Snapchat has undoubtedly become a powerful tool for marketers aiming to reach Millennials and Gen Z - and for good reason.
On the one hand, Snapchat hits the target 75% of millennials and Generation Z .
Additionally, Snapchatters are strongly engaged on the platform. In fact, most users open the app 30 times per day .
All of this to say: If you're looking to reach Millennials or Gen Z and aren't using Snapchat for Business, you might be missing out.
But that may sound easier said than done. How can you really take advantage of the platform - typically used to send funny photos and videos to friends - to increase brand awareness and impact your business bottom line?
Fortunately, there are plenty of ways to increase brand awareness and generate sales on Snapchat - with the help of engaging ad formats, from a complex targeting and abundant access to creative tools and resources.
Here, I spokeu with Evan Orenstein, Group Product Marketing Manager at Snapchat, to find out how you can extend your business reach on one of the world's most popular social platforms.
* to obtain credit from $ 150 from Snapchat & - Simply spend $ 50 in Snapchat's Ads Manager and receive $ 150 in ad credit to use for your next campaign!
(Note: the questions in italics are mine. The rest of the text is Evan ct's terrible in quotes.)
1. How did you seen brands evolve over the years with the way they use Snapchat? Do you think Snapchat has a different purpose for business today than it was 2-3 years ago?
It 's really amazing to watch the evolution of annonceurs on Snapchat. When I first came to Snap our business was bought entirely by insertion order and our ad products were mostly one-day takeover experiences designed for the Fortune 500.
As we go As the business grew, it became clear that we can drive success for businesses of all sizes. For example, products such as Dynamic Ads allow e-commerce businesses. of all sizes to leverage their existing product catalogs to create ads and automatically show the right product to the right Snapchatter at the right time.
Same Lenses AR Experiences , which were originally only available as a one-day takeoverat a premium price, are now supported in our auction, with extensive targeting and optimization features, for as little as $ 5 per day.
Beyond our solutions, we are working on products and services such as Brand Profiles to give brands a permanent place on Snapchat, SnapKit, which allows developers to access the best features of Snapchats, and the Yellow Accelerator program which supports entrepreneurs.
2. If a business is looking to increase brand awareness through Snapchat, what 2-3 methods would you suggest trying? (These methods can be Snapchat features, tools, third party extensions, or content types itself)
If brand awareness is the goal, I think that it is important forreally take advantage of all of our ad formats to make sure your brand is present in all areas of Snapchat to maximize reach. This means on single image or video ads, stories, AR lens experiences, and filters.
Also focus on a large audience that matches your product by testing our proprietary targeting segments called Snapchat Lifestyle Categories .
If you don't have a creative readily available, you can try Snap Publisher, our easy-to-use video and image ad builder, or Lens Web Builder, the easiest way. create compelling AR ads right in your browser. These two tools are very easy to use and available in Ads Manager.
3. Do you have an example of ae brand that really impresses you with the way they use Snapchat for brand awareness?
There are so many brands that impress me with the way 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 of all, they take advantage of the creation designed for our unique Snapchatter community. They also use many of our immersive ad formats because our ad products work best together.
One specific brand that impressed me was Truff , a luxury hot sauce brand. They used Snap Publisher to develop creatives that showcased their product used in everyday situations and leveraged video ads and Story Ads to reachnew potential customers on Snapchat.
To see more success stories, I suggest strongly recommend to consult the Inspiration Section of the Snapchat site For Business There are many examples of brands leveraging the versatility of our platform to increase the reach of our
4. What do you think is unique to the Snapchat platform to increase awareness ofthe brand, which a company might not see with other social platforms?
There are a number of reasons why Snapchat's platform is perfect for increasing brand awareness, but if I had to pick one I would have to say our Snapchatter community.
In any given week, many Snapchatters can be found exclusively on our platform, as opposed to competitors.
For example, by App Annie Analysis Commissioned by Snap Inc. for calculated numbers for Q1 2020, 43% of Snapchatters 16 and over in the US are not on Instagram on a weekly basis, and 86% are not on Twitter .
The Daily Exclusive Reach is based on the daily overlap of active users on Snapchat and competing apps. AppAnnie weights the iOS and Android data in their sample to reflect the general market population.
It's proof that if Snapchat isn't in your media mix, you are missing out on reaching your entire audience. Snapchat captures a large audience that is hard to reach on other platforms - in fact, they are not duplicated and contribute to your efforts.
It 's your recipe for success when you combine our engaged and unique audience with a vast set of immersive ad formats designed for mobility. Whether brands want to use their existing assets or build theirs from scratch, we offer a ton of flexibility within our tools to bring a brand's creativity to life.