19 Creative Snapchat Campaigns from Brands to Inspire Your Snap Strategy

Last updated: April 18, 2017.

Snapchat is blowing up right now. Their recent IPO filing stated that they have over 160 million daily active users. And these users are HIGHLY engaged. Most users consume every post they see. Snap also announced that their average user spends 25-30 minutes on the app every day. And they command 41% of the coveted 18-34 age demographic. Humans only have enough time to dedicate to 5-7 apps a day, and Snapchat is quickly rising to the top. To stand out on Snap, you must be fun, creative, and engaging. To help get you started, here are 19 creative Snapchat campaigns from different brands to inspire your strategy! Want to get started with Snap Ads? Contact us today!

  1. Taco Bell – Cinco de Mayo

Taco Bell got a lot of press when they created a filter for Cinco de Mayo. Here’s what that looked like:

taco bell snapchat

The filter performed extremely well. It was viewed 224 Million times. That’s an absolutely incredible number. They paid an estimated $750,000 for 24 hours of that filter. That works out to be 0.3 cents per view. Not three cents. Three tenths of one cent! That’s insane. It paid off though. People thoroughly enjoyed playing with the filter and it surely helped increase Taco Bell’s sales.

  1. X-Men: Apocalypse – Movie Promotion

X-Men did a massive takeover on May 23, to help promote the release of the new X-Men: Apocalypse movie. They didn’t just create one sponsored filter, they created ALL of them. Every filter, for the entire day on Snapchat, was related to X-Men. Analytics haven’t been released yet, but if their numbers mirror those of Taco Bell, they would have received around 1.5 Billion views!

xmen

 

  1. Sphero from Star Wars – Toy Launch

Star Wars utilized influencers on Snapchat to promote their new toy, Sphero, during the holiday season. One of the influencers they worked with, Shaun McBride, gets 2 million Snapchat views every day. According to the Wall Street Journal, the toy sold out in a matter of hours and their campaign got 10 million views. Check out one of their stories here:

Working with influencers on Snapchat is a must. They know their followers best and can often help your brand create fun, engaging content that delivers results.

  1. Terminator: Genisys – Movie Promotion

To promote the release of the new Terminator movie last year, a custom filter was created. Users were able to overlay the filter onto themselves or their pets. Smartly, Arnold Schwarzenegger also promoted this on Facebook. His Facebook post about the custom Snapchat filter received 3,000 shares and 55,000 likes. Cross-promoting onto other platforms is a good way to increase your organic reach with not much extra effort.

terminator-snapchat

 

  1. The MTV VMAs – Behind the Scenes

During the 2015 VMAs, MTV did a Live Story on Snapchat. This allowed anyone in the area to post pictures and videos to that Live Story, for all to see. Celebrities and audience members shared hilarious behind-the-scenes footage onto the story. About 10 million people tuned in to watch the VMAs on TV, and about 12 million people viewed the story on Snapchat! And at a much cheaper production cost.

       6. Mondelez – A Candy Competition

Mondelez makes delectable candy bars. To increase brand awareness and sales, they created a competition on Snapchat. To enter the contest you had to snap a photo of their chocolate bar, modify it using Snapchat’s drawing tools, and send it to the TIMEOUTAU Snapchat account. The winner of the competition won $10,000! Mondelez also showcased some of the best creations on a website. Mondelez’s idea to create a microsite to enhance the competition was a great way to increase awareness and increase customer loyalty (and product sales).

mondelez

 

  1. GrubHub – Hiring

GrubHub is a cool online food ordering company. They used Snapchat to look for an intern with “Snapchat Skillz”. They used the image sequence below to recruit applicants to grow their company. Very creative!

grubhub snapchat hiring

 

  1. World Wildlife Fund – #LastSelfie

The World Wildlife Fund used a Snapchat campaign to raise awareness about different endangered species. They came up with the creative #LastSelfie hashtag campaign that also allowed them to promote the cause on other social platforms. Check out the video here:

  1. DJ Khaled – Snapchat All-Star

DJ Khaled is a Snapchat all-star. He’s not your typical brand, but he is increasing his celebrity presence on Snapchat, and brands can learn A TON from what he’s doing on the platform. His snaps are attracting 3-4 million viewers each. He has coined some fun mantras like “bless up” and “keys to wisdom”. His content is extremely shareable. Check out a compilation here:

