Snapchat is a relatively unique platform for advertisers because, unlike others, it continuously captures the attention of younger generations.
Since its inception in 2011, Snapchat has not only grasped the millennial audience in their younger years but also, more recently, attracted Generation Z (Gen Z). As the millennials began to cycle out of utilizing the platform, Gen Z claimed it for themselves.
According to Snapchat, the platform currently reaches 90% of 13- to 24-year-olds in the United States. If you are in the market to capture Gen Z eyeballs, Snapchat should definitely be part of your media plan.
3 Do’s for Snapchat Advertising
As you develop your campaigns, though, make sure to do these three things.
1. Do Design Creative Based on Objective
When designing creative for the Snapchat interface make sure to design it with your specific goal in mind. Your ad assets should pull a user in and make them want to see more.
For example, adding additional imagery that guides the user to the swipe up feature at the bottom of your snap encourages snapchatters to head to your web page, app download, or lead generation form to take the next step.
Snapchat even has unique features such as filters and augmented reality experiences that allow users to interact directly with your product. Your ultimate goal is to incentivize your users to take action through your creative design.
2. Do Optimize for Mobile Consumption
It is extremely important to ensure that your creative is best optimized for the vertical format of Snapchat ads. You should also be able to tell your story in six seconds or less to grasp the attention of the user early on.
With so many products cluttering the digital space, your ad needs to stand out from the rest. For Snapchat, the traditional narrative that is told in other ad formats is replaced by getting straight to the point. You can accomplish this by placing your brand messaging as soon as the first two seconds of your ad.
3. Do Style as Authentic Native Content
The advertising world is changing and audiences are demanding more authenticity and truth from the brands they love most. Snapchat has the advantage of delivering brands with a platform designed to attract consumers based on authentic advertisements.
Create videos that have a homemade feel to entice a user to learn more. Using real people to connect with potential customers creates that native feel that increases trust and develops a stronger sense of relationship between brand and consumer.
3 Don’ts For Snapchat Advertising
But there are also some things not to do when it comes to Snapchat advertising.
1. Don’t Get too Crazy with Creative
Be colorful and engaging, but don’t overdo it. You want your audience to be enticed but not distracted. It is important to understand your audience and their behaviors. Analyze your results to learn how to cater your ad formats to what performs best for your brand.
2. Don’t Overextend Your Primary Messaging
Since the Snapchat interface is built around short, bite-sized video clips, you will need to get directly to the point. Ideally, reveal your selling point within the first two seconds of the ad. Lengthy, drawn-out content is not suitable for the Snapchat interface.
3. Don’t Stick too Closely to Traditional Advertising
While traditional advertising principles are still important, they should not be the overarching guide for your Snap ads. The Snapchat audience is looking for refreshing content with a homemade feel. Don’t be afraid to get creative with Snapchat. There is little need to create cinematic ad content for this interface.
All in all, Snapchat has become a wave of the future for brands and advertisers. Both its ability to capture Gen-Z, and the uniqueness of the platform enable brands to utilize Snapchat to showcase their message in a new light.