Is Snapchat effective for conversion campaigns?
A New Start
As someone working in digital marketing, it is important to be familiar with all of the tools at your disposal. Not every campaign can be successful by running ads on Facebook and Instagram exclusively. After all, while these platforms may see the most advertising spend, using other means to promote and market your products may help to expand reach, and more effectively target those most likely to interact with your ads, and buy your products. Snapchat has become an increasingly ubiquitous social media application amongst those in the 12-24 range since its inception in 2011, but with over 100 million daily active users, it isn’t just young people using Snapchat. However, with so many options now in the digital media landscape, such as: Twitter, LinkedIn, Pinterest and the emergence of TikTok, why should your brand be using Snapchat to advertise in 2022 and beyond?
Benefits
When it comes down to it, many of us don’t want to be advertised to online. We use social media to unwind after a hard days work, interact with friends and stay up to date on what’s happening around the world. Furthermore, social media advertising is competitive, and brands have to fight for ad space. This is why brands are trending towards seeing advertisements as content, barely discernable from other posts on the platform. This is done by designing visually stimulating ads that stand out from the crowd, then maybe you, as a user, don’t even realise you’re being advertised to, until the ad has already gripped you. Snapchat is the perfect place to run these exciting ad formats. While on Facebook you may scroll indiscriminately past a multitude of static ads, on Snapchat, video is king. Snapchat allows you to truly utilize video formats in interesting new ways, on a platform where Snapchatters watch over 10 billion videos per day. If you want to test out video creative or make it a big part of your next campaign, Snapchat is the perfect platform.
Graph Source: Statista
Snapchat reaches over 75% of the millennial and Gen Z population in the US, and data suggest that this is similar in a host of other countries such as the UK and India. Other social media sites, such as Facebook and LinkedIn, are trending towards an older user base. While there is significant overlap between those who use Snapchat and those who use Facebook, many brands that exclusively advertise through Facebook and Instagram are missing out on a key segment of the population. Based on the statistic below, it might be time for more brands to get down with the kids.
Widespread IOS changes in 2021 have affected how a brand can target consumers on many different platforms, with a whole host of users opting out of sharing tracking data. Digital Marketers have had to find creative solutions to circumvent these decreased targeting options. This isn’t nearly as much of an issue on Snapchat as it is on other social media platforms. Snapchat data still shows you which demographics are purchasing your products in more detail than any other social media we use. This means that even if Snapshot isn’t your main tool for digital marketing, the learnings from the data provided can help guide your strategy on other platforms.
Our Experience
Working with a global, world-renowned sports brand, we saw an impressive level of conversion rate on Snapchat. Similar ads on other platforms were seeing conversion rates at less than 5%, but Snapchat ads were converting over 20% of people who viewed the ads, and this wasn’t a one off! We saw similarly strong performance on multiple campaign when working with this brand. Cost per Click (or swipe-up on Snapchat) was also significantly lower than we were seeing on other platforms, and this has continued with each new Snapchat campaign we have run. Snapchat does not magically produce stronger results than other social media platforms, but when used correctly, the statistics can paint a rather pretty picture for you and any brands you’re working with.
From using Snapchat within multiple campaigns, it is easy to see why brands want to make it a part of their repertoire. During the key buying periods of Black Friday and Christmas, we saw a high level of success using various ad formats. While we mentioned that video advertising is the pièce de resistance on Snapchat, we also used a dynamic catalogue and static advertisements to great effect. We saw levels of ROAS/ROI and Conversion rates much higher than we were seeing on other platforms. We also found that split testing via Snapchat is very intuitive and can be vital to narrowing down where your highest value customers are, as it was for us.
Listen to how we achieved these incredible results on our podcast - Talking Mighty
It is important to note that we used lots of CRM data to advise our campaigns on Snapchat, and not every business will have access to the insight this afforded us when designing the campaign. However, we our non-CRM audiences also performed way above expectations, and gave us insight into how we could continue to effectively advertise products across all platforms. We are looking to expand our use of Snapchat use, and you and your brands should be too!
