Snapchat is lagging behind Instagram and Facebook when it comes to Stories and instant photo messaging, but it's still seen as a viable marketing tool for many.
In fact, the platform is still one of the most popular platforms for young people, so many businesses are still using the platform to advertise products and spread awareness about their brands.
But should your brand use Snapchat in 2019?
Good question, and we'll help you answer it in this article. Here, we'll run through various aspects of the Snapchat platform, including:
- The current Snapchat audience
- How your brand can use Snapchat
- The Snapchat ad platform
- And we'll round everything out with a conclusion
Sound good with you? Great—let's dive in!
Snapchat is most commonly used by young people
Snapchat is a shrinking platform—it lost 3 million users this year—but it's still going strong with 188 million daily active users. And with some needed momentum, there's a good chance that the platform will grow again in the coming months.
Shrinking or not though, Snapchat's active user count is meaningless if your company isn't targeting its biggest demographic: young people.
The platform is overwhelmingly dominated by young people. In fact, 78% of Americans aged 18-24 use Snapchat, and people 18-24 account for 45% of the total Snapchat user-base. Further, 71% of the network's entire user-base is under 31 years old.
Additionally, roughly 70% of Snapchat users are female, so many of the advertisers on the network are female-focused.
How do brands actually post to Snapchat?
Unless brands choose to buy ads, there is only one way to post to Snapchat: Stories.
Stories are simple: you start with a vertical image or photo, and then add filters, text, stickers, or other visual content in the editor. Your Story can contain whatever you like, and can showcase things like new products or sales.
After making a new Story, your audience can view it for 24-hours in the Stories tab of their Snapchat app. After that, your Story will disappear forever, so save it if you want to repost in the future.
There's no way to make a permanent post on Snapchat just yet, and the app has shown no signs of adding the feature.
It's ad platform is incredibly powerful
Instagram makes up for its lack of posting features with an abundance of ad features.
We're not lying when we say the app has some of the most unique and innovative ad features of all social networks.
With Snapchat, there are a few different types of Snapchat ads you should know about:
- Snapchat ads
- Sponsored filters
- Sponsored geo-filters
Sponsored ads are pretty basic. In short, these are video ads that play when Snapchat users are flipping through their friends Snapchat stories. An ad is displayed every few Stories, but users can skip them if they'd like, so make sure your ad is interesting!
The innovation comes in with sponsored filters and on-demand geofilters, though.
In short, sponsored filters are branded filters that can be overlayed on any Snapchat user's Snaps. This means that not only does the user making a snap see your ad, but also the people that recieve their snaps.
You can even make interactive sponsored filters, making it easier than ever to make your ads memorable. Some brands that have taken advantage of this include Budweiser, Beats, and Taco Bell—all brands that cater to younger audiences.
Sponsored Snapchat filters can be used nationwide or in specified geo-locations. Nationwide filters are more expensive, supposedly starting at a whopping $500,000 for a weekday ad.
Enter on-demand geofilters
Thankfully, there's a cheaper option: on-demand geofilters.
On-demand geofilters largely work the same as sponsored filters, but are targeted to a specific geolocation. These ads start at just $5, and increase in price as you choose a lager location radius.
This makes Snapchat ads accessible to small businesses and brands without a huge ad budget. Like sponsored filters, your on-demand geofilter will appear alongside other location and sponsored filters.
To make the most of your Snapchat ad budget, we recommend placing your sponsored ads in densely populated areas or near special events like music festivals or block parties.
These brands should use Snapchat
As you can see, there is a very specific use-case for marketing on Snapchat.
With the user demographic in mind, we recommend that companies catering to a primarily young, female audience use the network.
After all, Snapchat has some of the most powerful and unique ad options for reaching this audience, making it an interesting way to get your product in front of new people.
And it has proven results too. Fashion brand SHEIN found that Snapchat ads provided a 20% higher return-on-investment than expected. Further, it achieved a 30% lower cost per signup when compared to other social channels.
Armed with the information given to you in this article, make your own decision on whether or not marketing on Snapchat is worth it. And remember: there's nothing wrong with A/B testing on the network for a limited amount of time.
Now we want to hear from you. Does your brand use Snapchat to promote its products? Let us know in the comments!
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