  1. Burberry – Spring Sneak Peak

To create some extra hype for their Spring 2016 Fashion Show, Burberry revealed their newest line of clothes through a series of snaps. They also produced pictures and videos featuring their designers and models. They also live-snapped the actual show, piggybacking off the hype they previously created.

burberry snapchat

 

  1. Major League Soccer – Player Takeovers

MLS dedicated an entire week to Snapchat takeovers. A “takeover” is when someone else takes over and runs your Snapchat account. So each day, MLS handed over their account to a new soccer star. The stars promoted this on their own accounts leading up to their turn, and then created fun, engaging content on the MLS account on their day. Takeovers are a great way to build your Snapchat following.

  1. Target – Holiday Geofilters

Target has been using geofilters around different holiday events. They target these geofilters around their physical stores to help increase brand awareness and sales. This is an easy, fun campaign idea that any brand can use to succeed on Snapchat.

target-geofilters

 

    13. Chubbies Shorts – Behind the Scenes

Chubbies Shorts is one of the most engaging brands on Snapchat (and all of social media and email, really). They constantly make me laugh out loud. They have an ongoing Behind the Scenes type campaign going. They mix in giveaways, stop motion, jokes, pranks, and more. They show how to effectively make content fun and memorable on a consistent basis. Check them out!

IMG_4457IMG_4458

 

14. Rocky Horror Picture Show

Fox recently did a remake of the classic, “Rocky Horror Picture Show”. Fox partnered with Snapchat to create a trio of Snapcode activations that went live during the telecast. This is the first time anything like this has ever been done. The two companies partnered directly on this project. Fox ran Snap ads and a custom lens leading up to the telecast, and then offered more on the day of. Take a look below…

rocky-horror

15. Netflix and Gilmore Girls

Gilmore Girls is launching four new episodes exclusively on Netflix in a few weeks. To build awareness for the launch, Netflix printed actual cups and distributed a total of 10,000 cups to a group of 200 coffee shops around the country. Each cup had a snap code, and when scanned pulled up the image below. The logistics behind a campaign like this can be complicated, but there are great lessons to learn here. A campaign with a smaller budget can still produce similar results with targeted geofilters around brick and mortar locations.

netflix-snap

16. Budweiser Super Bowl Ad

Budweiser, always on the cutting edge when it comes to advertising, launched a Snapchat advertising campaign for the 24 hours leading up to the Super Bowl. The Snap Ad was actually a game you could play, and it was amazing. It was a mini-football game within the app. You could run different plays with funny, on-brand names. If you won, you unlocked an exclusive filter to use. This level of innovation and ingenuity isn’t possible for all brands. But if you have the budget for this type of advertising, it is incredibly effective. See more here.

17. Lucky Charms

Lucky Charms just ran this Snap Ad campaign during The Bachelor episode on Snapchat Discover. It was a short video ad that showed a woman fall in love with a man based on a relationship of Lucky Charms. Very on-brand, and very targeted placement as well. A great example of how to do effective marketing on Snapchat.

 

18. Walmart

Walmart ran this campaign leading up to Easter to promote its festive treats. Take a look at the fun screenshots below!

 

19. Charlie and the Chocolate Factory Musical

This is an innovative new Snapchat marketing campaign we haven’t seen before. Below is a screenshot from the Facebook page of Charlie and the Chocolate Factory Musical. They have “hidden” Snapchat geofilters all over New York City. If you find them and send the account a snap, you can win free tickets, swag, and more. Fantastic idea!

 

charlie chocolate factory snapchat campaign

 

Have any questions? Tweet me! Want custom Snapchat geofilters for your company? Contact us today!

 

Snapchat Shows – How Snapchat Discover is Transforming Social Media

Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video

Snapchat’s Discover section is unique. For the unfamiliar, Discover is made up of daily content produced by professional publishers (think CNN, ESPN, NatGeo, People, New York Times, etc.), exclusive to Snapchat. The content, just likes Snaps themselves, is only available for 24 hours. But Snap, Inc. has a bigger vision for Discover: Snapchat Shows.

Before we dive in to Snapchat Shows, think about the video content you consume on mobile. Twitter is full of GIFs, Instagram is full of memes, Facebook is full of “viral” or political content, YouTube is full of garbage. Yes, you can find great video content on all of these platforms. But Snapchat is aiming to be the premiere hub for mobile video, and their approach is truly a unique one.

planet earth 2 snapchat show

Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.

