How Brands Can Effectively Leverage Snapchat for Marketing
Snapchat has become one of the most popular social media platforms among teenagers and young adults. The app’s fun features like filters, lenses, and stories allow users to express themselves creatively. For brands looking to reach younger demographics, Snapchat offers a unique marketing opportunity. With over 300 million daily active users, Snapchat’s audience is highly engaged. By utilizing various ad formats and partnerships, brands can effectively promote products and services on Snapchat. This article will explore creative strategies for Snapchat marketing targeted towards younger audiences.
The Power of Snapchat Stories
Snapchat introduced stories allowing users to post photos and videos that disappear after 24 hours. Stories have become a hugely popular feature, with over 10 billion views per day. For brands, sponsoring a Snapchat story or creating a custom story represents a creative way to reach large audiences. Geofilters and augmented reality lenses can be used within stories to engage viewers. Brands like Taco Bell have seen great success sponsoring their own story. A study by consultancy firm Delmondo found Snapchat stories generate 9x more focus time compared to feed-based platforms.
Leveraging Snap Ads Between Stories
Snap Ads appear between stories and can help brands achieve awareness and interest objectives. These vertical video ads last up to 10 seconds and can be skipped after 6 seconds. Snap Ads are auction-based and optimized for completion rate. Brands can target audiences by demographics, behaviors, and interests. Given the fleeting nature of Snapchat, ads must be eye-catching and concise. Brands like BMW have found success showcasing their latest car models through short but captivating Snap Ads. On average, Snap Ads have over a 50% completion rate.
Partnering with Snapchat Influencers
Influencer marketing has become hugely impactful among younger demographics. Snapchat is home to many popular influencers across various niches like beauty, fashion, and entertainment. Brands can leverage these influencers to raise awareness and drive sales through sponsored posts. A sponsored Snapchat lens, geofilter, or story shoutout can deliver great ROI. The ephemeral nature of Snapchat gives influencer content a sense of exclusivity. Partnerships should focus on influencers that genuinely align with the brand. Makeup company ColourPop saw a 1000% increase in Snapchat followers after an influencer collaboration.
Utilizing Shoppable Lenses
Snapchat’s shoppable augmented reality lenses allow users to browse products and complete purchases directly within Snapchat. Users can view the product on themselves virtually and share the experience with friends. Brands across beauty, apparel, jewelry, and more have adopted shoppable lenses. When a user engages with a shoppable lens, Snapchat charges the brand. This creates a unique “try-before-you-buy” experience that resonates with younger consumers. Average lens engagement time is 60 seconds. Cosmetics brand MAC saw a 27% lift in purchase intent after a shoppable lens campaign.
Creating Custom Geofilters
Sponsored custom geofilters appear when users post from certain locations, allowing brands to increase awareness tied to specific places. Custom geofilters work well for brick-and-mortar businesses or brands promoting events/activations. Users often share branded geofilters on their stories, amplifying the marketing effect. Filters can be targeted by location, dates, device type, and various contexts. Food and beverage brands like McDonald’s and Starbucks have successfully used geofilters to drive visits to nearby restaurants. On-demand geofilters that activate when users spend time near a business are also an option.
Leveraging Augmented Reality Try-On
Through augmented reality try-on lenses, Snapchat users can virtually try on makeup products, jewelry, glasses, fashion items, and more before buying. Brands create 3D renderings of their products, allowing for an immersive try-on experience. Users can take Snaps showcasing the products and share with friends, driving further interest. Augmented reality try-on provides fans with access to products they may not be able to easily sample in stores. Partnerships with e-commerce platforms like Farfetch and Prada enable checkout through Snapchat. The technology functions best for items with accurate sizing. Beauty brands have seen Snapchat try-on deliver 4X higher intent to purchase.
Building AR Experiences to Engage Fans
Augmented reality experiences like games, quizzes, and product tours allow fans to engage with brands through interactive lenses. The World Lenses format tracks surfaces, motion, and facial expressions, creating an immersive experience. For example, a brand could allow fans to play an augmented reality game to unlock exclusives. Filters that turn users into branded characters or mascots also enable fun engagement on Snapchat. To drive visits to physical stores, AR experiences can provide navigation, coupons, or reveal hidden features when users point devices at specific locations. The technology requires significant investment but generates lasting advocacy and awareness.
Leveraging Snap Pixel for Measurement
Understanding campaign effectiveness is crucial for Snapchat marketing. Snap Pixel allows brands to measure and optimize ads by tracking conversions online or in-app. Much like Facebook’s pixel, it collects activity data that informs targeting and insights. With Snap Pixel, advertisers can determine ROI on objectives like sales, app installs, subscriptions, and more. The pixel can also build Snapchat Lookalike Audiences based on other online/offline data to find new potential customers. Mobile game PUBG Mobile used the Snap Pixel to decrease cost per install by 33%. As the pixel collects more data, it can optimize ads and targeting for more efficient spend.
Promoting Snappable Product Unboxing
The unboxing trend remains immensely popular, especially with Gen Z consumers. Brands can create Snaps and stories that take fans along for the journey as a new product gets unboxed. The sense of anticipation and surprise resonates perfectly with Snapchat’s engaging, in-the-moment ethos. To hero specific features or designs, the unboxing content can utilize creative camera techniques, configurations, and close-ups. Sharing limited edition finds helps fuel excitement and exclusivity. Studies show unboxing builds trust, simulates ownership, and drives intent to purchase. Brands should ensure the unboxing captures the essence of the product and leaves viewers fascinated.
