Methods to Grow Brand Awareness upon Snapchat, According to Snapchat’s Product Marketing Manager
Snapchat has certainly become a powerful advertising device for marketers aiming to reach millennials and Gen Z — and for good reason.
For one, Snapchat reaches 75% of millennials and Gen Z ..
Additionally , Snapchatters are highly engaged on the platform. Actually most users open the app 30 times per day.
All of which is to say: In case you are looking to reach millennials or Gen Z’ers and you’re not using Snapchat for Business, you could be missing out.
But that may sound easier said than done. How can you truly leverage the platform — generally used to send funny photos and videos to friends — to grow brand awareness and effect your company’s bottom line?
Thankfully, there are plenty of ways to grow brand awareness and drive sales on Snapchat — with the aid of engaging ad formats, complex targeting, and plenty of entry to creative tools and assets.
Here, I sat lower with Evan Orenstein, Group Product Marketing Manager on Snapchat, to explore how you can broaden your business’ reach on a single of the world’s most popular social platforms.
Let’s dive within.
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(Note: The italicized questions are usually mine. The rest of the text can be Evan’s direct quotes. )
1 . How have you seen brands evolve over the years with how they use Snapchat? Do you think Snapchat serves a different purpose intended for businesses now than this did 2-3 years ago?
It’s truly been amazing to watch the advancement of advertisers on Snapchat. When I initially came to Snap our business was entirely bought through insertion purchase and our ad products were mostly one day takeover type experiences designed for the Fortune 500.
As the business grew, it became clear that we can drive achievement for businesses of all dimensions. For example , products like Dynamic Ads allow ecommerce companies of all sizes to influence their existing product catalogues to build ads and instantly show the right product to the right Snapchatter at the correct time.
Even Lenses AR Experiences, which were originally only available as a one day takeover using a high price tag, are now supported in our auction, with many concentrating on and optimization capabilities, just for as little as $5 a day.
Outside of our advertising solutions, we have been working on products and services like Brand name Profilesto give brands a permanent home on Snapchat, SnapKit, which gives developers access to Snapchats best features, and the Yellow-colored Accelerator program which facilitates entrepreneurs.
second . If a company is seeking to grow brand awareness through Snapchat, what are 2-3 methods you’d suggest they try out? (Those methods could be Snapchat features, tools, third-party extensions, or types of content itself)
If brand name awareness is the goal, I believe it’s important to really take advantage of every our ad formats to ensure your brand is present in every areas of Snapchat to maximize reach. That means advertising across One Image or Video Ads, Story Ads, Lenses AR experiences and Filters.
Furthermore, focus on broad audiences that will align with your product simply by testing our first party targeting segments called Snapchat Lifestyle Categories.
From a creative perspective, make sure your ads are eye catching and get your brand’s key message or even offer across in the very first 2-3 seconds, and ensure that you include your brand logo earlier in your ad.
If you don’t have creative readily available, you can try out Click Publisher, our easy-to-use video clip and image ad creation tool, or Lens Internet Builder, the easiest way to create appealing AR ads right inside your browser. Both of these tools are usually super easy to use and accessible within Ads Manager.
3. Do you have an example of one brand that really suprises you you with how they make use of Snapchat for brand understanding?
There are numerous brands that impress me personally by how they use Snapchat to market their business.
Generally, the brands that impress me most tend to have a couple of things in common — 1st, they leverage creative which is designed for our unique Snapchatter community. They also use several of our immersive ad types because our ad products work better together.
A specific brand that impressed me was Truff, a luxury hot spices brand. They used Click Publisher to develop creative that showcased their product being used in everyday situations and leveraged video ads and Tale Ads to reach new customers on Snapchat.
To find out other success stories, I highly recommend checking out the Inspiration portion of the Snapchat For Company site. There are so many great samples of brands that leverage the particular versatility of our ads platform to drive mass reach amongst our diverse audience, while also driving efficiency that will contributes to their bottom line.
4. What do you think is unique to Snapchat’s platform for growing brand awareness, that a business might not find with other social platforms?
There are a number associated with reasons why Snapchat’s ads platform is perfect for growing brand awareness, but if I had to choose a single I’d have to say our Snapchatter community.
On any given 7 days, many Snapchatters can be found exclusively on our platform, as opposed to competitors.
For example , per App Annie’s analysis commissioned by Snap Inc. for figures calculated for Q1 2020, 43% of Snapchatters 16 plus older in the U. S. aren’t on Instagram on a weekly basis, and 86% aren’t on Twitter.
Everyday exclusive reach is based on the daily overlap of energetic users on Snapchat and competitor apps. App Annie weights iOS and Google android data in their sample in order to reflect the general population of the market.
If you want to achieve millennials and Gen Unces where they are everyday, you have to be on Snapchat.
This is proof that if Snapchat is not portion of your media mix, you happen to be missing out on reaching all of the audience. Snapchat captures a significant audience that is hard to achieve on other platforms — in fact , they are unduplicated and incremental to your efforts.
May recipe for success when you mix our engaged and unique audience with an expansive set of immersive ad formats that were made for mobile. Whether brands want to use their current assets or build their very own from scratch, we offer a ton of versatility within our tools to allow a brand’s creativity completely come to life.
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