New data from BrightEdge shows significant changes to Google AI Overviews, prioritizing topic-specific sites and a stronger focus on ecommerce ahead of the year-end shopping season.

Google Core Update And AIO

An interesting insight from the data is that there is more overlap between AIO and Google’s organic search results, that there is more agreement between the two results. Is AIO mirroring the organic search results or are the organic search results more closely aligned with AIO?

The organic search results themselves changed after the August 2024 core algorithm update and so did AIO. BrightEdge’s data offers evidence of how Google’s organic search results changed.

BrightEdge data shows:

• The overlap of URLs cited in AI Overviews with those ranking in the top 100 increased from 37% to 41% post-update.
• This is following Google’s August 15th Core Update.
• The shift indicates that AI Overviews are prioritizing organic results more than before, pulling from lower-ranked results to create comprehensive responses.

BrightEdge data shows that AIO is ranking lower-ranked web pages for more precise answers. Something else to consider is that both AIO and the organic search results changed and it could be the criteria for ranking changed in a similar way for both AIO and organic, that the algorithms for both are doing something similar.

A significant characteristic of the last update is that it is showing less of the big brand sites and more of the independent niche sites. BrightEdge data shows that AIO is also ranking websites that are more precisely about a topic.

Keep reading because there’s more about that in BrightEdge’s data which could offer insights into what’s going on in the organic SERPs.

BrightEdge Dataset

Research was conducted using the BrightEdge Data Cube X, an SEO and content performance platform for researching industries. |

Data Cube X Facilitates:

• Comprehensive Keyword Research
• Competitive Analysis:
• Automated AI-Powered Content and Keyword Research
• Traffic Fluctuation Analysis

Non-Logged-In AI Overviews

Google has rolled out AI Overviews (AIO) to users that are not logged-in to Google accounts, expanding the audience for AIO to a greater amount of people. But it’s not showing across all industries. The data shows that the integration of AIO varies.

Within the context of users who are not logged in, Ecommerce search results for not logged-in users dropped in AIO is less than logged-in users by a whopping 90%.

Users that are not logged-in didn’t see AIO in the following topics:

• Education: 21% relative decrease
• B2B Tech: 17% relative decrease
• Healthcare: 16% relative decrease

Although there’s a decrease in AIO shown to non-logged-in users for ecommerce queries, there is an increase in product grids that are shown to these users compared to logged-in users. BrightEdge speculates that Google is better able to target logged-in users and is thus showing product grids to them on a more precise basis than to non-logged-in users.

More Product Comparisons

BrightEdge’s data indicates that Google AIO is showing more product comparisons and visuals.

Their data shows:

• In August, product carousels for apparel-related queries increased by 172%.
• The use of unordered lists across industries rose by 42%.

These adjustments make AI Overviews more user-friendly by organizing complex product features and specifications for easier decision-making.

All of those features allow users to make comparisons between products by what the products look like as well as by price. A takeaway from this data is that it may be increasingly important to show original product images (if possible) and to make sure that images shown are high quality and allow users to get a good sense of the product.

Data is always important and it’s a good way to make a product listing or product review stand apart from competitors. Any information that makes improves a consumer’s decision making is valuable.

A good example is for clothing where it’s not enough to indicate that something is a size small, medium or large. Sizes are inconsistent from manufacturer to manufacturer and even within a brand’s own products. So, for clothing, it may be useful to add comparison information about actual sizes within a product line in terms of inches or metric measurement so that a consumer can make an even better choice.

Comparison between products, especially within the context of a product review, is important. One of the product review best practices (and maybe a ranking factor) that is recommended by Google is a comparison of the product being reviewed. Google’s product reviews best practices recommendation is that publishers compare a product to another product so that users can presumably make a better decision.

Google recommends:

• “Cover comparable things to consider, or explain which might be best for certain uses or circumstances.”

