What is advertising on Snapchat?

Advertising on Snapchat works by businesses using the Ads Manager tool and following the process to create advertisements in different formats that appear to users on the platform.


The way content on the Snapchat platform is presented to users makes it stand out from that of other social networking sites.

Advertising on Snapchat works in the form of content being integrated into the regular content that users see.

What is unique about the content on Snapchat?

Snapchat is one of the most unique global social networking platforms available to users. This is as a result of highly personal and digitally-advanced content that focuses on videos and photos rather than text, as well as the fact that the content is only available for a limited amount of time.

This encourages users to be much more engaged with the content they consume on the platform, meaning that they actually intentionally focus on the content and have the sound turned on.

It also means users will likely interact with the built-in features that enhance this content in order to create their own creative and personal content on the platform.

What is advertising on Snapchat?

In order to advertise on the Snapchat platform, you first need to create a business account. Once you have created this account, you can start the process of advertising on Snapchat.

Snapchat advertisements, or “Snapchat Ads” as they are coined on the platform, are short videos or photo content that appear as full-screen videos between the regular content that users watch or consume on the platform.

This means that if a specific Snapchat user that falls into the target audience that you specified for your advertisement is scrolling through their friends’ stories and other content on the platform, your video will probably appear somewhere in between this content.

Essentially, Snapchat advertising is integrated with normal content on the platform, which gives users a more immersive experience when they are viewing the advertisement and can help increase your audience engagement with your advertisements.

To properly understand what Snapchat advertising is, you also have to understand what the process is, what types of advertisements are available, and what the Ads Manager tool is.

What is the process for advertising on Snapchat?

There are five main steps involved in the process of advertising on Snapchat. The steps in this process are as follows:

Step in the process Description
Step 1: Create a Snapchat business account Visit ads.snapchat.com to create a business account so that you can gain access to the Ads Manager panel.
Step 2: Choose how to create your advertisement Choose whether you want to have an Instant Create or Advanced Create advertisement.
Step 3: Select a goal for your campaign Choose appropriate calls to action, or engagement tactics that will help you achieve your goal.
Step 4: Choose your audience, budget, and bid Choose the options that will fit in with your business and work towards the goals you have set for the campaign.
Step 5: Create the advertisement Create an advertisement that will engage and pique the interest of your target audience.

What are the types of advertisements on Snapchat?

One of the most important factors in ensuring that you engage your audience and reach your campaign goals when advertising on Snapchat is choosing the right advertising format. The different formats offered by Snapchat are listed below.

Advertising format Description
Full-screen image or video A photo or video that takes up the entire screen on which users can swipe up for more information
Story advertisements Branded content, featured through a branded tile
Collection advertisements Offers multiple tiles for users to click on and view
Commercials Content that cannot be skipped and is curated by Snapchat
AR Lens advertisements An interactive and memorable way for users to view your content
Filter advertisements Overlays that users can use to create their own content

What is the Ads Manager tool and how does it work?

The Snapchat Ads Manager is a dashboard where you can create and manage all of your advertisements, ad sets, and campaigns that you want to launch on the platform.

This dashboard allows you to view, monitor, adjust, and control the advertising, assets, creative content, analytics, and business aspects of your advertisements on the platform, all in one place.

This convenience ensures that you are getting the best possible return on your investment from your advertisements.

Final thoughts

There are many aspects that make the content on Snapchat unique to the platform.

Advertisements, however, blend seamlessly into this unique content when the correct procedure is followed, and the correct formats are selected. Formats can be managed through the Ads Manager tool.