While Snapchat pioneered the ephemeral style of storytelling that is everywhere on social media right now, the app itself has a lot of staying power. Brands, enticed by the platform’s 150 million daily users, are integrating Snapchat into their marketing plans. But advertising on Snapchat is still relatively new territory (it’s only been available since the end of 2014).
Here’s a breakdown of how Snapchat advertising works.
Snapchat Ad Formats
Snap Ads feature a 10-second, full-screen vertical video (with or without sound). Brands can opt to add an interactive element accessible with a swipe up; these add-ons include articles, long-form videos, or access to mobile websites or app install pages (without leaving the Snapchat app).
Snapchat supplies brands with these metrics:
- Reach and Frequency
- Top Snap Average Time Viewed
- Top Snap View-Through by Quartile
- Swipe-Up Rate
- Average Percent of Article Viewed
Sponsored Geofilters provide users with a graphic overlay to apply to their Snaps and share with friends. Geofilters are a visual, shareable way of marking a specific location, a major event or a branded campaign. (On-demand Geofilters are open to businesses and individuals promoting smaller events and places; and starting at as little as $5, they have a much more accessible price point for brands just starting out with Snapchat advertising.)
Sponsored Lenses are one of the most popular ad products on Snapchat. Users spend time engaging with the interactive ads – making silly faces and playing with the Lenses’ effects, before sending them to friends or posting them to Stories.
Snapchat advertising is completely different from what any other social media platform offers. It has the potential to engage and delight users in a way that traditional advertising doesn’t. But it is also more challenging to measure its effectiveness. Brands need hard data to justify their investment in ad campaigns – and Snapchat is working to improve this part of their product. Snapchat works with third-party partners to provide companies with measurement offerings, including:
- Tracking and Verification
- Audience Insights and Reach
- Sales Lift and ROI
- Online Attribution
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