According to BrightEdge:

“As the holiday shopping season approaches Google is refining AIO search results to focus on comparative content, which rose by 12% in August. AIOs prioritized product carousels with engaging imagery, which rose by 172%. Unordered lists (lists of items that are related but in no specific order, such as general searches for ‘winter boots’ or ‘iPhone cases’) also increased by 42%.”

Google AIO Rankings Are More Precise

A data point that all search marketers should be aware of is that Google is ranking more precise content in AIO in a way that might reflect on what is going on with the organic search algorithms.

BrightEdge discovered that generalist sites had massive decreases in rankings while specialists sites had increases. People like to talk about “authority sites” and what they’re usually referring to is “big brands” with a lot of money and reach. But that’s not authority, it’s just a big brand with reach.

For example, most people consider news organizations as authority sites. But who would you go to for SEO information, Search Engine Journal or big sites like the New York Times or Fox News? What the BrightEdge data shows is that AIO is making a similar consideration of what kinds of sites are actual authorities on a given topic and then showing those sites instead of a big brand site.

The obvious question is, does this have something to do with Google’s last core update in August? One of the goals of Google’s last update is to show more independent sites. If the AIO trends mirror the organic search results to a certain extent, then perhaps what Google’s algorithms are doing is identifying sites that are authoritative in a topic and showing those sites instead of a more general big brand site.

BrightEdge’s data shows that AIO rankings of generalist technology review sites dropped. TechRadar.com dropped by 47.3 and TomsGuide.com dropped by 16.4%. This trend was also seen in health related queries where the kinds of sites that AIO quotes also became more precise.

AIO showed less consumer-focused sites and blogs and began showing more sites that are precisely about health. The BrightEdge data showed that consumer news and general sites like VerywellHealth.com experienced 77.9% drop in AIO exposure and EverydayHealth.com virtually dropped out of AIO with a 95.6% decline.

Sites like MayoClinic.org experienced a 32.4% increase and citations of the U.S. Department of Health & Human Services AIO increased by +83.2%. It’s not just a trend away from consumer and general news sites, it’s a trend toward more precise rankings of expert and authoritative content.

BrightEdge noted that the following precisely-focused sites experienced increases:

• Spine-Health.com +266.7%
• Arthritis.org +89.5%
• BrightEdge’s report observes:

“This demonstrates Google’s push toward more detailed, factual content in AI Overviews.”

AIO And Organic SERPs

Google has significantly increased the use of product carousels for apparel-related queries, reflecting a 172% rise. These carousels and grids allow for easier product comparisons based on visuals, pricing, and features.

AI Overviews and Google’s organic search results have more overlap than before. The reason for that may reflect a change to prioritize increasingly precise answers from sites that are authoritative for specific topics. Niche sites have gained prominence in both organic and AI Overviews while large more general sites have lost visibility.AI Overviews continues to evolve but the changes from last month indicate that there is a certain amount of agreement between what’s in the SERPs and AIO.

Read more about AI Overviews data at BrightEdge

Featured Image by Shutterstock/BobNoah

These are the 100 most asked questions on Google, along with their monthly search volumes.

