Snap is revolutionizing the way generations think about social media. Two blog posts ago we explained the accepting nature of Facebook users to advertisements and showed results from Facebook’s full-screen Canvas Ad product. Snapchat personalizes and overcomes a user’s screen in a way that no other social media does. Read on as we explain Snap’s ad products and your options for advertising on Snapchat.
Currently, there are three ways to advertise with Snapchat:
1. Snap Ads through ad manager and mobile dashboard through a Snapchat representative (and soon-to-be self-service platform)
2. On-Demand Geofilters through a self-service platform
3. Using Snapchat Partners
Out of the three ways to advertise, you can choose between three full-screen products:
1. Snap Ads with Article, App Install, Long-form Video or Webview
2. Sponsored Geofilters
3. Sponsored Lenses
Product One: Snap Ads with Article, App Install, Long-form Video or Webview
Snap Ads can be up-to 10-second long videos that play between users’ stories or in the Discovery feed. Users can swipe up to view an article, install an app, view a website or watch a long-form video.
Soon, advertisers will be able to purchase Snap Ads via the self-serve platform. This is a major development for advertisers who, until this point, had to buy most products through a Snapchat representative and spend a significant sum of a budget doing so. At first, advertisers reported a minimum of $250,000 advertising spend. Last year, Snap made it a bit easier by lowering its entry-level advertising price to a minimum spend of $40,000. With the new self-service platform, any advertiser will be able to place ads with enhanced targeting at any price point.
Snap’s new Ad Manager allows the advertiser to build an audience, manage creative, launch and optimize campaigns, and monitor results for Snap ads. The new platform has a mobile dashboard. Different capabilities come with placement on the local and national level. For example, if you place your Snap Ad to run nationally, you can have users swipe up to use your geofilter or lens.
While Snap develops these new tools, users are noticing the increase in advertising.
Snap products are measured on different metrics than traditional ads like “views” and “swipe-ups.” As eMarketer’s survey shows, 51% of U.S. Snapchat users never engage with sponsored geofilters or lenses on the platform – a substantial number, but smaller than the proportion for other ad interactions. Less users swipe up on ads or watch video ads.
With this information in mind, CJRW developed a Snap ad with long-form video campaign for the Arkansas Scholarship Lottery “Multiplier” campaign.
Filmed selfie-style, the six-second video encouraged users to swipe up to a video promoting the fun and excitement of winning the Lottery. The ads reached 108,285 uniques and garnered 147,730 impressions.
976 individuals “swiped up” to watch more content.
21% viewed through 25% of the video.
Average view time for the long-form video was 3.99 seconds.
Product Two: Geofilters
Geofilters are an interactive way for businesses to draw users into their brand experience. Snapchat has an active, not passive, user base. By developing a creative and engaging filter, a brand essentially makes a digital photo booth that users take around with them in their pockets.
Snapchat has one free option: Community Geofilters. As Snapchat describes, “artists and designers are encouraged to create and submit a free Community Geofilter for their city, university, a local landmark or another public location. If your geofilter is approved by the Snapchat team, Snapchatters nearby will be able to use it to say where they are!”
In 2014 and 2015, together with the Arkansas Department of Parks and Tourism, CJRW identified and created a series of Community Geofilters that are still active around Arkansas. (Unfortunately, Snap does not provide reporting for Community Geofilters.)
Geofilters that meets certain time and geographic qualifications can be purchased through Snapchat’s self-serve platform by individuals or businesses and are known as On-Demand Geofilters. On-demand geofilters are great for events of any kind and are reasonably priced. On-demand geofilters allow users to create and manage geofilters for one or more locations. The advertiser can upload a list of locations (a feature very helpful for chains) or draw a geofence around an area.
In 2015, CJRW developed a series of on-demand geofilters for Oaklawn Racing and Gaming’s Racing Festival of the South and Arkansas Derby weekend. The results were impressive. The Arkansas Derby filter was used 1,117 times and viewed 69,347 times for a total cost of $1,007.52.
If a brand needs to cover a larger amount of space, say an entire state or the nation, brands purchase filters through a Snapchat representative starting at $40,000 committed annual budget (including the purchase of multiple other ad products); however, soon this will no longer be necessary when the self-service platform rolls out.
In the last few months, CJRW has worked with Snapchat to place a series of Arkansas-wide geofilters to promote high jackpots and new ticket launches for the Arkansas Scholarship Lottery.
To promote the high jackpot Powerball, CJRW created two statewide geofilters that collectively received 241,488 swipes, 16,763 uses and 293,970 views. Total invested was $4,800.
To promote the Natural State Jackpot, CJRW created two statewide geofilters that collectively received 307,909 swipes, 15,059 uses and 286,033 views. Total invested was $4,800.
Product Three: Lenses
Snapchat Lenses let users add real-time special effects and sounds to their snaps. Brands like Skittles and, most famously, Gatorade, with Serena’s Super Bowl dunk, have reached considerable amounts of users. Currently, lenses can only be purchased on a nationwide level.
Social media users ebb and flow, mimicking the sea of its user base. Users flow to new social media, and over time, the age group inevitably matures. As social media companies monetize its product, users ebb to new emerging communities, escaping the commercialization of the last. While Snapchat is more impermeable to the intrusion of parents than, say, Facebook, it cannot escape offline chatter that normalizes it. It is no longer an app that 14-year-olds use and know how to use. A friend of mine stated, “I am on Snapchat to see what my kids are doing,” attesting to the new wave of older users.
From usage to investment to technology, different folks are capitalizing on Snapchat’s moment in the limelight in different ways. Snap is actively rolling out new products and streamlining the way it can accept advertising dollars from clients. In the meantime, it strives to preserve its user experience so that fans don’t drop off.
CJRW has had great results with Snapchat. From travel/tourism to retail clients, CJRW has seen success strategizing and developing creative concepts on Snapchat. Stay tuned for more updates from CJRW on Snapchat’s newest features and creative applications for clients.