Snapchat has undoubtedly become a powerful advertising tool for marketers looking to reach millennials and Gen Z, and for good reason. On the one hand, Snapchat arrives 75% of millennials and Gen Z. Also, Snapchatters are very committed to the platform. In fact, most users open the application. 30 times a day. All of which is to say: if you are looking to reach millennials or Gen Z’ers and you are not using Snapchat for Business, you could be missing something. But it may seem easier said than done. How can you really take advantage of the platform, which is generally used to send funny photos and videos to friends, to increase brand awareness and impact your business results? Fortunately, there are many ways to increase brand awareness and drive sales on Snapchat, with the help of engaging ad formats, complex targeting, and plenty of access to creative tools and resources. Here, I sat down with Evan Orenstein, group product marketing manager at Snapchat, to explore how you can expand the reach of your business on one of the most popular social platforms in the world. Let’s dive in.
* Click here for a $ 150 Snapchat and HubSpot ad credit – just spend $ 50 on the Snapchat Ads Manager and receive $ 150 in ad credit to use on your next campaign! (Note: questions in italics are mine. Rest of text are direct quotes from Evan). 1. How have you seen brands evolve over the years with the way they use Snapchat? Do you think Snapchat has a different purpose for businesses now than it did two or three years ago? It has been really amazing to see the evolution of advertisers on Snapchat. When I first came to Snap, our business was bought entirely through insertion orders and our ad products were mostly one-day acquisition-type experiences designed for the Fortune 500. As the business grew, it became clear that we can drive success for businesses of all sizes. For example, products like Dynamic Ads Let eCommerce businesses of all sizes leverage your existing product catalogs to create ads and automatically show the right product to the right Snapchatter at the right time. Even Lenses AR experiencesOriginally only available as a high priced one-day purchase, it is now supported in our auction, with many targeting and optimization capabilities, for as little as $ 5 a day. Beyond our advertising solutions, we are working on products and services such as Brand Profilesto give brands a permanent home on Snapchat, SnapKit, which gives developers access to the best features of Snapchats, and the Yellow Accelerator program that supports entrepreneurs. 2. If a business is looking to increase brand awareness through Snapchat, what are 2 or 3 methods that you suggest they try? (Those methods could be Snapchat features, tools, third-party extensions, or types of content themselves.) If your goal is brand awareness, I think it’s important to take advantage of all of our ad formats to ensure your brand is present in all areas. Snapchat to maximize reach. That means advertising through single image or video ads, story ads, lens AR experiences, and filters. Also, target broad audiences that align with your product by testing our proprietary targeting segments called Snapchat Lifestyle Categories. From a creative perspective, make sure your ads are eye-catching and convey your brand’s key message or offering in the first 2-3 seconds, and make sure to include your brand logo at the beginning of your ad. If you don’t have creativity available, you can try Snap Publisher, our easy-to-use image and video ad creation tool, or Lens Web Builder, the easiest way to create great looking AR ads right in your browser. Both tools are very easy to use and are available in Ads Manager. 3. Do you have an example of a brand that really impresses you with the way they use Snapchat for brand awareness? There are so many brands that impress me with how they use Snapchat to market their business. In general, the brands that impress me the most tend to have a few things in common: First, they harness the creativity designed for our unique Snapchatter community. They also use more than one of our immersive ad formats because our ad products work better together. One specific brand that impressed me was Truffle, a luxury hot sauce brand. They used Snap Publisher to develop creatives that showcased the use of their product in everyday situations, and they leveraged video ads and Story Ads to reach new potential customers on Snapchat. To see other success stories, I recommend that you consult the Inspiration section from the Snapchat For Business site. There are so many great examples of brands leveraging the versatility of our ad platform to drive massive reach among our diverse audience, while also driving efficiencies that contribute to their bottom line. 4. What do you think is unique about the Snapchat platform to increase brand awareness that a business might not see with other social platforms? There are a number of reasons why the Snapchat ad platform is perfect for increasing brand awareness, but if I had to pick one, I’d say our Snapchatter community. In any given week, many Snapchatters can be found exclusively on our platform, unlike the competition. For example, by Annie App Analysis commissioned by Snap Inc. for figures calculated for the first quarter of 2020, 43% of Snapchatters aged 16 and over in the US are not on Instagram weekly and 86% are not on Twitter. Daily exclusive reach is based on daily overlap of active users on Snapchat and competing apps. The Annie app weights the iOS and Android data in its sample to reflect the general market population. If you want to reach millennials and Gen Z where they are every day, you must be on Snapchat. This is proof that if Snapchat is not part of your media mix, you are missing out on the opportunity to reach your entire audience. Snapchat captures an important audience that is difficult to reach on other platforms; in fact, they are not duplicated and increase based on your efforts. It’s a recipe for success when you combine our unique and engaged audience with a broad set of immersive ad formats that were built for mobile devices. Whether brands want to utilize their existing assets or build their own from scratch, we offer a great deal of flexibility within our tools to allow a brand’s creativity to come to life fully.