#	Keyword	Search Volume
1	what to watch	876000
2	what	870000
3	what is my ip	746000
4	what dinosaur has 500 teeth	671000
5	when is mother’s day 2024	585000
6	how many weeks in a year	497000
7	when is father’s day 2024	438000
8	how many days until christmas	427000
9	how to screenshot on mac	389000
10	what time is it	370000
11	how many ounces in a gallon	368000
12	when is easter 2024	361000
13	how to screenshot on windows	349000
14	who won the super bowl 2024	349000
15	what time is the eclipse	347000
16	what time is the super bowl	326000
17	what space movie came out in 1992	325000
18	when is the super bowl	322000
19	when is easter	318000
20	how to tie a tie	312000
21	how many ounces in a cup	303000
22	what is project 2025	298000
23	when is the super bowl 2024	293000
24	when is thanksgiving	288000
25	when is the solar eclipse	287000
26	why women kill	258000
27	what is my ip address	247000
28	what we do in the shadows	244000
29	how many ounces in a pound	243000
30	how old is taylor swift	242000
31	what day is it	241000
32	when is father’s day	238000
33	when is super bowl 2024	232000
34	what is today	231000
35	when is thanksgiving 2023	225000
36	when is mothers day	224000
37	what is juneteenth	215000
38	how many cups in a quart	206000
39	when to work	199000
40	how many oz in a gallon	198000
41	when is memorial day 2024	192000
42	what time is the debate tonight	191000
43	how to write a check	188000
44	how many quarts in a gallon	188000
45	how many people are in the world	188000
46	who shot trump	188000
47	how many seconds in a day	185000
48	what does gyatt mean	182000
49	how many oz in a cup	178000
50	what time is the solar eclipse 2024	177000
51	who won the debate	176000
52	when is the next full moon	175000
53	what holiday is today	173000
54	who is running for president in 2024	173000
55	when is daylight savings	172000
56	how long to boil eggs	169000
57	who called me from this phone number	168000
58	where the crawdads sing	164000
59	what time does the super bowl start	162000
60	where am i	162000
61	how many days till christmas	161000
62	how much house can i afford	161000
63	how to draw	158000
64	how many grams in an ounce	155000
65	how to train your dragon	153000
66	how to lose a guy in 10 days	152000
67	what time is the presidential debate	148000
68	how to take a screenshot on windows	147000
69	how to pronounce	147000
70	when is fathers day	145000
71	what is hamas	145000
72	how many tablespoons in a cup	143000
73	when calls the heart	143000
74	how to delete facebook account	143000
75	cindy lou who	143000
76	how many steps in a mile	141000
77	how old is joe biden	141000
78	when are taxes due 2024	141000
79	how many liters in a gallon	139000
80	how i met your mother	139000
81	how to delete instagram account	138000
82	how many teaspoons in a tablespoon	137000
83	how to lower blood pressure	137000
84	what time does mcdonald’s stop serving breakfast	137000
85	how many cups in a gallon	137000
86	when is mardi gras 2024	136000
87	when evil lurks	135000
88	when is the presidential debate	132000
89	how many feet in a mile	128000
90	how old is travis kelce	127000
91	what is rsv	125000
92	when does the time change	123000
93	how to deactivate facebook	123000
94	when does fall start	123000
95	how did matthew perry die	123000
96	how it ends	122000
97	when is black friday	121000
98	how many countries are there	121000
99	how to boil eggs	118000
100	what is mewing	118000

