Snapchat Advertising: Engaging Younger Audiences Effectively

Do you remember the iconic flower crown and the famous screen-licking dog filter? These are the ticket to a fanciful world of augmented reality.

All thanks to the most loved playground of Generation Z: Snapchat.

Report by Mega Digital Snapchat captures the attention of 75% of Generation Z and millennial users, with a considerable segment falling within the 18 to 24 age bracket.

It means running advertisements on Snapchat will benefit and generate more revenue as it is the most used platform nowadays.

Statista report shows during 2022, Snapchat amassed a total of 4.6 billion U.S. dollars in advertising revenue, with projections indicating a rise to 8.34 billion U.S. dollars by 2027.

This instant messaging platform contributes approximately 2.4 percent to the global advertising revenue.

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What is Snapchat Advertising?

These digital adornments became the calling card of a generation, meaning it is no longer merely a platform for playful humorous selfies but also a vital advertising avenue for businesses, allowing them to reach millions of active users daily.

Snapchat ads showcased promotional content within the Snapchat app. These advertisements are in different formats like images, videos, augmented reality (AR) lenses, filters, and sponsored stories. Users have the choice to engage with your ad by swiping up.

Users were transported into a realm where reality intertwined with imagination with a swipe and a tap. 

Just like Snapchat ads you can learn about Instagram ads from here: 

https://www.analyticodigital.com/blog/instagram-stories-vs.-feed-ads-where-to-invest

Types of Snap Chat Ads

Snapchat, a widely used app globally, offers diverse advertising options to assist businesses in engaging their audience in innovative ways.

• Snap Ads:

Snap Ads, brief vertical video commercials, appear between user stories or in the “discover section” of the app. 

They aim to quickly capture attention, typically lasting between 3 to 10 seconds. 

These ads can include interactive features like swipe-up actions, encouraging users to further engage with the promoted content.

• Story Ads:

Story Ads, captivating full-screen advertisements, seamlessly integrate into ‘Snapchat's discover section’. They blend with users' content consumption experience, providing a unique and immersive platform for brands to convey their message.

Here are the specifications and requirements for ad creation:

• The accepted file format is .jpg, .png, .mp4, or .mov
• The aspect ratio will be 9:16
• Resolution for story ads is 1080 pixels x 1920 pixels
• Duration will be between 3 to 180 seconds
• Attachments can be a Website link, long-form video, app link, or Lens attachment
• Brand name should be a maximum of 25 characters, including spaces
• The headline should be a maximum of 34 characters, including spaces
• Provide CTA text; Snapchat will incorporate it visually and position it within the ad.
  
  

• AR Filter and Lenses:

AR Filters and Lenses, interactive augmented reality (AR) features, allow users to enhance their photos and videos with branded overlays, animations, and effects. 

Sponsored Filters and Lenses enable brands to create custom AR experiences for users to apply to their snaps, fostering fun and engaging with brands.

For filter: You need the ad specifications below

• The file format can be .png
• The resolution will be 1080 pixels x 2340 pixels

Essential text, logos, and legal disclaimers should avoid placement within 310 pixels from the top or bottom of the canvas.

The brand logo or brand name must be visible.

For lens:  In the realm of augmented reality lens ads, there are two primary categories:

1. Face lenses: These employ the front-facing camera to augment or alter a user's facial attributes.
2. World lenses: The rear-facing camera introduces elements into the user's environment.

• Dynamic Ads:

Dynamic Ads, and personalized adverts, use user data from Snapchat to deliver relevant content to specific users.

These ads dynamically generate creative elements based on consumers' interests, behaviors, and app engagements, including personalized messaging, pricing details, and product recommendations. 

To access this functionality, you will require the following:

• Integration of a product catalog into Snapchat Ads Manager.
• Installation of Snap Pixel on your website.
• Proper configuration of relevant fields within your Snap Pixel, such as Purchase, Add to Cart, and either View Content or Page View, to monitor product page interactions.
• Accumulation of targeting data obtained from at least 1,000 users who have interacted with Snapchat ads through your Snap Pixel.
  
  
• Collection Ads:

Collection ads feature four clickable tiles enabling Snapchatters to explore and purchase products showcased within them. They offer a convenient shopping experience directly on Snapchat, ideal for e-commerce brands seeking to engage users seamlessly.

