Social media apps like Snapchat, Instagram, and Tiktok have taken off over the last decade, with hundreds of millions of users throughout the world. The rise in popularity makes advertising on them even more important to retailers. If you’re thinking about using Snapchat ads to help boost your online store’s sales, we have some tips for you.
Types of Snapchat Ads
First things first, after determining that Snapchat is a good fit for your business, it’s important to understand the different types of ads available on the app. Here are some details about them:
Snap ads are the basic ad type available on Snapchat. You can present photos, gifs, or videos to your viewers. Ads pop up in between other Snapchat content, like stories for example. Snap Ads prompt users to click through to a website or app installation page. Video content on these types of ads can run for up to three minutes, so you have plenty of time to showcase your brand and products.
Story Ads appear on Snapchat’s Discover page, where users can explore different long-form videos and search for new content. Story Ads (which are essentially a collection of 3-20 Snap Ads) are longer in form than other ad types, plus users have to click to interact with the ad. Videos are presented with a cover photo and headline that you can use to attract attention.
Product Ads, sometimes called shoppable ads, display a number of your products to viewers. With product ads, you’ll include a branded main image that displays in full screen, below that will be several smaller product images. Viewers can simply click the products they’re interested in and be taken to your website where they complete their purchase.
Commercial Ads are targeted at driving brand awareness. They’re non-skippable for six seconds, giving brands a chance to pique the interest of those who are scrolling through the application.
When it comes to utilizing lenses for advertising, it’s helpful to remember that Snapchat offers two types: face and world lenses. Face lenses interact with the users’ faces, showing up as a mask or other facial alteration. World lenses are a little different; they manipulate the space around you. It can be as simple as including a product in front of your audience – similar to AR– or as complex as creating an intricate background.
Filters are designed to go over users’ images or videos. They display graphics, text, or a combination of both. Filters can be used to target specific audiences, denote holidays or other important events, or just add a little bit of spice to an image. Filters are also available based on geolocation, where only users in a certain area have access to them. This promotes a sense of exclusivity.
Tips for Making Your Snapchat Ads Effective
There are many ways to improve the effectiveness of your Snapchat ads. Exploring different ad types and figuring out what works best for your business may be trial and error, but keep these tips in mind and take the guesswork out of Snapchat ads:
Set Clear Goals
When starting to advertise on a new platform you must have clear business goals set. Without defined goals, you have no real way of knowing whether or not your advertisements are working. We recommend using the SMART method for goal setting, in which your goals are Specific, Measurable, Attainable, Relevant, and Time-Related. Early Snapchat goals you can set include drawing more business to your website, reconnecting with your customers, or increasing profile views.
Understand Your Audience
Before advertising on Snapchat, you must know your audience. You should have a good idea of who your brand appeals to. Snapchat is typically used by younger audiences under 25, so if your target is in the 18 to 25-year-old range, you’ll likely have more success advertising on the app. Older audiences may lean more towards other social media applications, like Facebook.
Test Your Ads
It’s important to avoid complacency when putting out ads on popular social media sites. Once you’ve seen that your ad is successful, it’s easy to call things good and move on to your next business objective. However, this can result in lost sales. Your ad may be doing well on the app, but there’s always a chance to improve. Most online retailers utilize A/B testing to see what works best. Also, pay attention and collect information on your audience’s behaviors. For example, your audience may be on Snapchat during a certain time of day, so advertising within that window is even more important.
Re-evaluate and Optimize
Your goals may change and evolve over the life of your business, so it’s you must consistently re-evaluate and optimize your ads to fit those goals. Snapchat’s analytics help advertisers determine what’s working well and what aspects of their ads need improvement.
Learn from Others
No matter what platform you advertise on, you’ll always have to deal with competition. However, you can use this to your advantage. Whether you need additional content ideas, a new creative vision, or just want to see how well others are advertising on Snapchat, studying the competition is smart and can keep you one step ahead.
Final Thoughts about Snapchat Ads
Social media isn’t going away anytime soon. Why not take advantage of it to reach more customers? Snapchat Ads have great potential to do just that. With the tips we’ve provided, you can easily put Snapchat to work for your ecommerce business.