#	Keyword	Search Volume
1	what is my ip	2,870,000
2	what to watch	1,760,000
3	what dinosaur has 500 teeth	1,450,000
4	where is my train	973,000
5	what the font	901,000
6	where to watch india national cricket team vs australian men’s cricket team	895,000
7	how many weeks in a year	875,000
8	when is mother’s day 2024	772,000
9	where to watch india national cricket team vs england cricket team	770,000
10	que significa	679,000
11	how many ounces in a cup	679,000
12	cuando cobro	660,000
13	how many days until christmas	642,000
14	quando eh o prox carnaval	638,000
15	who called me	617,000
16	how to screenshot on mac	598,000
17	what is my ip address	590,000
18	when is easter 2024	590,000
19	how i met your mother	532,000
20	when is easter	530,000
21	when is father’s day 2024	528,000
22	how to screenshot on windows	522,000
23	cuando juega boca	521,000
24	how to tie a tie	505,000
25	what time is it	503,000
26	what we do in the shadows	503,000
27	where to watch sri lanka national cricket team vs india national cricket team	503,000
28	why women kill	462,000
29	how many seconds in a day	446,000
30	how to delete instagram account	446,000
31	where to watch india national cricket team vs pakistan national cricket team	441,000
32	where to watch south africa national cricket team vs india national cricket team	419,000
33	who won the super bowl 2024	403,000
34	what is today	402,000
35	qué significa	397,000
36	how many ounces in a gallon	394,000
37	where the crawdads sing	394,000
38	when is mothers day	393,000
39	when is black friday	391,000
40	cuando juega river	384,000
41	what is love	381,000
42	what space movie came out in 1992	376,000
43	where am i	369,000
44	when is father’s day	366,000
45	какой сегодня праздник	362,000
46	how to make money online	361,000
47	when is the super bowl	352,000
48	what time is the eclipse	351,000
49	what is ai	346,000
50	how are you	346,000
51	what time is the super bowl	340,000
52	when is thanksgiving	333,000
53	what day is it	331,000
54	how to lose a guy in 10 days	323,000
55	how to draw	322,000
56	who won the election 2024	321,000
57	what is project 2025	320,000
58	where to watch zimbabwe national cricket team vs india national cricket team	320,000
59	when is the solar eclipse	317,000
60	how to delete facebook account	317,000
61	how to train your dragon	316,000
62	when is the super bowl 2024	310,000
63	cuando juega argentina	303,000
64	how to deactivate facebook	301,000
65	when evil lurks	300,000
66	how to pronounce	299,000
67	how old is taylor swift	296,000
68	who is erin carter	294,000
69	where to watch olympics 2024	293,000
70	how many ounces in a pound	291,000
71	cual es mi ip	291,000
72	how many days till christmas	287,000
73	how to lose weight fast	282,000
74	how to calculate percentage	281,000
75	where to watch india national cricket team vs bangladesh national cricket team	281,000
76	where to watch new zealand national cricket team vs pakistan national cricket team	279,000
77	when is fathers day	275,000
78	when is thanksgiving 2023	267,000
79	how many days in a year	265,000
80	when is the next full moon	265,000
81	where to watch india national cricket team vs south africa national cricket team	264,000
82	how many countries in the world	264,000
83	why is my husband yelling at me	262,000
84	how it ends	260,000
85	when is super bowl 2024	256,000
86	how many people are in the world	254,000
87	где посылка	252,000
88	que pasa salta	249,000
89	que hora es	247,000
90	where to watch pakistan national cricket team vs india national cricket team	247,000
91	where to watch india national cricket team vs new zealand national cricket team	246,000
92	cuando es el dia del padre	245,000
93	where to watch australian men’s cricket team vs india national cricket team	243,000
94	how to make money	242,000
95	who is the richest person in the world	240,000
96	what is hamas	237,000
97	que significa traka	235,000
98	what holiday is today	235,000
99	who called me from this phone number	233,000
100	how long to boil eggs	232,000

Top Google questions by growth

Many popular questions don’t change from year to year. For example, people have been asking measurement-related questions since forever (e.g., ” how many cups in a gallon”). I ask that often too.

But there are new questions, too. These are the questions that have seen the most growth recently.

1. Who shot Trump

Monthly search volume: 188,000

Change in search volume over the past 3 months: +73M%

The spike in searches for this keyword was due to the assassination attempt on the former U.S president and then presumptive nominee of the Republican Party for the 2024 presidential election. Searches for this topic has dwindled since then.

2. Where to watch summer olympic games

Monthly search volume: 82,000

Change in search volume over the past 3 months: +19M%

The spike in searches was due to the 2024 Summer Olympics which was held in Paris. It concluded on 11 August 2024, which is why searches around this topic have died off since then.

3. How to register to vote in the US

Monthly search volume: 70,000

Change in search volume over the past 3 months: +16M%

The spike in searches is due to the upcoming 2024 United States presidential election. It is set to be held on November 5, 2024. I foresee searches will go the way of the Summer Olympics once the election concludes.

4. How did rich homie quan die

Monthly search volume: 28,000

Change in search volume over the past 3 months: +11M%

Rich Homie Quan (real name: Dequantes Devontay Lamar) was an American rapper. The spike in searches was because Rich Homie Quan was found unconscious at home on September 5, 2024. His girlfriend told 911 that he was on the couch in the morning and had not moved when she returned home later. He was later pronounced dead at an Atlanta hospital on the same day at the young age of 34. An autopsy has been performed, but the cause of death is currently unknown.