As of now, there are 15 Shows on Snapchat or in development for Snapchat:

  • The Bachelor: Watch Party – A weekly show on Tuesdays that recaps The Bachelor episode from the previous night – by ABC
  • The Rundown from E!
  • Good Luck America – A Snapchat original show (episode one of the new season had over 6 million viewers)
  • Game Day – A weekly show on Saturdays during college football season – by ESPN
  • The Voice – Additional, exclusive content from the network hit – by NBC
  • The Tonight Show Starring Jimmy Fallon – Additional, exclusive content from the late night show – by NBC
  • Saturday Night Live – Additional, exclusive content from the comedy sketch show – by NBC
  • Hungry Hearts with Action Bronson – A reality show about dating – by VICE
  • Second Chance – An unscripted reality TV drama series – by A+E
  • Phone Swap – New original dating show from Vertical
  • Winter Olympics 2018 – Snapchat and NBC announced a partnership for the event

Snap recently announced a deal with Discovery Communications to develop shows for the platform under the Shark Week and Mythbusters properties.

Additionally, MGM Television inked a deal with Snapchat. MGM Television is the first major entertainment studio to sign on as a partner. MGM is involved with popular shows such as Fargo, Survivor, Vikings, and Shark Tank.

Recently, the biggest show of them all premiered: BBC’s Planet Earth II. Planet Earth will also be sponsored by Goldman Sachs, who will be running Snap Ads throughout the episodes.

Raj Mody, vice president of social media at National Geographic (one of Snapchat Discover’s partners), recently told Kerry Flynn at Mashable: “It started out as an experiment, but it’s become really, really real. When you look at our brand we’re a leader in social media and in visual storytelling. The fact that they’re evolving the platform, that’s something that has been enormously helpful.”

Discover has grown to over 40 partners now. And these partners produce more than just the Shows mentioned above. They produce digital magazines, “Editions”, “Our Stories”, and more. In aggregate, this original content on Snapchat is getting hundreds of millions of views per month. Some Discover partners are generating tens of millions in revenue. Vertical Networks’ Discover channel, Brother, now reaches over 1 billion views per month. And that’s not even the largest one.

snapchat shows discover

One of Snapchat’s Originals: Good Luck America

If Snap can continue to build out original content through partnerships, the platform can continue to evolve and be a go-to destination for premium mobile video. Snap has some inherent advantages that will allow them to pursue this venture: being headquartered near Hollywood and the “cool” factor. Snap seems to zig when other social platforms of the past have zagged. It will be interesting to see how this unfolds over time. As we have written before, Snapchat is the future of television. And here at Wallaroo, we believe in Snapchat.

Facebook & Instagram Continue to Copy Snapchat

Over the last few months, three new announcements came out about Facebook. Each of them points to Mark Zuckerberg taking pages straight out of Evan Spiegel’s book. The three announcements were covered here, here, and here.

First, Facebook is tweaking their live video section to look more like Snapchat’s. Simple enough.

Second, it’s been reported by multiple outlets that Facebook is prepping a competitor for Snapchat’s “Discover” section. It will reportedly be named “Collections”. Everyone wants in on the content game. See side by side examples here (with Snapchat on the left and Facebook on the right):

Third, and the most blatant of all, Facebook has introduced camera effects called “location frames”, which work just like Snapchat’s geofilters. Just like geofilters, users can create and submit illustrations tied to specific locations. Users can also submit more general designs with illustrations not tied to a specific location. No word on if Facebook will create pay-to-play versions of their Location Frames yet. Check out an example below.

Facebook Location Frames

So, it will be interesting to follow along as these two tech titans continue to battle in 2017. One thing is clear – Facebook does not want to relinquish its lead as the go-to social platform.

Update on 12/21/16: Instagram just added a stickers feature, in yet another copy of Snapchat. You can now add “contextual stickers” and “location based stickers” on Instagram. See an example below from Instagram.

instagram adds location and contextual stickers

Instagram Location Stickers

Update on 3/8/17: Instagram Stories launches geostickers. Snapchat launched their geostickers in 2014. Below are screenshots of Instagram’s new geostickers, courtesy of TechCrunch. Take a look at how blatant the copy is…

instagram stories geostickers

Instagram Stories Geosticker

instagram stories launches geostickers

 

Update on 3/10/17: Facebook launches a new feature inside of Messenger called “Messenger Day”. Take a look at the screenshot of the new feature below.

facebook messenger day snapchat clone

Be honest with yourself – is that not an exact clone of Snapchat?! Facebook’s executives are saying no. But I think we can all agree, it’s a clone. Yet another example of Facebook’s inability to innovate. The new feature is only available in the U.S. for now, but it is said to be rolled out to other countries soon.

