Perhaps one of the most popular social media platforms today, Snapchat, is growing rapidly among younger demographics. As the platform grows so does the advertising opportunities. Check out this quick breakdown on Snapchat advertising:
Who’s On Snapchat
More than 200 million people use Snapchat and more than 100 million users are accessing the app every day. It’s estimated that of these 100 million daily users, the average user time spent on the app is 30 minutes! Compared to the 15 minutes spent on Instagram and the 1 minute a day spent on Twitter.
Before you decide to market on Snapchat, it’s important to understand who is using it.
- 37% of Snapchat users are ages 18 to 34 years old
- 26% of Snapchat users are 25 to 34 years old
- 70% of users are estimated to be female
- Snapchat reaches 11% of the US digital population
Types of Snapchat Advertising
Snapchat offers a variety of advertising options, each with their own rules, restrictions and cost limitations. Here’s a brief breakdown of the main three types of Snapchat Marketing: geofilters, general advertisements and lenses.
The most popular (and most cost-effective) form of marketing on Snapchat is the geofilter. Geofilters are customizable frames that users can apply to their snaps. These are typically set around a specific event/location. Once you’ve drawn out your filter (according to Snapchat’s guidelines, of course), you simply choose where you’d like it to apply, the time frame you’d like it to be available and submit it to Snapchat for review. Or you can choose one of their available frames. It’s as easy as that!
The next level of Snapchat marketing are general advertisements, which are imbedded within user stories. The minimum budget to utilize these advertisements is $10,000 per month, excluding any agency or production costs. These advertisements feature a long list of requirements and restrictions, including:
- Videos must be three to 10 seconds long and vertically formatted
- Content must be approved for audiences ages 13 and up
- Advertisements must feature visible branding
Click here for a full list of Snapchat’s advertising guidelines.
By far the most expensive form of Snapchat advertising, brands can create fully interactive, nation-wide lenses for users to share with their friends. Lenses include animated actions that can be launched by raising your eyebrows, opening your mouth, blowing a kiss or some other recognizable motions. With minimal costs around $450,000 for one lense, this form of Snapchat marketing is best reserved for large, national organizations.
As with any type of advertising, utilizing Snapchat is all about trial and error. Start off small with a few varieties of geofilters and slowly work your way up to the larger, more expensive ad types. Just remember, users will only interact with or remember your ads if they are engaging and creative.