5. What is demure

Monthly search volume: 23,000

Change in search volume over the past 3 months: +5.6M%

The word “demure” is an adjective that means “reserved, modest, and shy.” However, this particular spike was because of TikTok creator Jools Lebon. In a video that has now more than 30 million views, Jools used the phrase “very demure, very mindful” to describe herself. It went viral and many creators on social media started replicating the catchphrase in their own content.

Looking at the dip in searches, it is likely that this trend is, like most Internet trends, merely temporary and will die off soon.

Here’s how to find the most asked questions in your niche:

1. Go to Keywords Explorer
2. Enter a relevant keyword
3. Go to the Matching terms report
4. Toggle the Questions tab

For example, if you search for “coffee”, you can see 142,000 questions which you could potentially create content for.

Want to do keyword research for your site? Sign up for Keywords Explorer.

Social media marketing is all about being where your audience is.

If your target audience is active on a platform, then you should be, too. And if you’re looking to speak to a younger demographic, Snapchat can be a powerful marketing tool for your business.

Snapchat is the fifth largest social media network in the world – but it’s one of the most misunderstood (and underestimated) by marketers.

So, if you’re concerned about missing the boat on this platform, you’re not alone. You’re also not out of touch – you just need a comprehensive guide to get started. And you’re in the right place.

In this updated guide to Snapchat marketing, we’ll provide you with a deep dive into the multimedia messaging platform, explain who’s using it, and give you the strategies you need to add it effectively to your marketing mix.

Why Use Snapchat For Marketing? (Is It Still Relevant?)

Successful marketers focus on grasping every opportunity to reach potential customers – and Snapchat continues to offer unique opportunities.

As of 2024, Snapchat boasts over 406 million active daily users, with more than 80% of them being 34 or younger. The platform reaches 90% of the 13-24-year-old population worldwide and 75% of 13-34-year-olds in over 25 countries.

This makes it an ideal platform for targeting Millennials, Gen Z, and, increasingly, Gen Alpha.

While it might not have the massive user base of Facebook or YouTube, it drives impressive engagement. According to recent data, the average Snapchat user opens the app over 40 times per day and spends about 30+ minutes daily on the platform – which means people interact with their social circles on Snapchat more than any other social network.

Yet, when it comes to marketing, Snapchat is a relatively untapped territory. While every brand seems to have a Facebook and Instagram presence these days, comparatively few have a foothold on Snapchat. And that just means more opportunity for your brand.

The boon of Snapchat is how it’s optimized for authenticity. Given the ephemeral nature of the app and the more unfiltered style of content approach, brands can use the platform to connect with their audience in ways that feel genuine and immediate – which is more valuable than ever.

And, as if all of this wasn’t enough, Snapchat has established itself as a competitive force in the social commerce market. With its augmented reality (AR) shopping experiences, you’re able to build immersive shopping experiences for users through the app – something most other platforms can’t compete with.

By now, it should be crystal clear why Snapchat could be a strong addition to your marketing strategy. So, how do you get started? Let’s break it down.

How Does Snapchat Work? A Brief Overview

If your social media experience is primarily with platforms like Facebook, Instagram, or X (Twitter), Snapchat’s interface may initially feel like a whole new world.

Snapchat’s design is unique – it’s built for spontaneity, exclusivity, and in-the-moment content creation. When you open the app, it goes directly to the camera, making it super easy for you to capture and share videos and photos (called “Snaps”) in just a few seconds.

You can then edit these Snaps using a variety of filters, stickers, and AR Lenses before sending them directly to your chosen friends or adding to your “Story,” which remains viewable for 24 hours. There’s also a newer Spotlight feature, similar to TikTok, for sharing short-form videos with wider audiences.