UPDATE on March 28, 2017: Facebook launches Stories on its mobile app to the whole world. It essentially creates a second Newsfeed for mobile users. This form of “Stories” is basically a straight copy of Snapchat. See below:

facebook stories

UPDATE on April 13, 2017: Instagram announces three(!) new Snapchat feature copies: Geostickers (custom designed stickers at local landmarks), Sticker pinning (just like Snapchat’s motion-tracking emoji feature), and Selfie stickers (quite similar to Snapchat’s scissors tool).

P.S. – If you need custom Snapchat geofilters, we got you  :).

Snap Ads – The Complete Guide

The Complete Guide to Snap Ads

This is a concise, but complete, guide to the ins and out of Snap Ads. We share minimum ad spend numbers, fees, targeting, etc. If you have any questions, contact us.

Last updated: April 12, 2017.

snap ads management

Snap Ads Details:

  • Minimum Ad Spend – $10,000/month (month to month contract) [Note: Options available for budgets under $10k – contact us to learn more]
  • Snap Ads Management Fee – 20% of total ad spend (lower if spend is $30k+)
  • Countries Available – United States, UK, Canada, Australia, New Zealand, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, & Turkey
  • Demographic Targeting Options – Location, Gender, Age, Interests (See full list of current interest targeting options below)
  • Targeting Options – Goal-based bidding for app installs, Lookalike audiences, Customer match (by email or mobile IDs), Retargeting (only retargeting based on actions within Snapchat), “Snap to Store” (offline conversions)
  • Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%)
  • Tracking Options – Vanity URLs, UTM tags, mobile-friendly landing page
  • Destination Options – Video views, App installs (swipe-up leads to app install page), Web views (swipe-up leads to landing page of your choice)
  • Ad Creative Options – Video only for now (click here for video specs)

Are you interested in starting a campaign on Snapchat? Then you’ve come to the right place. We’re your team from creative and strategy, to execution and management. Click the the link below and let’s get you started on making more money. It’s a snap!

Snap Ad interest targeting options:

“Activities/Sports”
Adventure Sports, Fitness, Snow Sports, Running, Sports, Motor Sports, Football, Baseball, Basketball, Golf, College Football, Hockey, Combat Sports, Soccer, Tennis, Beach & Watersports, Skates/Bikes/Boards
“Lifestyles/Hobbies”
Arts & Culture, Beauty, Reading, Fashion & Style, Autos & Vehicles, Nightlife, Investing & Entrepreneurship, Food, Technology & Gadgets, Travel, Women’s Lifestyle, Math & Science, Home Decor, Men’s Lifestyle, Outdoors & Nature, College Life, Streaming Video, DIY, Hip Trends, Pets & Animals, Fast Food Junkies, Cooking, Parenting & Family, Science Fiction & Fantasy, Green Living, Photography
“Music”
Music, Country Music, Concerts & Festivals, Indie Music, Dance & EDM Music, Pop Music, Urban & Hip-Hop Music
“News/Entertainment”
Film & TV, Comedy, Reality TV, News, Business News, Celebrity News, Political News, Video Games, Console Games
More on Snap Ads types:
“Snap to Store” offline conversions: The new ad format is performing very well. Wendy’s used these new ads in their U.S. stores and promoted the Jalapeño Fresco Chicken Sandwich. The ads drove 42,000 visitors to a Wendy’s within seven days of viewing it. “Foot traffic into our restaurants is the best measurement of short-term sales success for any program. ‘Snap to Store’ is a big win for Wendy’s for this reason — we want more ad tech like this,” Brandon Rhoten, Wendy’s head of advertising, digital/social and media, said in a statement to Mashable.
snap to store snapchat ads

New ads dashboard from Snapchat

Check out two Snap Ads case studies below!

snap ads case studies

Snap Ads for App Downloads

How to Utilize Snapchat Advertising to Drive App Downloads

Last updated: April 6, 2017

When it comes to social advertising, we at Wallaroo Media are constantly looking for what we call “arbitrage opportunities”. These are opportunities where ad rates are lower and ROI is higher than typical market metrics. As such, we are recommending Snap Ads for app downloads right now. The market has not caught up to the opportunity.

