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Pro Tips: Snapchat Shares Insights into Key Platform Marketing Approaches, and Trends Generating Results

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pro tips snapchat shares insights into key platform marketing approaches and trends generating results

While TikTok may have taken its mantle as the cool kid on the social media block, Snapchat has established itself as a key connection platform for many users, with the app’s privacy focus and content nous helping it carve a niche in the social media landscape, and succeed where many others have fallen short.

Snapchat’s achieving particularly significant success in driving audience engagement, and building a platform that aligns with modern community-building approaches. Users looking for smaller, more private groups, where content won’t necessarily stick around to haunt them, have formed solid bonds in the app, while younger audiences continue to download the app in big numbers, as they seek a space to share more intimate engagement, or catch up on the platform’s growing library of Discover shows.

Indeed, according to Snap, it now reaches 75% of Millennial and Gen Z users, while Snapchat users also spend over 30 minutes per day in the app, on average.

These are impressive figures, and while it may not have the reach of Facebook, it arguably has more resonance, and influence over those engaging via Snap.

Which also presents opportunity, and if you’re looking to tap into Snapchat for your marketing efforts, and boost your brand among younger audiences, then these tips will help. We recently spoke to Luke Kallis, Snap’s VP of US Advertiser Solutions, to get his insights on the latest trends that he’s seeing, as well as examples of how marketers are generating results with the Snapchat audience.

Q: What ad/promotional elements are seeing the best response on Snapchat right now?

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LK: Ads on Snapchat perform well across the entire marketing funnel, and Snap offers a broad range of goals, bidding options, and end-results for ad optimization – from awareness and shares to clicks, visits, purchases, and more.

Snap’s advanced measurement, reporting, and optimization capabilities have been a cornerstone of the ads platform, helping marketers optimize campaigns to deliver the best possible results. From Brand marketers looking to raise awareness at the top of the funnel, to performance marketers seeking conversions, advertising on Snapchat is a compelling way to meet any objective.

We also believe that for advertisers of any size, seeking any objective, there is deep, long-term value in reaching our audience of 13-34 year-olds. This audience is passionate and engaged, and many are at the ages when they’re beginning to build brand loyalties as they go through major life milestones.

Our community opens the Snapchat app 30 times a day on average and globally, the Snapchat generation carries over $4.4 trillion in purchasing power. As a whole, these considerations are driving the best results in the app at present.

Snapchat Q2 performance data

Q: What’s the key to an effective marketing strategy on Snapchat?

LK: We find that marketing on Snapchat is most effective when brands leverage multiple ad products tied to a defined advertising goal.

For example, for brands looking to raise brand awareness, a great way to achieve that goal is by combining an AR Lens with Snap Ads, and/or Commercials (video ads). This type of multi-product execution tends to achieve stronger overall results than any individual ad format in isolation.

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Q: What’s the most common mistake you see brands make with their Snapchat approach?

LK: While AR Lenses are often seen as a great short-term activation to boost brand awareness, some overlook the longer term brand value of AR tools.

Many brands are actually finding success running what we refer to as ‘always-on AR’,  where they keep AR Lens campaigns running beyond a single moment, and these campaigns are seeing really positive results.

We all know that AR stands for ‘Augmented Reality’, but at Snap, we believe it also stands for ‘Additional Reach’ and ‘Accelerated Results’. When added to a Snap Ad campaign, AR reaches an incremental 31% of our audience who are using the camera.

Similar to a Super Bowl commercial, Lenses work well for both splashy, one-off moments, and for driving high-impact lower funnel results when run continuously as part of a brand’s broader Snapchat multi-product advertising strategy.

Snapchat AR ads examples

Q: What’s a good example of a brand that’s achieving strong results with Snapchat marketing?

LK: Driving efficient, impactful results for our brand partners is a key part of Snapchat’s value proposition and we’ve seen many great examples of brands that are driving success on the platform.

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A few of those include:

  • Smile Direct Club leveraged our Goal-Based Bidding (GBB) Click optimization for AR, which drove 49% of Snap customer leads in Q2, and was the most effective ad unit at driving traffic for their business compared to other social channels. The success of the Lens ultimately encouraged Smile Direct Club to include AR Lenses as part of their long-term business strategy.
  • DAZN launched a multi-product campaign that utilized AR Lenses, Snap Ads, Story Ads and Commercials, in order to drive awareness for its live sports channels, installs for its app, and subscriptions for its streaming service. DAZN leveraged our new GBB App Install optimization for AR, which not only drove incremental installs, but also reached millions of unique Snapchatters. The overall campaign resulted in lifts in both installs and subscriptions, and drove more Snapchatters to its platform.
  • Booking.com employed a strategy that used Dynamic Ads to reach new customers on Snapchat. By utilizing our Dynamic Ad solution for travel, they were able to pull images directly from their product catalog that displayed relevant and visually appealing destination photos and features. This helped Booking.com unlock an incremental audience within the United States, which resulted in a positive lift in bookings across both their website and their app, and delivered a cost per incremental booking (CPIB) of approximately 36% lower than their goal.

Q: What would be your top tip for someone starting out with Snapchat marketing?

LK: Our self-serve ad platform makes it incredibly fast and easy to get started advertising on Snapchat. We offer a wide variety of tools to help any size business build compelling, creative ads – even for augmented reality Lenses that all deliver proven business results.

You can learn more about Snapchat’s various ad tools and options here.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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