You’ve got a product to sell, or a service to push. You know it’s great — the focus groups said so. You’ve even got pie charts and Venn diagrams detailing your dream audience.
Maybe you’re breaking the bank with blockbuster campaigns that look great but don’t convert clickers into customers. Maybe you’re splashing out on PPC campaigns or slipping wads of cash into Meta’s pockets. Maybe you’ve left your marketing budget to fend for itself, praying word-of-mouth will see you through. Who knows.
There is one thing we do know though: you might be missing out on a portion of the pie. Snapchat is a little like the garlic and herb dip from Domino’s. It adds a little oomph to the channels you’re already using. With a typical user opening the app 30 times a day, you might want to try tapping up Snapchat ads to sell your soul product and save yourself business.
In today's fast-paced digital world, businesses need to be savvy about where they invest their advertising budgets. While Meta (Facebook and Instagram) has long been a staple, Snapchat is emerging as a powerful platform to connect in a fresh and engaging way.
Our guide will show you why Snapchat advertising is a game-changer, highlight its unique targeting features, provide a step-by-step guide to creating your ads, and share top tips to ensure your campaigns are a success. And you’ll still have time for a cup of tea before your next meeting.
Why choose Snapchat ads over Meta?
It’s simple: Snapchat users love shopping. They’re the magpies of the social media generation. They just can’t help but buy the next shiny new thing they see.
In fact, snapchat users are 60% more likely to impulse buy, and they’re two times more likely to share their purchase with others — and we’re all sheep, so surely some of those friends in the WhatsApp group chat will buy, too (we’re behavioural science nerds here, and we call that social proof).
Don’t lie, you’ve bought an Air Fryer because your brother, your boss, and Sally next door did — don’t worry, we did too.
77% of Snapchat’s 23 million U.K. users — that’s more users than there are people living in countries like the Netherlands, Romania, and Belgium — are 18-24-year-olds.
And 55% of Gen Z users have ad recall after watching just two seconds of an ad. So, if you’re selling to the youth of today, you’re in.
Engaging student audiences through Snapchat ads
Engagement rates on Snapchat for younger audiences, especially students, tend to be higher than on Meta platforms. So, if you’re looking to reach the Gen Z’ers, Snapchat could be a good channel to tap into alongside others.
The immersive, full-screen ad formats offered by Snapchat are less likely to be skipped, capturing users' attention more effectively. Additionally, Snapchat ads often feel more personal and interactive, fostering a deeper connection with the audience.
In terms of ad formats, Snapchat offers innovative options such as Snap Ads, Story Ads, and Collection Ads, which can be tailored to fit different campaign objectives. This versatility allows businesses to create more dynamic and engaging content that stands out in a crowded digital space.
Snapchat doesn’t swim in the shallow end, either. It’s targeting options dive straight into the deep end, with plenty of pool to catch fish your audience.
Go on, what audience targeting options does Snapchat offer?
Snapchat advertising provides robust targeting features that help businesses reach their ideal audience with precision. Here’s an overview of some of the most powerful targeting tools available:
- Custom audiences: This feature allows you to upload your customer data to create tailored audiences. By targeting users who have already interacted with your brand, you can increase the chances of conversion.
- Lookalike audiences: Snapchat's lookalike audience feature helps you find new users who share characteristics with your existing customers. This is an excellent way to expand your reach and attract potential customers who are likely to be interested in your products or services.
- Advanced demographic, interest, and behaviour targeting: Snapchat allows you to target users based on a range of demographics, interests, and behaviours. This includes age, gender, location, interests, and even specific online behaviours, ensuring your ads reach the most relevant audience.
Step-by-step guide to creating Snapchat ads
Creating an effective Snapchat ad campaign is straightforward —just follow these quick and easy steps without falling down the rabbit hole:
- Setting up a Snapchat ads manager account: begin by creating an account on Snapchat Ads Manager. This platform will be your hub for designing, launching, and monitoring your campaigns.
- Defining your campaign objective: determine what you want to achieve with your ad campaign. Common objectives include increasing brand awareness, driving website traffic, or boosting app installs.
- Selecting your target audience: utilise Snapchat’s targeting features to define your audience. You can use custom audiences, lookalike audiences, or demographic and interest targeting to reach the right users.
- Choosing ad formats: select the ad format that best suits your campaign goals. Options include Snap Ads (short, vertical videos), Story Ads (ads within user stories), and Collection Ads (showcase a range of products).
- Designing your ad: create visually appealing and engaging ads. Ensure your visuals are high-quality and your copy is concise and compelling. Utilise Snapchat’s creative tools, such as augmented reality (AR) and filters, to enhance your ads.
- Setting your budget and bid amount: decide on your daily or lifetime budget and set your bid amount. Snapchat offers a flexible bidding system, allowing you to control how much you spend per engagement.
- Launching your campaign: review your ad settings and launch your campaign. Once live, monitor its performance closely and adjust as needed.
Top Tips for Maximising Your Snapchat Ad Success
To get the most out of your Snapchat advertising efforts, and send your business and brand skyrocketing above your competitors, consider these top tips:
- Tip 1: Create engaging and interactive content
Snapchat users appreciate content that is fun, engaging, and interactive. Incorporate elements like polls, quizzes, and AR filters to make your ads stand out.
- Tip 2: Utilise Snapchat’s AR and filters
Leverage Snapchat’s unique AR features and filters to create immersive ad experiences. These tools can significantly enhance user engagement and recall.
- Tip 3: Test different ad formats and placements
Experiment with various ad formats and placements to see what works best for your audience. Testing allows you to optimise your campaigns for better performance.
- Tip 4: Monitor performance and adjust in real-time
Keep a close eye on your ad performance through Snapchat Ads Manager. Use the insights to make real-time adjustments to your targeting, ad creative, and budget allocation.
- Tip 5: Leverage insights and analytics for optimisation
Use the data provided by Snapchat to understand what is working and what isn’t. This will help you refine your strategy and improve your future campaigns.
Ready to take your paid social media advertising to the next level?
Snapchat advertising offers a unique and powerful way to connect with a young, engaged audience. By understanding and leveraging its unique targeting features, creating compelling ad content, and continuously optimising your campaigns, you can achieve impressive results.
Ready to take your paid social media advertising to the next level? Get in touch with us to start exploring the world of Snapchat ads today and see the difference it can make for your business.