In an effort to keep with with Facebook app install ad campaigns, Snapchat is making a big push with their Snap Ads to app install offerings. The first public data was discovered on the Acorns app (who was one of our clients – view our amazing work for them here). Take a look at the screenshot below of their ad, and read on to learn more about the results.

acorns app snap ad

Acorns App Snap Ad

Acorns gained a ton of early traction through Facebook Ads and Twitter Ads. We actually helped them run highly targeted download campaigns on those platforms. Late last year, Acorns wanted to test Snap Ads for their app downloads. According to Acorn’s Chief Commercial Officer, the Snap Ad campaigns actually had 40% higher install rates than those on Facebook. This is an astronomically high number, since the Facebook Ads were already performing superbly. Acorns said that the CPI was a little higher on Snapchat than on Facebook, but that it made up for the higher cost with a greater download rate.

Fullscreen, a video-streaming service, said that Snapchat targeting reduced its cost per installation by 25% because it meant more installations on the same amount of ad spending.

As mobile ad advertising continues to grow, app installs will continue to be a large piece of that pie (Business Insider reported that 25% of mobile ad revenue is from app campaigns).

Snapchat also recently enabled goal-bidding for app install campaigns on the platform. This form of targeting allow advertisers to get in front of Snapchat users who are most likely to download their app. Snapchat is using machine-learning technology it has developed in house to run these campaigns.

“We’ve been listening closely to direct-response advertisers and are excited to announce the ability to ‘bid for installs’ in our auction. This is a new, cost-efficient way to drive app installs right from Snapchat,” Peter Sellis, the director of monetization product at Snap Inc., told Business Insider in a statement.

As we get more data and case studies, we will continue to update this post.

cookie jam app snapchat ad example

Cookie Jam app Snap Ad

 

 

 

snap ads app downloads

Snap Ads for App Downloads Case Study

Snapchat Statistics – Updated 2017

Snapchat Statistics – Updated April 2017

Snapchat is growing fast! Below are all the key statistics you need to know about the social platform.

  • Monthly active users: Around 350 Million
  • Daily active users: Around 185 Million
  • Number of daily video views: Around 14 Billion (with a B!)
  • Average time spent per user each day on Snapchat: About 28 minutes
  • Percentage of daily reach to 18-34 year olds in the U.S.: 45%
  • Amount of time users interact with Snap Ads: Over 30 seconds on average
  • 80% of Snapchat users use the app at a restaurant
  • 66% of users use the app while shopping
  • 50% use the app at gyms
  • 49% at airports

We will continuously update this piece and add relevant information as we get it. Are you ready to start a Snapchat advertising campaign? Contact us today!

 

*All statistics are approximate.

How to Use “Snapisodes” to Market on Snapchat

“Snapisodes” Is A New Snapchat Marketing Strategy That Works Very Well

Marriott International just launched what they call “Snapisodes”, and we are thoroughly impressed.

First reported by Kerry Flynn at Mashable, Marriott created this new campaign to target millennials on Snapchat with the goal to convince young travelers that the Marriott Rewards program is awesome.

This new “Snapisode” strategy is different from Snap Ads (Snap’s official ad product). Marriott’s Snapisodes are three minutes long and the content is created and posted by influencers. It’s a four-part series, each featuring a different social media influencer talking to the camera (or sometimes, through Snapchat Spectacles) and sharing stories about their travels.

From Snapchat’s perspective, this is a dream come true. Brands are already spending big money to run advertising on the platform, and now they are putting cash towards high quality organic content. From a brand perspective, this is a no-brainer. “The idea originally was to mimic television. We wanted to create a TV series and mimic it as such,” said Amanda Moore, senior director of social and digital marketing at Marriott International. “Snapchat provided us with a lot of best practices, speaking to camera. We knew we needed someone authentic, relatable.”

Creating effective Snapisode-type content can be more costly than other forms of organic Snapchat marketing (i.e. “Snaphacking“, local geofilters, or regular influencer campaigns), but the ROI is definitely there.

Want to advertise on Snapchat? Contact us today!

