Snapchat for Advertisers
Posted on Feb 9, 2017 by Charlotte Goodman
Alright, let’s save some time and snap to the facts. Snapchat reaches 41% of all 18-34 year olds in the United States. Over 150 million people use Snapchat every day, watching over 10 BILLION videos.
What does this tell us as advertisers?
That if you’re not using Snapchat to market your brand, especially one that is relevant to millennials, then you’re missing out on an enormous market and opportunity to connect with your targeted audience. While still lacking in sophistication in comparison to other publishers, Snapchat is coming out with advancements by the minute that make it easier to leverage.
Depending on your goals and resources, there are a variety of ways that you can convey your message using this platform. The three most advanced options are:
Mobile video ads which seamlessly integrate with the user's snaps and can lead to app install, website click or video view.
Sponsored Geofilters that become available to users when they are within your designated location(s). This allows brands to be present in places, or take part in events that are meaningful to their valued audiences. These sponsored Geo Filters typically reach 40% - 60% of daily snapchatters.
Sponsored Lenses offer a different take on brand activation, where you actually allow a user to interact with an animation that you’ve created. This helps the user to relate to your brand and gives them a truly one of a kind experience that they can share with their friends and family.
No matter which avenue you pursue, one thing holds true. Snapchat is an innovative and playful way to engage with your desired audience. But the benefits don’t end there. Because of its shareability, it organically creates an avenue to reaching new audiences.
Here at Blueprint, we decided to test out the the benefits of advertising on Snapchat for a non-profit that was running campaigns around the Women’s March. They wanted to increase brand awareness - making the Sponsored Geofilter a great choice. This was Blueprint’s first test on the platform, and ultimately we were satisfied with the results.
Our campaign was geo-targeted to the cities of Seattle and Spokane in Washington.
While we did not put a large amount of resources behind this campaign, overall we delivered 22,779 impressions with 511 uses - amounting to an impressive 2.24% engagement rate. Those 511 uses indicate that our filter was shared with at least double that number of people, if not more.
Our enthusiasm over the results we saw in this campaign, paired with the improvements in targeting ability and creative diversity make Snapchat a platform that we will continue to implement in future campaigns.
More examples can be found here.