The app offers a host of other features, including a Snap Map, an AI-powered chatbot, and disappearing direct messages. Long story short: There are a bunch of innovative and creative ways for brands to engage with audiences on Snapchat.

What Brands Are Best Suited To Snapchat Marketing?

Let me be clear: Snapchat isn’t for every brand. There’s a reason why it’s less frequented than some other social media platforms. That said, if your target audience includes younger consumers, it’s absolutely worth considering.

Brands that are best suited to Snapchat are those that present a youthful image and tone and prioritize authenticity, “realness,” and creativity. If your brand image is highly professional or you have red tape around your marketing efforts, you should likely look elsewhere.

Lifestyle brands, fashion labels, beauty products, entertainment companies, and tech startups – these are the kinds of companies that typically see success on the app.

But really, the opportunity exists for any type of brand that is interested in using Snapchat’s tools to create immersive, engaging content that resonates with the platform’s users.

How To Get the Right “Tone Of Voice” For Snapchat

I mentioned tone above – and on Snapchat, tone of voice is a big deal. The platform itself is playful and casual, so you’re not likely to find success using an overly formal or professional tone.

Instead, your brand should focus on having a genuine conversation with users and infusing your content with humor.

Here are some tips for nailing the Snapchat tone of voice:

• Keep it light: People go to Snapchat to be entertained. Leave your hard sales pitch at the door.
• Prioritize authenticity: It’s a place to show the human side of your brand, whether it’s through user-generated content or behind-the-scenes Snaps.
• Engage, engage, engage: Snapchat has a ton of interactive tools for engaging directly with users, like polls, Q&As, and more. Put them to use!

How To Create A Snapchat Strategy For Business

So, you want to create a successful Snapchat strategy. You can just start posting content sporadically, right? Wrong.

You need to start by understanding your brand’s goals and audience, and then determining the type of content that will best help you reach those people on Snapchat specifically. Here are some steps you can take to start building your Snapchat strategy:

• Decide what you want to achieve on the platform. Maybe it’s brand awareness, community building, or increasing sales – once you know your goals, you can build your content approach around them.
• Know your audience. As with any kind of marketing strategy, this is crucial.
• Experiment and be creative. Try your hand with some of Snapchat’s different tools (like Bitmoji, AR Lenses, filters, etc.) to create content that resonates with your audience. Don’t just choose one type of content and settle – you can (and should) experiment with a variety of Snaps, Stories, and Spotlight videos.
• Be consistent. All great marketers know that consistency is key – and it’s the same story on Snapchat.
• Keep a good balance. Of course, you want to sell your brand to users, but don’t go all in on self-promotional content. Make sure you’re balancing organic, engaging storytelling with talking about yourself.
• Learn (and follow) Snapchat best practices. This is a no-brainer. Spend time on the platform to find what works, and see how you can adopt it in your own strategy.

Types Of Content That Work Best On Snapchat

Snapchat is all about driving engagement. What does that look like in action? Here are some examples of content approaches that work particularly well on the platform.

1. Sneak Peeks & Teasers

Launching a new product or service? Snapchat is a great place to drive excitement by giving your audience teasers or sneak peeks at what’s to come.

You might think about dropping hints about the product, sharing a quick glimpse, or some other behind-the-scenes moments to encourage anticipation among your Snapchat followers.

Warner Bros., for example, has used teaser content to promote its upcoming movie releases.

2. Behind-The-Scenes Content

Speaking of behind-the-scenes, this type of content is tailor-made for Snapchat.

Showing your audience what goes on behind the curtain at your brand is a clever way to create a sense of exclusivity and make people feel like insiders.

3. User-Generated Content (UGC)

You’ve heard about user-generated content – well, Snapchat is a place where UGC really thrives. Consider prompting your followers to create their own Snaps that feature your products or brand, and then share them along with a custom hashtag. Then, you can amplify the strongest ones in your own Stories.

