The right way to Develop Model Consciousness on Snapchat, In keeping with Snapchat’s Product Advertising and marketing Supervisor
Snapchat has without a doubt become a powerful promotional tool for marketers looking to reach Millennials and Gen Z – and for good reason.
For one, Snapchat reaches 75% of Millennials and Gen Z.
In addition, Snapchatters are very involved on the platform. In fact, most of the users open the app 30 times a day.
All of this means if you want to reach out to Millennials or Gen Z’ers and don’t use Snapchat for Business, you might be missing out.
But that may sound easier said than done. How can you really leverage the platform typically used to send funny photos and videos to friends to increase brand awareness and improve business bottom line?
Fortunately, there are many ways to build brand awareness and grow sales with Snapchat – with great ad formats, complex targeting, and ample access to creative tools and resources.
Here, I sat down with Evan Orenstein, Group Product Marketing Manager at Snapchat, to find out how you can expand your company’s reach on one of the world’s most popular social platforms.
Let’s dive in.
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(Note: I wrote the questions in italics. The rest of the text is Evans direct quotations.)
1. How have you seen brands perform over the years with the use of Snapchat? Do you think Snapchat serves a different purpose for businesses today than it did two or three years ago?
It was really amazing to watch the advertisers evolve on Snapchat. When I came to Snap, our business was purchased entirely through an ad order, and our ad products were mostly one-day takeover experiences designed for the Fortune 500.
As the business grew, it became clear that we can drive the success of companies of all sizes. For example, with products like Dynamic Ads, ecommerce businesses of all sizes can leverage their existing product catalogs to create ads and automatically display the right product to the right Snapchatter at the right time.
Even Lenses AR Experiences that were originally only available as a one-day takeover with a high price tag are now supported in our auction with lots of targeting and optimization features for just $ 5 per day.
Beyond our advertising solutions, we’re working on products and services like Brand Profilesto to give brands a permanent home on Snapchat, SnapKit, which gives developers access to the best features of Snapchats, and the Yellow Accelerator program, which supports entrepreneurs.
2. If a company is looking to increase brand awareness on Snapchat, what 2-3 methods would you suggest to test them out? (These methods could be Snapchat features, tools, third-party extensions, or types of content themselves.)
If brand awareness is the goal, I think it’s important to really take advantage of all of our ad formats to make sure your brand has a presence across all areas of Snapchat to maximize reach. This means promoting single image or video ads, story ads, AR experiences with lenses and filters.
Also, focus on a wide audience tailored to your product by checking out our first-party targeting segments called the Snapchat Lifestyle Categories.
From a creative standpoint, make sure your ads are eye-catching and convey your brand’s key message or offer in the first 2-3 seconds. Include your brand logo in your ad early on.
If you don’t have a creative available, you can try Snap Publisher, our easy-to-use video and image ad creation tool, or Lens Web Builder, the easiest way to create engaging AR ads right in your browser. Both tools are very easy to use and available in the Ad Manager.
3. Do you have an example of a brand that really impresses you with how they use Snapchat for brand awareness?
There are so many brands that impress me the way they use Snapchat to market their business.
In general, the brands that impress me the most have a few things in common: First, they leverage creative that is made for our unique Snapchatter community. You are also using more than one of our immersive ad formats as our ad products work better together.
One particular brand that impressed me was Truff, a luxury hot sauce brand. They used Snap Publisher to develop creatives who showed that their product was used in everyday situations, and used video and story ads to reach new prospects on Snapchat.
To see more success stories, I highly recommend checking out the Inspiration section on the Snapchat For Business website. There are so many great examples of brands using the versatility of our ad platform to increase the mass reach of our diverse audiences while increasing the efficiencies that contribute to their bottom line.
4. What do you think is unique to Snapchat’s platform for increasing brand awareness that a company may not see with other social platforms?
There are a number of reasons why Snapchat’s ad platform is perfect for building brand awareness. However, if I had to decide which one I would have to tell our Snapchatter community.
Every week, many Snapchatters can only be found on our platform, unlike our competitors.
For example, according to App Annie’s analysis, which was calculated by Snap Inc. on numbers for the first quarter of 2020, 43% of Snapchatters aged 16 and over in the US do not visit Instagram weekly and 86% are not on Twitter.
Daily exclusive reach is based on the daily overlap of active users with Snapchat and competitor apps. App Annie weights iOS and Android data in their sample to reflect the general market population.
If you want to reach Millennials and Gen Z where they are every day, you have to be on Snapchat.
This is proof that if Snapchat isn’t part of your media mix, you’re missing out on reaching your entire audience. Snapchat captures an important audience that is hard to reach on other platforms – in fact, they’re not duplicated and incremental to your efforts.
It’s a recipe for success when you combine our dedicated and unique audience with a rich set of impressive ad formats designed for cell phones. Whether brands are using their existing resources or want to create their own from scratch, we offer a lot of flexibility in our tools to bring a brand’s creativity to life.