results for our brand partners is a key part of Snapchat’s value offering and we’ve seen many great examples of brands achieving success on the platform.
Some of them include:
- Smile Direct Club took advantage of our goal-based click optimization (GBB) for AR, which attracted 49% of Snap customers in the second quarter, and was the most effective ad unit to increase traffic for their business compared to other social channels. The success of the lens eventually prompted Smile Direct Club to include AR lenses as part of its long-term business strategy.
- DAZN launched a multi-product campaign that used AR lenses, snap ads, story ads and commercials to raise awareness about its live sports channels, installations for its app, and subscriptions to its streaming service. DAZN used our new GBB optimization application installation for AR, which not only launched incremental installations, but also reached millions of unique Snapchatters. The entire campaign resulted in an increase in installation and subscription, and brought more Snapchatters to its platform.
- Booking.com used a strategy that used dynamic ads to reach new customers on Snapchat. Using our dynamic travel ads solution, they were able to extract images from their product catalog showing relevant and visually appealing photos and destination features. This helped Booking.com unlock additional audiences in the United States, resulting in a positive increase in bookings on both their website and their app, and brought the cost per incremental booking (CPIB) by approximately 36% lower than their target.
Q: What would be your best advice for someone starting with Snapchat marketing?
LK: Our self-service ad platform makes it incredibly quick and easy to start advertising on Snapchat. We offer a wide range of tools to help any business size create compelling, creative ads – even for augmented reality lenses that all prove proven business results.
Here you can learn more about the various tools and options of Snapchat ads.
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