Until very recently, the up-and-coming social media app Snapchat didn't really have a way for companies to create paid advertisements.
But now, they've introduced a robust self-serve ad platform, offering a ton of possibilities for smart marketers looking to reach millennials and Gen Z.
Snapchat ads are accessible at just about any budget range, making them just as useful for small businesses as they are for big corporations.
Using their platform, you can create three distinct types of ads:
Sponsored geofilters, sponsored lenses, and Snap Ads.
So far, lenses and geofilters have proven to be the most popular.
Snapchat's new ad platform is a great way to reach out to your audience if you're going for a relatively young demographic.
As one of the most widely used social media platforms right now, Snapchat is up there with Instagram among the must-have social media presences for brands.
In a recent post from AdEspresso, the author explains how each type of Snapchat ad works, and what you can use it for.
The 3 Types of Snapchat Ads
Snapchat currently offers three primary types of ads: Sponsored Lenses, Sponsored Geofilters, and Snap Ads.
[image source: AdEspresso]
If you’ve used Snapchat before, you’re probably familiar with Lenses and Geofilters since they’re the most popular types of Snapchat advertising.
Some companies have seen great success using them for advertising—most notably, Taco Bell, in a massive campaign for Cinco de Mayo that was viewed 224 million times.
[image source: AdEspresso]
The breakdown of what these different Snapchat ad types offer can get confusing, so here’s a quick guide to help you understand the formats and pricing for each ad.
Sponsored Geofilter
What is it: An illustrated overlay that captures where you are and what you’re up to. They can be added to privately-sent photos and videos or publicly-shared posts in Stories.
How do I buy it: Geofilters can be purchased directly from Snapchat’s sales team or through its advertising API.
What can be added to it: When you buy directly from a Snapchat sales team rep, you can add a Smart Geofilter to connect the ad to specific locations. When people use Snapchat within the geographical region that you’ve selected, the option to use your filter will appear when they take a photo or video.
Sponsored Lens
What is it: A filter that alters your face or surrounding in real time with animations.
How do I buy it: Lenses can be purchased directly from Snapchat’s sales team.
What can be added to it: Add World Lenses, which are filters that let users trigger and interact with 3D graphics.
Snap Ads
What is it: Vertical videos that run up to ten seconds and are shown with Snapchat’s original Shows, curated Our Stories, media companies’ Publisher Stories and between peoples’ publicly posted Stories.
[image source: AdEspresso]
How do I buy it: Snap Ads can be purchased from the Snapchat sales team, through its advertising API, and now, through Snapchat’s self-serve Ad Manager.
This is the new format that Snapchat is letting you start using as a small business.
What can be added to it: Snap Ads can include three types of attachments that are purchased through the Ad Manager.
- App Install: links user to app installation page on Apple or Google’s app store
- Long-form video: a video teaser that can be swiped up to view a longer version of the video
- Web view: opens to a mobile web page
The introduction of Snapchat’s self-serve Ad Manager is a huge deal because businesses can now buy Snap Ads at affordable prices directly from the Snapchat site.
Up until a few months ago, businesses could only purchase the three Snapchat ad types from Snapchat sales reps or through third-party software providers that work through Snapchat’s advertising API.
As a business, you couldn’t start using Snap Ads unless you were spending a minimum of $1000 per day.
Now, with Snapchat’s Ad Manager, you can pay per thousand impressions, or pay per goal—ad units you’ll be familiar with if you’ve run Facebook or Instagram Ads.
No more minimum spend—no more need for a line of credit.
Snapchat ads are open to the little guys.
You can read more about how to use Snapchat ads over at AdEspresso.
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