Since the initial launch of the widely popular app Snapchat in 2011, the platform has continued to grow and now more businesses and brands than ever are making full use of this social platform. In its simplest form, Snapchat is a mobile app for sharing quick, raw, unpolished pictures and videos, or “snaps” that only last 10 seconds before disappearing. One of Snapchat’s most popular features is stories, stories can be viewed by everyone you are friends with or everyone who adds you and much like regular snaps can be viewed for up to 10 seconds however they can also be re-watched over a 24 hour period.
Studies show under 25 year olds make up 60% of Snapchat users, the largest age group being 18-24 year olds (37%).
What are Snap Ads?
Snap ads are made of up to 10 seconds of vertical video and are created for mobile viewing. Snap ads allow advertisers to create engaging multimedia adverts that match the format 150 million Snapchat users already know and love.
There are currently four types of Snap Ads available for us to use. We work alongside our partner at Snapchat to make these Snap ads that have up to 5x swipe up rate vs. average click through rates on comparable platforms and up to 2x higher visual attention vs. comparable platforms. Snap ads appear in between friends stories and publishers.
Snapchat uses a system called Snap Audience Match to let advertisers target, exclude or build lookalikes from an existing audience list. Match targeting lets us match your audience reaching only the people you are looking to target. Lookalike Targeting offers a way to expand the reach by finding users with similar traits that the advertiser has already specified.
Snap ads – Web View
Web view snap ads allow the user to instantly access websites from your ad without even opening a browser. They allow you to drive snap chatters to the website you have chosen smoothly, immersing them in a slick full-screen experience. Your chosen web page is already pre-loaded before the user swipes meaning it will appear instantly, encouraging users to stay on the page.
Snap ads – Long-Form video
When the initial 10 second of video that makes up the advert isn’t enough long-form video ads allow the user to swipe up for more content, the first 10 seconds lets you tease the users with a preview building excitement and enticing the users to then swipe up.
When Snapchat users swipe, your extended video will be pre-loaded and ready to watch.
Snap ads – App install
App install allows users to easily install apps from your ad without even leaving the Snapchat app. Users are able to swipe up and directly access the app store page within Snapchat and with one simple tap, the app will install in the background. Creating a seamless experience from exciting ad to installing your app straight to their phones.
Snap ads – Article
Snap ads with articles allow advertisers to tell their stories using a variety of media types. These ads are similar to ads you would see in the Discover section of Snapchat. Articles can include text, in-line videos that auto play, GIFs and images, users will then swipe up for your full article.
There is a minimum £3000 budget required for Snap Ads.
A Snapchat Geofilter is an overlay that you can put over your snap that gives your location. Most cities have community Geofilters designed by Snapchat. They are a fun way to show your followers what town you’re in or if you’re on holiday where you’re visiting. The community Geofilters are not allowed business logos. However, On-Demand Geofilters can be purchased by businesses for events or special occasions around a specified location. There are also annual On-Demand Geofilters, meaning businesses can purchase a Geofilter around their chosen location for a year. The design can be changed throughout the year to tie the Geofilter in with events throughout the year.
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Touchpoint is effective, successful and great to work with. We were looking to increase awareness surrounding our Computer Science course; Touchpoint responded promptly and followed up with a plan of action. The campaign was a wonderful success, with a 70% increase in applications. We will continue to develop our relationship with them.
Touchpoint was appointed to run our summer recruitment marketing campaign. They demonstrated a robust and insightful understanding of our target market and provided innovative and creative approaches to reaching audiences successfully. With their flexible, reactive attitude and personable, professional customer service, they have proven to be a pleasure to work with.
I’ve worked with Touchpoint Digital for two years and they have always been a great source of knowledge and advice in planning and running effective digital communications campaigns. Professional (yet friendly) and always happy to help. They know their stuff too - as our campaign measurements prove.
Having worked for many years, over many campaigns, with Touchpoint Digital, I have no hesitation in recommending them to colleagues in the HE sector. The team is a pleasure to deal with – extremely skilled, helpful and flexible in their approach. Their account management is excellent. I have found them to be accommodating and helpful even after the end of a contract, which is something I have greatly appreciated. Touchpoint Digital are proactive in bringing new ideas, trends and innovations to the attention of clients and their knowledge of digital marketing in HE are second to none.
I have worked with Touchpoint Digital for almost 3 years supporting SAE Institute on a number of digital and print campaigns. The team are professional, responsive and always on top of the latest trends/tech to enhance our marketing campaigns.