Here are the specifications and requirements for Collection ads:

• Accepted file type: .jpg, .png, .mp4, or .mov
• Aspect ratio: 9:16
• Resolution: 1080 pixels x 1920 pixels
• Length: Between 3 to 180 seconds
• Attachments: Website, long-form video, app, or Lens
• Brand name: Up to 25 characters, including spaces
• Headline: Up to 34 characters, including spaces
• Call to action: CTA text should be included; Snapchat will incorporate the visual and place the CTA on the ad.

In addition to these specifications, Collection ads require a thumbnail image with the following specifications:

• File type: .jpg or .png (static image only)
• Resolution: 160 pixels x 160 pixels
• Each thumbnail image must have a URL, which can be reused multiple times.
  
  

Commercial ads:

Commercial ads on Snapchat are non-skippable video advertisements with a duration of 6 seconds, extendable up to a maximum of 3 minutes.

These ads are showcased within Snapchat's curated content, and featured in themed collections promoted within the app, providing brands with a premium environment to deliver longer messages.

Here are the specifications for Commercial ads:

• File type accepted: .mp4 or .mov (H.264 encoded)
• Aspect ratio: 9:16
• Resolution: 1080 pixels x 1920 pixels
• Length: Between 3 to 180 seconds
• Attachments: Website, AR Lens, long-form video.

How Do Snapchat Ads Work?

Snap ads are immersive advertisements that occupy the entire screen within various sections of the Snapchat app. They blend into user-generated or publisher content, emphasizing the need for ads.

Advertisers can utilize the swipe-up feature to direct users to websites, watch longer videos, read articles, or install apps, akin to Story ads on Instagram.

While Snapchat ads can be single images or videos, concise video content performs exceptionally well. Video ads can vary from 3 seconds to 3 minutes, although longer formats maintain audience engagement.

Effective Snapchat ads require precise audience targeting. The platform offers diverse targeting options, including demographic, lifestyle, shopper, custom, and lookalike targeting.

How to Create Snapchat Ads?

Creating a Snapchat ad campaign involves several steps, similar to other social platforms.

Here's a detailed guide on how to proceed:

Step 1: Access Snapchat Ads Manager

First, go to “Snapchat Bussiness Account” and choose 'Get Started'. Log in with your Snapchat credentials or create an account if you haven't already. Provide business details and payment information to set up your ad account.

Step 2: Set up a Campaign

Once in Snapchat Ads Manager, click 'New Campaign' in the Dashboard view. 

Select your campaign objectives like App Installs, Website Traffic, Brand Awareness, or Video Views. 

Whether your objective is to enhance brand awareness, drive website traffic, increase app downloads, or boost product sales, defining your goals upfront will shape your ad creative and targeting strategy and facilitate accurate campaign measurement.

For Example, our Campaign goal is to generate leads, we have to select that option and then set the status, time, and date for that.  

You can run multiple ad sets within a campaign to test audiences and creative elements.

Step 3: Define Audience and Budget

Now, Set your ads in detail, and specify your target audience using pre-defined categories like Lifestyles, Shoppers, Viewers, or Visitors. 

You can also create custom audience segments using the Snap Pixel for better targeting. Set ad placements, budget, and bid goals.

Step 4: Create your Ad

Click 'New Creative' to start crafting your Snap ad. 

Choose your ad type, Top Snap Only, Web View Attachments, App Install Attachments or Long-Form Video Attachments. Enter the headline, select call to action, and upload your image or video.

Step 5: Review & Publish:

Review all the details, add the proper ad name, confirm your campaign setup, and publish it. 

Best Practices for Advertising on Snapchat:

Single image or video ads are immersive ad formats that occupy the entire screen, offering flexibility to convey your unique message effectively.

• Keep it Concise: 

Deliver your message within the first three seconds, ensuring your logo remains visible throughout.

• Embrace Authenticity: 

Craft your ad directly on your mobile device to maintain the Snapchat aesthetic.

• Prompt Action: 

Encourage your audience to engage by prompting them to Swipe Up or take a specific action.

• Utilize Audio: 

Experiment with audio as Snap users play content with sound enabled.

• Stick to a Singular Message: 

Focus on conveying one clear hero message and call to action related to your product, brand, or service.

Conclusion:

In digital advertising, Snapchat offers unparalleled opportunities to engage younger audiences. 

By embracing its immersive formats, innovative features, and robust targeting options, brands can captivate Generation Z and millennials. 

By staying authentic, concise, and interactive, businesses can forge meaningful connections and drive growth in the ever-evolving landscape of social media advertising.

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