Snapchat recently launched its new and improved Ads Manager. It was a move to encourage enterprises, agencies and brands to spend more money on their platform and they wanted to make it as easy as possible for them to do so.
In the past if you wanted to buy media space from Snapchat you needed to go through one of their ads partners. The new Ads Manager platform has received a lot of praise and Snapchat have now decided to take it one step further. They have announced plans to move, Snapchat Business Manager, Snapchat Ad Manager and Snap Publisher under the one roof.
Quick Intro to Snapchat
For those of you who don’t use Snapchat, let’s take a step back. Snapchat isn’t your typical social network. Initially it was all about about sending photos or videos, which only played once, to friends, for a few seconds, and then they’d disappear forever. That’s all gone now and Snapchat stories changed the social media game. Each story is a compilation of Snaps that a friend has posted to their story over the last 24 hours. Instagram and Facebook recognised the success of Snapchat stories and have introduced their own version over the past couple of years. For marketers, Snapchat stories offers an opportunity to engage with users in a fun, flexible and innovative manner.
Fast forward to November 2017. Let’s take a look at the three most popular Snapchat ads.
Similar to Instagram Stories, Snapchat users have the opportunity to swipe up for more. This is usually a longer video, install of an app, reading of an article etc.
These ads appear in between friends stories and are generally targeted towards an audience of choice. The data is pulled from Oracle’s data cloud and allows you to reach people based on their demographics, interests and behaviour. Similar to Facebook in this respect.
Geofilters are creative overlays that capture where you are or what you’re up to in a Snap! Create your own, and surprise Snapchatters in the locations you choose. Advertisers can purchase Geo Filters for their events, business or any specific location. They are especially popular for events and a nice touch to add some personality to your occasion.
Ever since face lenses debuted on Snapchat in 2015, they’ve become an iconic part of the platform. While lenses are the ultimate engagement tool for brands, they require a significant investment from the advertiser. Face tracking, animation and 3D modelling tends to be time and budget consuming but when it works, it really works!
WHICH FORMAT IS BEST FOR YOU?
It can be difficult to decide what approach to take on Snapchat. Two simple tips from us would be to decide your Ad Type based on objectives for your campaign.
If you are driving awareness of a product, article or download of an app, then Snap Ads are perfect. The swipe up option offers good engagement for the user and enables the advertiser to measure success metrics on the ad placement.
If on the other hand you are holding an event and wish to increase brand presence along with brand engagement then Geo Filters offer the perfect platform. We have used them to great success in the past and and cost of implementation is relatively cheap.
BRANDS WE CAN LEARN FROM?
Snapchat have put together some Success Stories on their website. A place to see how other companies have benefited from Snapchat. We would encourage you to check it out.