Snapchat Launches Search for Stories

Snapchat Launches “Search” for Stories, Changing the Game for Real-time Video Content

Today Snapchat announced the new Search function for Stories. Snapchat stated that they will be rolling this out slowly. Currently, over 1 million professionally curated and unique Stories are available in search. Snap says in their announcement that these Stories include “…a local basketball game, check out the scene at your favorite bar, view your favorite Fashion Week shows, get inspired by a faraway place, or simply tap through a Story full of puppies — there’s a Story for everything!” Here’s their explainer:

How Search for Stories Changes the Game

Josh Constine from TechCrunch has a great take on this. He wrote: “Snapchat is shifting from a social network limited to content shared by people you follow to an ephemeral, real-time database of what’s going on now everywhere…It makes Snapchat as deep as whatever the world is sharing, creating near-infinite rabbit holes to go down, and a stronger competitor for YouTube & Twitter.”

What this also changes is the length of time a Snap is available. From its inception until yesterday, Snaps have had a 24 hour lifespan. But with the introduction of Search, Snap said that some Snaps will be available for less than 24 hours, while others will be visible for weeks or even a few months.

snapchat stories youtube twitter competitor

As of now, Snapchat is pulling from captions or visual recognition via machine learning to add Snaps to categories and into Stories Search. But down the road, they could utilize music in the background or voice recognition as further classification methods.

Snapchat vs. YouTube

YouTube was originally built for the web. As such, most of its videos are long-form (30 seconds to several minutes) in comparison to Snaps (7-10 seconds). YouTube’s videos are also generally delayed at least a few hours, if not more, from when they’re recorded. Snapchat’s video content is posted in real-time.

Because of how YouTube’s platform is designed, and the fact that videos hosted there never disappear, it incentivizes its users to take more time on the production and editing side of things. Since Snapchat is focused on what is happening in real-time (and a 24-hour lifespan), its users are more accustomed to sharing raw, instant content.

Another good point by Josh at TechCrunch in the same article is that this could potentially position Snapchat as a competitor to Twitter. “If you want to read what people are saying around a topic in real time, today you search Twitter. But now if you want to SEE what people are capturing with their cameras around a topic in real time, you can search Snapchat.” I don’t totally agree with that, as video clips are posted to Twitter constantly, but we’ll see how this progresses.

At Wallaroo, we’re extremely bullish on Snapchat. This new Search feature only increases that. As Kerry Flynn wrote on Mashable today, “Snapchat is where my friends are – yes, my real friends.” What better place to market and advertise?! If you want to learn more about Snapchat advertising, click here. Want to run some ads there? Contact us today!

Why Advertising on Snapchat is Better Than Advertising on TV, And Why You Need It Now

Advertising on Snapchat is more effective, and a better long (and short) term strategy, than advertising on TV. I will convincingly make the case in this article.

tv-is-dead

TV Advertising – A Dying Breed

Television commercials have long been the holy grail for advertisers. Largest reach, highest engagement, cheapest cost per view, etc. But that has changed. The majority of TV viewers now record/DVR their shows for later use. Research by YouGov and Deloitte pegs the number at 86%. 86% of viewers always fast-forward through adverts! The exception? Live sporting events (and occasionally local newscasts).

Advertisers are clamoring to be a part of live sporting events in any way possible. That’s the best ROI for TV advertising now, and it’s only going to get more expensive as more brands realize this. The bids are increasing every year. For example, a 30-second spot during the Super Bowl in 2010? $3 million. A 30-second spot during Super Bowl 2015? $5 million. That’s a 66% cost increase in just five years, and that’s excluding the costs of video production.

Here’s the thing, though: When the commercials come on during live sporting events (or any other live TV programming for that matter), what do viewers do? Sit back and enjoy the steady stream of commercials? No. They pull out their phones. They check Snapchat. They browse Instagram. They wish their friend a happy birthday on Facebook and browse click-bait articles. They tweet reactions to the game. They check Snapchat and send filtered doggy faces to all their friends. That’s what people do. That’s where they spend their time. Their eyes are focused on the little screen in their hands instead of the big one where your advertisement plays. That small screen is where you need to be as a brand. Still need to be convinced? Here is some data… snap (1)

Data to Support Why Snapchat is Better Than TV

Here’s a few points on how Snapchat sets itself apart from its competitors as a social media platform, why it’s greater than TV for ads, and why it’s an advertiser’s dream:

