How effective is Snapchat advertising?

In order to determine if Snapchat will be effective for advertising your business, you will need to consider certain factors and the advantages and disadvantages of the platform.

Overview

Snapchat uses the unique nature of content on its platform to set itself apart from other social media platforms.

The effectiveness of this platform for advertising purposes will depend on your specific campaign and the goals you have set for the campaign.

About content on Snapchat

Snapchat initially gained popularity as a social networking application because the content posted on it is only available for a limited period of time.

When users share content with each other, the videos or photos exchanged between users on the platform called “Snaps” will disappear from the chat after 10 seconds, and “Stories” disappear after 24 hours.

The fleeting nature of content on Snapchat is what draws many users back to check in on their profiles multiple times a day and it is what sets the platform apart from other social networking sites. However, this also means that a business’s interaction with users on this platform can be limited.

How effective is Snapchat advertising?

Many advertisers are attracted to Snapchat as a platform for connecting with target audiences through advertised content, because of the highly engaging and immersive way in that advertisements are presented to users on this platform.

It is worth noting that a reported 65 percent of adults from the United States (US) interviewed in a recent study, between the ages of 18 and 29 years old, indicated that they use the Snapchat application.

A further 59 percent of these individuals indicated that they interact with individuals and businesses on the platform daily.

This means that Snapchat can be an especially effective advertising platform if your business appeals to a younger audience.

However, there are various factors about advertising on Snapchat in general and the advantages and disadvantages to consider if you want to know how effective advertising on Snapchat will be for your business.

Considerations for advertising on Snapchat

Since Snapchat is so different from many of the other social networking sites available to advertisers, there are some aspects to take into consideration if you want to determine how effective advertising on Snapchat will be, including:

Aspects Consideration

The younger age of the audience

Since the majority of Snapchat’s audience is under the age of 25, you are marketing to young people on this platform, but the decision to act may be made by a parent who gets their information from other platforms.

The nature of the content on the platform

Content on this platform is visual, has limited text and copy, is interactive, and is shown full screen, which may influence your plan for the campaign.

Your brand image

The interactive and visual nature of content on this platform means that you can be more creative and fun to show off your brand’s personality if this aligns with your overall brand identity.

Reasons why advertising on Snapchat can be effective

There are several reasons why advertising on Snapchat can be an effective way businesses promote their products or services to select audiences. If these reasons align with your campaign goals, then Snapchat will be an effective choice for your business.

These reasons are as follows:

Reason Description

Various call to action options

These include URL visits, phone calls or SMS messages, and app installations.

Buying power of audience

Users on the application have over $1 trillion in direct spending power.

Various advertising formats

Snapchat offers various formats that can increase engagement from your audience.

Integration of advertisements

Advertisements are shown in between regular content on this platform, which is seamless and immersive.

Reasons why advertising on Snapchat may not be effective

There also may be reasons why advertising on Snapchat does not align with your campaign goals and would, in turn, be ineffective.

These reasons are:

Reason Description

Limited reach

If you are targeting an older demographic, your target audience may not be using Snapchat.

Limited types of content

Limited text in advertisements means that you need to rely on visual content to get your message across.

No cross-sharing

Users cannot share your content with other users or platforms, which can limit the reach of your advertisement.

Final thoughts

Snapchat is known for having highly visual and disappearing content. This unique content means that there are several things about the audience and the platform that you need to consider determining whether it will be an effective advertising platform with which to reach your campaign goals.