Now you see it, now you don’t. That was the philosophy of Snapchat’s revolutionary image-sharing app when it was first introduced all the way back in 2011. They must have been onto something, because what started as a novelty has grown into a $20 billion business in less than a decade.
What keeps the value of Snapchat so high? It’s not just the massive user-base (around 280 million daily), it’s also the advertiser-friendly user-demographics. The vast majority of Snapchat’s regular users fall between 16-35, which makes the platform an effective way to reach younger audiences that might not be on Facebook, Twitter, on consuming traditional media in the same way as older generations.
In this article, I’ll go over how you can effectively market your business using Snapchat to drive engagement and conversions.
1. Go for a Native Look
The concept has become a cliché in the marketing world, but it’s been repeated over and over for a reason – “The best advertisements are the ones that don’t feel like advertisements at all.” When it comes to designing Snapchat ad creative, this concept should be top of mind.
Focus on creating short clips (think 10 seconds or less) of engaging video content that don’t feel like you’re going after the “hard sell.” If you’re able to capitalize on a current trend that’s taking place throughout the world of social media, you’ll earn favorable brand recognition from your audience. ng yo
You don’t have much time to get your message out, so quick-hitting, entertaining video content is what you should be striving to create.
2. *Sound On*
Most advertisers are away that the videos on some platforms are primarily viewed with the sound off (Facebook), while others (YouTube) are typically viewed with the sound on. Data from Snapchat itself has revealed that nearly 2/3 of Snapchat ads are watched with the sound on.
Complementing the visual component of your ad with upbeat, high-energy background music can bring create that extra “pop” that captures the attention of your audience.
3. Make the “Next Step” Easy
One swipe of the thumb is all it takes for users to follow up on the ad they’ve just seen. If you’re using your Snapchat ad to drive conversions, it’s critical that you pave the way by linking to the a landing page that corresponds with your advertisement’s messaging. That means if you’re showing an ad with a specific product, “swiping up” should take the viewer right to the page where that product is available for purchase.
If you’re looking to drive app installs, Snapchat has been helpful in reducing friction by providing ‘App Install Attachments’ which makes the download process quick and seamless.
Marketing campaigns have a range of goals, but all of them should involve transforming a potential customer into an actual one. It’s your responsibility to reduce the number of steps it takes to make it happen. One final note on this topic: including a promo code on your ad is always a good way to incentivize your audience to act right away. Try it out and see if you find this strategy to be effective for your product!
4. Test Your Creative Often (and optimize when necessary)
When it comes to social media marketing, coming up with best possible creative is literally an art, though there is some science involved, too. Most notably, the idea that the only way to know for sure what works best is by constantly testing new ideas.
If you’re working with a large budget, you may be able to afford to show several different ad sets at once to similar audiences and determine which is having more success. No worries if you don’t have the luxury of disposable ad dollars, you can still test out different creative concepts as well. The best way to do this is by creating a library of different ads, and then swapping out your creative periodically to see which of your ads performs the best.
Keep in mind that you should give your ad a few weeks to allow Snapchat’s algorithm to optimize for the audience that is most likely to engage with your brand. It’s recommended that all creative should run for at 3-4 weeks before you make any decisions about it’s value moving forward.
5. AR, Lenses, Stories, and More!
When Snapchat started seeing a decrease in daily users, they did what any good tech company should: innovate and create a more engaging product. Out of this innovation came the things that have kept Snapchat relevant for a decade now. Of course, I’m talking about stories, lenses, filters, and AR capabilities.
Branded geofilters are an excellent option for businesses that rely on local foot traffic for their sales. Even better, Snapchat allows you to have full creative control right from their platform that helps you design and implement your own filters and lenses. (check it out)
In addition to filters, Snapchat has come a long way with their AR technology capabilities. If you’re unfamiliar with what this means, here’s an example: A shoe brand might release an AR feature which allows someone to “try on” a specific pair of shoes while their Snapchat camera is open. Check out this article to view some of the most popular AR campaigns on the platform to date.
Finally, use the “Stories” feature (the same one that every company has ripped off since Snapchat introduced it) by producing more long-form content that involves multiple videos with an overarching narrative.
Snapchat has been exceptional in creating a wide range of varied creative styles so that there’s something for every type of brand out there. Even if you don’t have the time or budget to try all of them, experiment and see which ones get the best results.
Wrapping Up
For businesses looking to reach younger audiences, Snapchat is proving to be a more-than-viable option in the world of social media marketing. Despite lingering concerns about the platform’s popularity, the numbers suggest a stable, engaged user-base is here to stay. If you’re experiencing some difficulty gaining traction on other networks like Facebook, Instagram, and Twitter, giving Snapchat a try may be the solution.
Need help putting together a targeted social media campaign that actually gets results? Get in touch today to strategize and implement a plan that works toward your business’s goals.
