Guest post by Admiral Media
Snapchat, often the forgotten platform in the digital marketing world, might be more valuable than you think. With over 332 million daily users, those claiming that the networking app is dead simply aren’t paying attention. You might be thinking these numbers aren't all that impressive when you compare to competitor networking giants like Instagram and Facebook, but Snapchat has some other tricks up its sleeve. Snapchat may not be winning the numbers game, but it is certainly in line for the throne when it comes to conversion. According to Snapchat, the app boasts 12% more conversions than other social networking sites. Let’s look at an example:
Redbubble, an online marketplace selling user-owned artwork, experienced a 22% higher swipe up rate on their ads and a 14% ROAS with Snapchat ads. But what exactly is it that worked for Redbubble? Well, we can attribute a few things to Redbubble's success on Snapchat advertising, but there are two overriding factors at play. The first is creative variety. On Snapchat, Redbubble was able to showcase a wide variety of creatives in the ephemeral format that Snapchat follows. This works particularly well with Snapchat's predominantly Gen Z audience. The second is Snapchat’s precision audience targeting and optimization tools. Redbubble was able to use Snapchat's lifestyle categories to find the right audiences. Lifestyle groups that targeted cohorts such as pet lovers and travel fanatics could all be utilized to match the audience with the product. This success could easily be replicated for many brand types, through group targeting like this! Let's take a deeper look into the audiences and targeting available on Snapchat, if we haven't fully convinced you yet.
Snapchat’s robust targeting technology goes beyond the standard targeted capabilities of its competitors. Beyond location, interests, devices, and location targeting, Snapchat allows you to easily create custom audiences. You can do this through four different types of customization:
Once you have customized your ad, you can choose between two advertising flows within Snapchat Ads Manager.
After you’ve chosen your audience targeting, it’s time to measure, optimize, and re-engage. Snapchat allows you to do this through:
So, we know now that Snapchat’s worth its salt in the advertising game, but how do you know if it’s the platform for your brand. Let’s take a whistle-stop tour of the major players to see which one suits you.
Meta has a huge global audience, and Instagram is ideal if your brand lends itself to both video and static content. Facebook and Instagram also host a wide range of brand marketing and e-commerce capabilities that automate and simplify processes.
If you're looking to generate brand recognition among Gen Z, Snapchat is a great place to start, as many of them consider the app to be their favorite social media platform.
With TikTok, you're presented with the chance of virality. It also allows you to form relationships with an engaged audience since it focuses on honest and entertaining video content. It's also a good place to experiment with less filtered material.
Snapchat is a great place to promote your business, but the platform can be tricky to navigate. Let’s boil everything down into 10 tips for making sure you’re getting the most out of advertising on Snapchat:
This is a guest post by Admiral Media, a highly specialized performance marketing & mobile app marketing agency on channels such as TikTok, Facebook, Google, Snapchat and more. For more than 10 years, Admiral has been consulting mobile brands and helping them to grow their user base.