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A Guide to Advertising on Snapchat

Barjunaid Cadir

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A Guide to Advertising on Snapchat

Snapchat changed the way people interact almost immediately after it was created. At first, though, it was unclear how it would affect the advertisement industry and many brands didn’t think Snapchat could compare to other social media platforms. After a few years though, we’re now seeing that those platforms are adopting many of Snapchat’s features, like geo-targeting, stories, and others. The reality is that Snapchat is a great advertising opportunity, so we’ll explore here which tools are most useful for marketers. 

 

  1. Snapchat Discover

Snapchat Discover advertisement is the most expensive option on the platform. They get the best placement at the top of the app and usually only publishers or big brand names can get those spots. The ads are extremely expensive for daily use, but in return, they will get several million views a day.  In order to get a spot, you can do what is referred to as a “takeover” of a current channel on Snapchat Discover. You can also get inside a Live Story in the Discover section for a hefty price.

 

  1. Snapchat Ads (Snap Ads)

Snapchat ads are very popular and a lot more affordable for most marketers. They are full-screen ads that show stories for a maximum of 10 seconds. You can use a Snapchat Ads tool to design, manage, and run your ad campaign. It’s an option that if done well can reach large audiences and engage them with your brand. Your ad can be either a video, live or animated, a gif, still, or cinemagraph, and it can look similar to a Snap Story so your viewers feel like they’re just seeing more content instead of an advertisement. If you feel like 10 seconds is too short, you can use sequenced messaging to tell a story that’s longer in length. Create a series of video ads and upload them together to tell a longer story about your brand. 

 

Additionally, Wendy Poole, a marketing writer at Draft Beyond and Gum Essays, shares with marketers that “with Snap Ads, you can also measure your ad campaign result, which means it’s usually the go-to tool for most marketers. In the advertisement itself, there’s usually a swipe up option so that marketers can add an attachment that’s been purchased via the Snap Ads manager.” 

 

  1. Local Geofilters

Geofilters are a great way to make your pictures stand out. Geofilters is one of the most popular features on Snapchat because you can customize your filters and lenses. As a brand, you can purchase your own Geofilters for a specific location. The sponsored local Geofilters are actually the cheapest ad offering on the platform, which means your return on investment can be very high. If there’s a special event, however, be prepared to pay a little bit more.  

 

  1. Nationwide Geofilters

Trina Rey, a team leader at Last Minute Writing and Writinity, explains that “like local Geofilters, nationwide sponsored ones work in the same concept except that users throughout the country will see the Geofilter instead of those limited to a specific region. This is a useful feature for a national or international company as opposed to an event or brand that is regional.”  

 

  1. Sponsored Lenses

Sponsored Lenses have a different cost based on the day of the week, holidays, and other trends. Sponsored Lenses are great because Snapchatters will usually interact with them for an average of 20 seconds, which is a lot longer and more engagement than a Discover ad will ever get you. Sponsored Lenses have made advertisement fun, instead of the annoyance most people usually feel when there is a commercial break. As an example, a Taco Bell Snapchat Sponsored Lens received more than 224 million views, which is incredibly coverage. 

 

If you want to achieve long-term success with your brand, you have to increase your visibility and expand your customer base and one of the best ways to do this is on social media. Gaining a faithful Snapchat following is an excellent and proven way to build a loyal client base that you can use to improve sales and awareness. The tools mentioned above each have their own features that are helpful for you to reach your audience. They are not only easy to use but have been applied with great success by many other businesses in the world. 

 


Ashley Halsey, an experienced web designer at Lucky Assignments, has been working on many nation-wide projects relating to digital and social media marketing. She enjoys helping small businesses expand in non-traditional ways and she loves to share her expertise. In her free time, she travels and reads.

Barjunaid Cadir is a Freelance Writer, Web Developer, SEO Content Manager, LinkedIn Specialist, Social Media Manager, and a University Researcher at Anadolu University in Eskisehir, Turkey.

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