Recently, Snapchat announced the upcoming launch of a new type of advertisement, called “Snap Ads,” that will play between a user’s Stories (Bloomberg). While these ads are only available to a limited number of companies (for now), Snapchat’s recent marketing innovations signal that the app is now doubling down on its ad offerings and looking for ways to both generate revenue and compete (in terms of advertising capability) with social juggernauts like Facebook and Instagram.
To help brands understand how to advertise on Snapchat and navigate the app’s increasingly complex marketing ecosystem, we’ve developed a comprehensive infographic describing the many ways that brands can leverage Snapchat’s features and functionality—both with social media influencers and without—to reach millions of engaged, content-hungry users.
From “On-Demand Geofilters” to Snapchat Takeovers, these are the most effective ways brands can advertise on the world’s fastest growing social media platform:
To help brands reach the app’s massive audiences, Snapchat is fast-expanding its native advertising offerings. Today, brands can choose between creating a branded lens, geo-filter, advertising on one of the established Discovery channels, and/or integrating marketing efforts into one of Snapchat’s featured Live Stories.
Snap Ads are skippable video ads that appear between Snapchat Stories (but not between individual Snaps within a user’s Story). According to Snapchat, Snap Ads won’t appear between every auto-advanced Story, only some.
For brands that want to offer more information than Snap Ads’ 10 second time limit allows, Expandable Snap Ads let Snapchat users swipe up on their device to see a longer video, install an app, or visit the company’s website (Tech Crunch).
Related Post: A Timeline Of Snapchat Ads, Innovations, & Growth
Geofilters, which are are geographically-determined text and/or graphics displayed over a Snapchat video or photo, offer Snapchatters a way to enhance their content and increase engagement with other users.
Brands may now design and purchase custom On-Demand Geofilters to help promote events and generate user engagement. Paid Geofilters are available and pricing is based on the square footage of the area you’d like it to apply to (Buffer).
Arguably the app’s most popular feature, Snapchat lenses employ facial recognition and augmented reality software to change the appearance of a Snapchat user’s face or incorporate fictional elements into a Snapchatter’s content.
Brand sponsored lenses are becoming a popular way to engage millions of Snapchat users, but the price for one lens—between $450K and $750k per day—makes this one of the most expensive ways to advertise on Snapchat (Adweek).
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Snapchat Discover is open only to a select few publishers and media brands. These publishers curate regular editorial content for users to explore and push the boundaries of Snapchat’s storytelling capabilities and format.
To reach audiences interested in Discover’s curated content, brands may now purchase ads on Discover channels for $50K–$100K per day. Snapchat also allows marketers to strike their own deals with media companies on Discover (Adweek).
Live Stories are compilations of user-generated content from Snapchatters at events and locations around the world. This feature is extremely popular with audiences who want to gain a unique, in-the-moment perspective.
Because Live Stories generate high levels of engagement, brands are now creating ads that seek to capitalize on the 10M–20M Snapchatters who view Live Stories every day. Snapchat Live ad campaigns can cost brands $100K–$500K (Adweek).
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Collaborating with social media influencers is one of the best ways to advertise on Snapchat. Influencer marketing campaigns take the form of Snapchat Takeovers, promotions, unboxing videos, and integrated product placements.
A Snapchat Takeover is when a company allows a Snapchat influencer to take control of the brand’s account for a set length of time. Advertising via Snapchat Takeover is an effective way for a company to build followers and increase brand awareness.
Snapchat promotions serve to generate engagement by offering Snapchat users something of value—often a promo code, free admission to an event, or giveaway—in exchange for viewing and/or interacting with a brand’s Snapchat content.
Like their YouTube predecessors, Snapchat unboxing videos involve a social media influencer opening, using, and reviewing a new product for the first time, all while Snapping the experience for their engaged followers.
Related Post: Will Snapchat Unboxing Videos Replace YouTube’s Version?
For Snapchat product placement campaigns, brands partner with a digital star to authentically incorporate a product or service into their Snapchat content. Because Snaps achieve 100% visibility, product placements are one of the most effective ways to advertise on Snapchat.