UGC is proven to be a highly effective way to generate social proof, increase brand loyalty, and build a stronger social community.

Javy Coffee is one example of a brand that leveraged UGC by featuring real customer testimonials and stories about how they enjoy the coffee concentrate. This helped the company create relatable ads that resonated with its audience.

4. Interactive Content

One thing that separates Snapchat from most other social media platforms is its interactivity. And brands have plenty of opportunities to get in on the action!

Try devising interactive moments for your followers, whether it’s a simple poll, a challenge, or a unique AR Lens. These allow users to really get involved and have a fun experience with your brand – and can lead to new UGC for you, as well.

For example, e.l.f. Cosmetics used AR Lenses combined with Bitmoji to allow users to virtually try on makeup, creating a highly interactive experience for its audience.

5. Exclusive Offers

Want to really impress your Snapchat followers? Reward them. From promo codes to exclusive discounts or early bird access to new products, there is no shortage of ways to treat your audience.

It’s great for them but beneficial for you, too. It gives people a reason to keep engaging with your content and following your brand.

Advertising On Snapchat

While organic content is at the heart of Snapchat, the platform also offers some unique and powerful paid advertising options. The company also rolled out a new ad platform update in August 2024 that provides enhanced analytics, improved targeting, and more.

1. Snapchat Ads

Served to users in between user-generated content, these are full-screen, vertical video ads.  They’re not dissimilar to Instagram Stories, and can include interactive elements such as having a user swipe up to visit a website.

The Salvation Army’s Snapchat Ads featured videos depicting real-life stories of individuals impacted by its services, emphasizing themes of hope and transformation. These ads connected emotionally with viewers and included a swipe-up option to learn more or donate, making the content both impactful and actionable.

2. Sponsored AR Lenses

One of Snapchat’s unique offerings is its custom AR Lenses, which brands can create for users to experience.

You can create Lenses that allow users to virtually “try on” products, for example, put people in a humorous visual setting or even have them play games. At times, they can even respond to users’ movements or the environment around them.

These can be hyper-engaging and drive a lot of interactions – like Volkswagen did when it used an AR Lens to enable people to experience its ID.3 electric vehicle virtually. Using the Lens, people could place a virtual model of the car in their environment, explore its features, and even change the color.

3. Filters

These are static overlays that you can apply to your Snaps once they’re created – and brands are able to design their own to delight Snapchat users. These are typically non-interactive but are fun visual enhancements that enable people to add some creative flair to their content.

Post Consumer Brands created its own custom Snapchat Filter to promote its Honeycomb cereal – and it was very sweet!

4. Dynamic Ads

Snapchat’s Dynamic Ads enable brands to automatically create and deliver personalized ads to users based on their behavior and interactions with your company. For example, if a user visits your website and looks at a specific hat, Snapchat might serve them an ad for that product.

If you work for an ecommerce company, these might be particularly interesting to you, as you can automate ad creation based on your product catalog – so you don’t need to lift a finger.

Fashion brand Free People has used Dynamic Ads to automate personalized ads for users, ensuring that those who viewed specific items on its website were later served ads featuring those exact products on Snapchat. It resulted in a 396% increase in demand.

5. Commercials

These are non-skippable Snapchat video ads that usually appear within the platform’s premium content, like Snap Originals.

They’re short – three to six seconds for a Standard Commercial and up to 180 seconds for an Extended Play Commercial (though users can skip after the first 6 seconds) – and are optimized for high visibility.

They typically focus more on storytelling than some of the other ads on the network.

Let’s Get Snapping!

Yes, Snapchat is still an effective marketing platform for reaching younger audiences – but you must be mindful about your strategy and approach.

With its unique blend of high engagement, unique creative tools, and loyal audience, Snapchat offers brands a variety of ways to connect with their target consumers.

Hopefully, this guide has given you the insights and inspiration you need to build a successful Snapchat marketing strategy in 2024.

Now, it’s time to put these ideas into action and start Snapping your way to success.

More resources: 

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