Written by Paloma Murphy, Junior Designer at Hunterlodge.
Of all the technological advances that Silicon Valley has given us in the last few years, nothing comes close to Snapchat: the app that gives you the power make yourself look like a dog, then share it with all your mates at minimal effort. What a time to be socially active. If you’re not already enticed by this revolutionary app, you better start clearing some phone storage and set aside some budget for what’s quickly becoming a marketing gem.
Back to the basics; Snapchat is a social networking and messenger app that’s currently seeing more than 2.5 billion ‘snaps’ shared every day. One of the most unique things about Snapchat is that the content sent (mostly photos and videos) expires after a few seconds of viewing. Unlike other social networks which keep your content online unless you decide to delete it, Snapchat’s disappearing content makes being online feel a little more grounded and personal as it’s all about living in the moment.
With more users than Twitter there’s no wonder Snapchat Ads are viewed up to a million times per day. And with the long-awaited Snap Pixel, the information we’ve got to work with is improving too. Snap Pixel allows media nerds to track the specific actions people take after seeing an ad – making it a dream for marketers that want to connect the dots between ads served within the app and website traffic. These are the first steps in building an ad-tech stack with measurement, analytic and tracking tools to compete alongside heavyweights in digital advertising. However, unlike Facebook and Google, Snapchat’s pixels are only being used for measurement initially. By the end of the year, the tags will include ad targeting that will allow brands to hone in on specific audiences and groups of people who have visited their websites.
Now we’ve covered what and how, it’s time for who. Young people, particularly 13 – 35 year olds, fuel Snapchat. According to a study by Sumpto, 45% of college students would open a snap from a brand they didn’t know, while 73% of students would open a snap from a brand they know. Always keeping your target audience in mind, Snapchat can be a goldmine when a campaign is executed well. Take Gatorade’s Super Bowl Snapchat filter for example. It was well timed, creative and didn’t have a logo taking up a fourth of the screen. It gained over 160 million impressions with sponsored lenses costing up to $750,000 during peak days such as the Super Bowl.
Now it’s time for my favourite bit – getting creative while encouraging audiences to engage and share your ad. There are a few ways to do this but the two favourites are geo-filter and the classic snap ad.
Snapchat geofilters are filters that can be put over people’s snaps and can only be accessed in certain locations. They add a unique touch that people love. Geofilters need to be exiting and stand out from the others. The geofilter should add something exclusive to the user’s image, not take away from it – so avoid using artwork that covers up too much of the screen, or overtly selling your product. Brands can design and purchase custom On-Demand Geofilters to help promote events and generate user engagement. Paid Geofilters are available and pricing is based on the square footage of the area you’d like it to apply to and for how long.
Our LSBU sponsored Pride filter delivered over 15,000 impressions and 3,414 uses of the filter on the day of the event – a use rate of 22.9%.
2. Snap Ads
Snap Ads are skippable 10 second videos that appear between Snapchat Stories. It also has a neat swipe up function that allows the audience to watch a longer video, install an app, or visit the company’s website. The first view seconds are crucial, as most people will skip after realising its an ad. For this reason, Snap Ads need to be very to the point while sticking within Snapchat’s messaging guidelines.
Our Cats Protection Rehoming Snap Ads delivered over 3.5m impressions, with almost 20,000 (19,736) swipe ups to the Cats Protection landing page within 2 weeks.