Encouraging User-Generated Content
User-generated content on Snapchat offers authentic peer endorsements of brand products/services. Brands can repost user Snaps as stories which appear similar to organic content. Geofilters, lenses, and hashtag challenges encourage fans to create UGC. For example, a campaign could invite users to showcase their skincare routines using an AR beauty lens. Branded content posted voluntarily feels more genuine versus required influencer sponsorships. Contests that reward top UGC creators can further increase participation. UGC ultimately boosts credibility and gives potential customers real-life perspectives. Brands should curate UGC based on quality and audience relevance.
Promoting App Installs with Snapchat Ads
Snapchat ads make it easy for brands to drive mobile app installs among younger users. App install campaigns feature a “Get” button that forwards users to the App or Play Store to download. Snapchat provides robust tracking to optimize cost per install. Advertisers can target lookalike audiences based on existing user profiles. Dynamic Creative helps test variations of cover images and descriptions to determine which perform best. Install ads also support video, allowing brands to convey the app experience. Retention campaigns help keep users engaged after installing. Fitness apps, social networking platforms and games have successfully grown users through Snapchat install ads.
Partnering with Campus Ambassadors
Identifying and partnering with Snapchat power users on college campuses offers brands an effective student marketing strategy. Campus ambassadors can organically integrate branded lenses, filters and stickers into their Snapchat content among classmates. Small incentives like gift cards, swag or early access to new products keep ambassadors motivated. To source student ambassadors, brands can connect with campus organizations/clubs. Campus influencers build anticipation and advocacy for brands through creative grassroots engagement. Ambassadors should receive coaching on how to best represent the brand online. Approaching student marketing authentically and avoiding overly promotional content is key.
Leveraging Sponsored Lenses
Sponsored lenses allow brands to create unique augmented reality experiences and filters that Snapchat users can access for a limited time. Lenses that go viral can gain huge impressions. Sponsored lenses appear in the Snapchat carousel and app toolbar. Gamified branded lenses that allow users to unlock new features based on usage time work well to drive engagement. Brands can also create lenses tied to specific events, movie releases, product launches, etc. According to Snapchat, the average user plays with lenses for 20 seconds and 90% of daily users use lenses. Branded lenses boost brand awareness among Snapchat’s highly active user base.
Creating Shoppable Stickers
With Snapchat’s shoppable stickers, users can make purchases directly within Snapchat. Brands create custom stickers that showcase products, with a price tag and “shop now” button. When users tap the button, Snapchat’s checkout process opens. This provides an impulse-driven way to convert Snapchat users into customers. Shoppable stickers work for everything from fashion items to consumer packaged goods. Brands should create visually appealing stickers that make the product instantly recognizable. Offering limited edition sets of stickers or seasonal collections keeps the content fresh. According to Snapchat, shoppable stickers deliver 2X more focus time versus a standard Snap Ad.
Promoting Discounts with Snapcodes
Snapcodes are personalized QR codes that allow Snapchat users to quickly add friends or unlock branded content. Brands can create unique snapcodes that reveal special discounts when scanned. Often snapcodes redeem the discount directly within Snapchat. This builds excitement and an incentive for fans to engage with the brand on Snapchat in order to receive exclusive savings. Discounted snapcodes encourage users to screenshot or share them with friends to spread the offer. Brands from Pepsi to Starbucks have boosted visits and sales through discounted custom snapcodes targeted to college campuses. The codes can drive both online and in-store redemptions.
Leveraging Snap Map Ads
Snap Map displays user stories based on geographic location, allowing friends to see Snaps from around the world. Brands can now leverage Snap Map Sponsored Local Stories to promote products, experiences and events tied to specific locations. When users view the Snap Map in areas where brands are running Local Stories, they’ll see highlighted brand content. This helps drive brand awareness and exposure to promote nearby brick-and-mortar stores, restaurants or pop-up experiences. Brands should ensure the Local Stories showcase content relevant to the target geography. Ad pricing is based on location traffic and audience.
Promoting App Engagement via Snap Minis
Snap Minis are lightweight HTML5 web applications that live within the Snapchat app. Brands can build mini programs as an engaging way to interact with Snapchat users. For example, a brand could create a “shop the look” mini allowing users to browse products from Snapchat content. Other mini app concepts include mini games, product try-on, quizzes, and more. Minis provide a frictionless branded experience without sending users outside the Snapchat app. Brands looking to drive app engagement, collect user data, and interact via games or content can find value in developing Snap Minis.
Summary
With Snapchat’s popularity among teens and young adults, the platform offers immense marketing potential for brands targeting younger demographics. Creative ad formats like sponsored lenses, geofilters, stories and Snap Ads allow brands to generate awareness through immersive, engaging content. Partnerships with influencers, campus ambassadors and UGC campaigns can further extend reach. Augmented reality try-on experiences provide innovative ways for brands across fashion, beauty, and more to showcase products through an interactive digital experience. Powerful analytics through Snap Pixel also give brands the ability to optimize campaigns based on real business value. Ultimately, marketing on Snapchat requires conveying creativity, exclusivity and fun that aligns with the app’s experiential ethos.
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