​Snapchat Ads: Get In On the Action

17 August 2016

Snapchat Ads: Get In On the Action

Snapchat, the image- and video-based social networking platform popular with young people, has made impressive progress with its advertising options for marketers. Although some were unsure how the brand was going to monetise, it has developed some advertising options that are likely to prove popular with marketers, and that – so far at least – do not seem to feel intrusive or annoying to its users.

Snapchat demographics

More than 30% of teenagers report that Snapchat is the most important social media platform they use. 70% of its users are millennials, and 60% of users who are at university say that they would buy from a brand that sent them a coupon via Snapchat. Over half of all Snapchat users use the app at least once a day and, in the US, more than 60% of smartphone users between the ages of 13 and 34 are on Snapchat.

Looking at a breakdown of demographic stats comparing Snapchat to other social networks, Snapchat has the highest proportion of users aged between 18 and 24 (45%, compared to Vine’s 28%, Instagram’s 23%, Twitter’s 19% and Facebook’s 16%). It has the smallest number of users aged 65+, and comes joint first in the number of 25 – 34 users, along with Instagram and Pinterest, at 26%.

However, around 50% of new Snapchat users are over the age of 25, so advertisers would be unwise to disregard the older demographics altogether. The platform is potentially becoming more mainstream, leaving its ‘young’ demographic stereotype behind, so don’t dismiss Snapchat as an advertising option if your ideal customer demographic is above the age of 25 or so.

Snapchat ads

Ads are starting to appear on Snapchat between the stories users see from their friends and contacts. Users can skip the ads they don’t want to see. Snapchatters already watch over 10 billion videos per day, so adding carefully crafted advertising videos that cater to the demographic well could be a very smart move for companies that are relevant to this age group.

There are different types of Snapchat ad that brands can engage in:

Snap Ads: Snap Ads are mobile video ads that can include an interactive element. They are made up of a vertical, full-screen video that lasts for 10 seconds and shows up between other Snaps. Users can swip

Sponsored Geofilters: Marketers can nominate a location and make Sponsored Geofilters available for users looking for filters to use when they are in that location. These Sponsored Geofilters allow a tiny piece of art that your business creates to be shared in organic Snaps by active users.e up to see extended content, such as an ad for an app install, an article, a longer video or a mobile website.

Sponsored Lenses: Snapchatters are reported to spend approximately 20 seconds playing with Sponsored Lenses, which are interactive ads that include prompts that trigger further animations.

Imran Khan, from Snapchat, told AdWeek, “Different marketers have different objectives, and we just want to make it easier for them to buy ads on the platform," Khan explains. "We want [brands] to have a place where they can tell their stories, you know, in a better way."