  • Two-thirds of video snaps are watched with the audio on. That’s a HUGE difference from Facebook. It was recently reported that 85% of Facebook video ads are watched with the audio off.
  • Snapchat has a unique daily reach of 41% of 18-34 year olds in the U.S., compared with only 6% on TV (according to a Nielsen study in February).
  • Snapchat has over 100 million daily active users (while Bloomberg estimates that number to be 150 million).
  • Snapchatters watch over 10 billion videos per day, which is an increase of over 350% in the last year alone.
  • Snap Ads have an engagement rate 5X higher than the average click-through rate of other social platforms.
  • A National, Sponsored Geofilter on Snapchat reaches 40% to 60% of daily Snapchatters (Taco Bell’s recent Cinco de Mayo Snapchat filter had 224 million views in one day! Gatorade also had a sponsored lens that got 165 million views).

Advertising is a battle for eyeballs, and Snapchat has our attention. Average monthly minutes per user spent on the platform is second only to Facebook among social networks. On TV, or on any other social platform, users hate ads. On Snapchat, users play with the ads. Think about that for a second! Users not only tolerate ads on Snapchat, but they enjoy, engage, and play with them!

tv-dying

What Makes Snapchat Unique for an Advertiser?

Snapchat is a unique platform, and it can be tricky to navigate as an advertiser if you’re unfamiliar with how it works and what types of posts, filters, and lenses work best. Snapchat, by the nature of its disappearing content, creates a sense of urgency that encourages users to take action quickly. This is a crucial aspect of the platform. Some brands view this as a detriment. I view it as a benefit. The 10-second max duration allows the ad spot (or the marketing campaign) to be direct and cuts to the chase. As a result, it allows for more testing to find the best ad creation and targeting combinations.

An important note: there is little competition from other brands and advertisers right now (only ~1% of advertisers are using Snapchat). But that is changing quickly. According to recent research from eMarketer, 22% of media buyers plan to spend on Snapchat this year, compared to only 4% on Facebook and Twitter.

snapchat

How to Advertise on Snapchat

Learning how to effectively advertise on Snapchat needs to be its own post (I’ll tackle that next week). There are various options (in order of cost):

  • Snapchat Discover (the most expensive – starts at $50,000)
  • Sponsored Lenses
  • Sponsored Nationwide Geofilters
  • Snap Ads
  • Sponsored Local Geofilters (the least expensive – starts at $5)

I recently wrote a post about utilizing Snapchat geofilters to sponsor local events. As an agency, we have also launched That’s A Snap, which is a Snapchat filter ecommerce shop that enables you to purchase pre-made filters to use for various events.

Another way to advertise on Snapchat is by teaming up with influencers. There are thousands of influencers on Snapchat that you can hire to create and distribute content for your brand. Some of these influencers get millions of views on every snap they send! I would recommend calculating the cost per average engagement before hiring an influencer, as well as verifying that their following fits your demographic. We would recommend using Microfluencers, who oftentimes can get you a better ROI on your money.

The space here is heating up. Just last week the head of marketing at Wendy’s said “I have taken TV dollars and put them into Snapchat”. Stay tuned  :).

In January 2017, Snapchat announced that one of their proprietary “shows” on their platform, Sweet, gets 16 million monthly viewers. Keep an eye on this space and Snapchat’s continued focus on their content creation and distribution.

Update on March 16, 2017: Adidas announced it will no longer be advertising on TV, and that it’s going all digital now. It has begun!

Update on March 29, 2017: Digital advertising sales officially passed TV ad sales in the US for the first time, $70 billion to $67 billion.

Want to get inspired for your own strategy? Check out this post about creative Snapchat campaigns that various brands have run.

Lastly, do you need a Snapchat marketing agency? That’s us! Contact us today and let’s talk strategy and what campaigns we can run for you to help you achieve your goals!

Have any questions? Tweet me HERE or add me on Snapchat (username: brannybunny).

 

Snapchat Announces Annual Geofilters At a Discount

Annual Geofilters Now Available

Snapchat announced via email this evening that you can now easily buy Geofilters for an entire year. These annual plans come at a discount, and you can swap your creative at any time.

This is great for big brands or event-centric companies. Being able to buy in bulk and at a discount, while still being able to have multiple options on the creative side throughout, is fantastic.

Want to advertise on Snapchat? Contact us today! Or if you want custom geofilters, check out That’s A Snap!

snapchat annual geofilters