02 Nov Should You Be Running Ads on Snapchat?
Not all social media advertising platforms are built the same. Especially when it comes to Snapchat.
After choosing a self-service advertising model in 2017, the platform went through a few growing pains. One minute, ads cost an exorbitant amount, and the next, they were down to bargain prices. However it seems that Snapchat ads have found their footing, and depending on your goals and customers, it could be a great option for you in addition to (or instead of) Facebook.
Do any of the points below make you nod your head in agreement? Then it might be time for you to get snappin’.
1) Your target audience is 18-24 years old.
You’ve heard over and over again that Snapchat is for the young, specifically Generation Z and early Millennials: 78% of 18-24 year olds are using the app. If this is your target demographic, it’s a no-brainer that you need to have some kind of presence there.
You might be thinking, “Yeah, but aren’t they on Instagram too?” The quick answer is yes, but 41% of Snapchatters can’t be found on Instagram on a given day, and 46% can’t be found on Facebook (aka where their parents hang out).
If your customers skew slightly older than 24, you’re still in luck. In fact, there are 54 million users age 25+ snapping away as we speak. So it’s safe to say that if you’re looking to serve ads to people from 18-30, keep reading.
2) You need help with design resources.
Facebook is still the clear winner when it comes to audience targeting, but Snapchat comes out ahead in design through the creative tools they offer:
– Snap Publisher: Provides direct response templates, animation tools, and customization options
– Snap Creative Partners and Agencies: These Snap-approved pros can help with strategy, execution, and anything you need to pull off a great campaign
I can see this kind of support eliciting a sigh of relief from overwhelmed marketers and advertisers who lack design experience or an in-house team.
3) Your customers are on mobile.
Snapchat users are naturally comfortable in a mobile environment. Snapchatters are 2x more likely than non-Snapchatters to have made an in-app purchase, and US Snapchatters are 20% more likely to have made a purchase from a mobile device.
The company is keenly aware of this. Not only are their design templates vertical, but ads encourage viewers to “Swipe Up” to view campaign landing pages and URLs (key ad objectives include App Install, App Engagement, Purchase and Leads).
Hubble Contacts, a subscription service that provides contact lenses, saw a 2.5x month-over-month growth in subscribers after running the ad below. They also saw a 39% decrease in CPA.
Aside from these points, it’s also true that the competition for Snapchat ad space is not as saturated as it is over on Facebook. So if you’re looking to try something new, be where your audience is, and spread awareness, it may be time to diversify your ad spend.
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