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Your complete guide to Snapchat Advertising! What formats you can use, the people you can reach & best practice approach.

How To Guide: Snapchat Advertising

by | May 16, 2017

What is Snapchat?

Snapchat is an extremely important social media platform, this fast paced immersive network with media that disappears after 24 hours has become increasingly popular especially for a younger audience. The effect of Snapchat is undeniable; we can see other big social networks like Facebook and Instagram actively copying Snapchats features such as stories and facial lenses.

Wondering why you should consider using Snapchat? Check out the facts.

The Snapchat Facts

  • Monthly active users: Around 350 Million
  • Over 185 Million people use Snapchat Daily
  • Number of daily video views: Around 14 Billion
  • Snapchatters spend between 23 – 35 minutes on the platform daily.
  • The Average Snapchat User visits the app more than 18 times a day
  • There are over 2.5 billion snaps created daily
Snapchat Logo
Social Media is an essential tool for businesses to market their brand and engage with their audience. It is vital to choose which social networks your business should be active and engaging on. Having accounts on Twitter, Facebook, Instagram, Snapchat, Pinterest, YouTube and LinkedIn can be overbearing for businesses. It is more important to be present and really engaging on just two social media platforms than to spread yourself across every single platform and to just be there for the sake of it. For your business to succeed and grow on any particular social network your target audience needs to be there too.

Is Your Audience on Snapchat?

Before investing your time and effort into setting up a Snapchat account and coming up with different story ideas for the platform you need to find out who uses the platform. If your target market is female millennials then Snapchat is definitely the place for your business.

Snapchat User Demographics

Snapchat Demographics 

  • Approximately 70% of Snapchat Users are Female
  • 30% of Millennial Internet Users use Snapchat regularly
  • 45% of Snapchat users are aged between 18-24
  • 71% of Snapchat users are under 34 years old.
  • Ireland is the top country for Snapchat Usage based on percentage of usage by adults in each market.

Does this sound like your target audience? If your answer is yes, then you should start to put your Snapchatting strategy in place.

Using Snapchat for Your Business

If you have never used Snapchat before and have no idea how to use it or set up an account, Hootsuite have a great article giving you a Beginners Guide to Snapping!

Snapchat Story

Once you’ve established who your audience is on Snapchat, it’s time to consider how you will grow your audience, engage your audience
and tell your businesses story. Snapchat is essentially a storytelling platform, it is perfect for giving your audience an inside peek at what goes on behind the scenes. The easiest way to do this is by filling your Snapchat Stories with interesting, eye-catching and engaging content.

Storytelling through Snapchat will allow you to humanise your business, by showing your employees and allowing them to take over your company snapchat account it will make your audience feel more connected to your brand and the people who work there. It puts a real, relatable face to the brand name.

As well as storytelling through Snapchat it is important to use the social platform to showcase your business. By sharing exclusive tips, industry updates and valuable content that your audience would expect you to know about you are highlighting your credibility. Alternating between giving your audience an exclusive behind the scenes view of your business and really valuable content will really appeal to your audience.

If you want to find out more on developing a Snapchat Strategy, Dan at KPS Digital has a great tutorial on how to use Snapchat to Grow your Business. 

Why Should You Advertise on Snapchat?

Why shouldn’t you? Snapchat has become one of the most popular social networks over the past five years. The audience on snapchat is extremely engaged, they spend on average 25-35 minutes a day on the platform. Hundreds of millions of snapchat stories are created every day, it would take you 10 years to view all the photos shared on Snapchat in the last hour.  If your audience is there, online and interacting, why wouldn’t you be?

More than 20,000 photos are shared every second and although the majority of people using the platform are millennials there are still a large proportion of people using Snapchat that aren’t , you just have to find them.

Snapchat Ads 

Snapchat have three different forms of ads:

  1. Sponsored Geofilters
  2. Sponsored Lenses
  3. Snap Ads

If you have Snapchat and have barely even used it, you probably know what the Geofilters and Lenses look like on Snapchat. Some are organically developed for the platform and others are created for a limited time only to promote a brand or a message.

What are Sponsored Snapchat Geofilters?

Sponsored Geofilters are graphical overlays that can frame or add text and objects to your images. Sponsored Geofilters are usually connected to specific locations and appear exclusively in those areas. They are really similar to the Location Filters you see on your snaps every day. Geofilters have proven to be a great way to engage your audience and promote your brand in a fun, visual way.

On-Demand Geofilters are the entry-level Snapchat ads option, allowing any business to get started with Snapchat advertising for as little as €5. Geofilters are the only DIY form of advertising on snapchat. Community Geofilters are completely free, local artists are encouraged to submit designs for their city, university, landmark or location but absolutely no brand logos are allowed.

With Sponsored Geofilters you can promote different things such as associating your brand with an event by creating a filter based on the location of that event, you can create a filter for a location that resonates with your brand, or even to promote your product or brand if your audience is near one of your stores. Snapchat Geofilters can be launched at scale and promoted nationally, to ensure that you reach your audience.

Sponsored Geofilter

W Hotels Sponsored Geofilter (Source: http://bit.ly/1Rmo9Mz)

What are Sponsored Snapchat Lenses?

Sponsored Lenses are an easy way to get your audience really engaged with your brand. By creating lenses you are inviting your audience to play with and promote your brand, these exciting videos can be shared across different social platforms. By having your audience participate with and sharing your lenses, they are marketing and endorsing your brand, inviting friends and followers to test out your lenses as well. Lenses are one of Snapchat’s most engaging ad products, on average they drive 3x higher brand awareness than mobile norms and double purchase intent.

Sponsored Lens

X-Men Sponsored Lenses (Source: http://delmondo.co/best-examples-sponsored-snapchat-lenses/)

What are Sponsored Snapchat Ads?

Snap Ads are designed to communicate your brand message in a high-impact format that’s truly made for mobile. This video format is used to completely immerse your audience and entice them to take further action. Snap ads have proven to be a really effective advertising tool, two out of three are played with the sound on and with the video being full screen, the users is totally focused on your message.

Snap Ads Info

With Snap Ads there are four different formats that you can choose from; a Top Snap, a Long Form Video, an App Install and a Web View. The Top Snap is required for each other ad format, it is the 10 second long video that grabs your audience’s attention. “Top Snaps drive brand awareness while enticing Snapchatters to swipe up and explore”. From the Top Snap users can swipe up to watch a Long Form Video, Download your App or take action on your Website.

Snap Ads (Web View & App Install)

Now That’s What I Call Music Snap Ads – Top Snap, Web View & App Install (Source: http://bit.ly/2pQv4UG)

Want to Advertise on Snapchat in Ireland?

Snapchat in Ireland

Snapchats targeting capabilities for Ireland is relatively basic at the moment. We can currently target users by age and gender, by Lifestyle Category (based on what content users interact with on snapchat), by Snap Audience Match and Snap Audience Match Lookalikes at a regional (country) or an overall country level. However, Snapchat do have more detailed targeting options in bigger countries such as the UK and United States, where you can define your audience more specifically with Geo, by their mobile device, operating system and Datalogix data.

If you think you’re ready to take the next step and begin advertising on Snapchat or have any questions on Snapchat Ads feel free to contact our expert team at Sing!

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Contact Us

Email: info@sing.ie
Address: 39 Clarendon Street, Dublin 2, Ireland
Business Hours: 9:00 – 17:30 Monday to Friday

Contact Us

Email: info@sing.ie
Address: 39 Clarendon Street, Dublin 2, Ireland
Business Hours: 9:00 – 17:30 Monday to Friday