Initially known for disappearing photo and video messages, Snapchat has become a powerful platform for B2C brands to connect with younger buyer personas. According to Buffer, 69% of American teens use Snapchat, and the platform has over 550 million monthly active users between the ages of 15 and 29. Brands use Snapchat for business to promote mobile-friendly fullscreen ads, host live-streamed events, and start contests. Although Instagram stories and TikTok videos have recently captured marketers’ attention, Snapchat was the original platform that made vertical video formats popular. So, let’s explore how you can use Snapchat for business to promote your products and services to your ideal customers.
Understanding Your Audience on Snapchat
Before we dive into best practices, it is crucial to understand how your target audience behaves on the platform. Snapchat predominantly appeals to a younger demographic. It gained popularity for its temporary photos, videos, and messages that disappeared after an allotted time. Snapchat has expanded its features to include ads, lenses, bitmoji, and more to offer businesses various ways to connect with their audience. Users connect to brands and content creators through the “Discover” icon on the home screen. The platform also has a significant international user base, so it’s not limited to a single geographical location. If your target demographic includes Gen Z and Millennials, Snapchat is a prime channel for your business to reach them worldwide.
Snapchat Best Practices for Brands
Snapchat was designed to be authentic, casual, and engaging for friends. Brands can cater to the original roots of the platform by creating engaging stories, leveraging lenses and filters, and utilizing Snapchat ads.
Create Engaging Stories
Snapchat is built around the concept of storytelling. Through your stories and ads, you can tell a compelling narrative about your brand, products, or services, helping users connect with your business on a deeper level. Engage with your audience by asking questions or conducting polls within your stories. This interaction builds a sense of community and keeps users coming back for more.
Focus on creating engaging stories that resonate with your audience. These stories can offer a behind-the-scenes look at your business, showcase products, or highlight user-generated content. For example, if you run a clothing brand, you can create a story featuring your design process, from sketching to the final product.
Leverage AR Lenses & Filters
Snapchat’s AR feature uses lenses and filters to provide creative opportunities for your brand to stand out. These interactive elements capture users’ attention and create memorable experiences. Create branded AR lenses or filters that users can apply to their photos and videos, allowing users to engage with your brand in a fun and interactive way. These filters and lenses provide entertainment and serve as a subtle form of advertising as users share their augmented content with friends.
Utilize Snapchat Ads
Snapchat offers several advertising options, each with its own unique benefits. One of the most significant advantages of using Snapchat ads is the ability to target your audience precisely. Snapchat for business offers many targeting options, including demographics, interests, behaviors, and specific device types. Use these targeting tools to ensure your ads reach the right people at the right time. For instance, if you’re promoting a new line of athletic shoes, you can target users interested in fitness and sports-related content to ensure they see your ads.
Types of Snapchat Ads
The robust targeting options on Snapchat allow you to get your message in front of the right audience. This results in higher conversion rates and a better return on investment. Snapchat currently offers these ad formats for brands:
- Single-image or video ads
- Story ads
- Collection ads
- Dynamic ads:
- Filters ads
- AR lens
Benefits of Snapchat Ads
High Engagement Rates
Snapchat users are known for their active engagement with the platform. They regularly check their stories and interact with the content they see. This high engagement level translates into better visibility and interaction with your ads.
Analytics and Insights
Snapchat provides detailed analytics and insights into your ad campaigns. You can track metrics such as impressions, click-through rates, and conversions, allowing you to refine your strategy for better results.
Using Snapchat for business allows brands to connect with a younger and highly engaged audience. By following the best practices of creating engaging stories, leveraging AR features, and utilizing Snapchat ads, you can tap into the platform’s benefits to boost your brand’s visibility and drive results. With its creative possibilities and precise targeting, Snapchat can be a valuable addition to your marketing strategy. So, take advantage of the opportunity to tell your brand’s story on this unique platform.