Since 2017, it has been possible to deploy "Snapchat advertising. A lot has changed in the past year. Advertising on Snapchat was mainly "a fun thing" that required a hefty budget. Since then, the possibilities have increased significantly and the platform offers outcomes for all kinds of campaigns, from branding to hard performance targets. During the Snap event, we were updated on the latest developments.
Snapchat ad manager
At the beginning of 2017, advertising on Snapchat was only possible if you purchased a campaign directly from one of the account managers. This required a budget of at least €30,000. Since May 2017, they have a self-service business platform for advertisers. Here you can set up campaigns, similar to Facebook. Today you can advertise from as little as €50 per day with snap ads (videos of up to 10 seconds) and with sponsored filters.
Within the ad manager, the possibilities are increasing when we look at targeting, for example.
For example, it has recently become possible to target much more specifically at the location level. Instead of an entire province, the campaign can be delivered within a radius you can draw yourself. This can be up to 1km specifically, which is a big advantage for many advertisers.
In addition, you can set up look-a-likes of people who have previously visited your website or even made a purchase. It is also possible to reach people who have interacted with a sponsored lens, for example.
Users
'Snapchat is that platform for teenagers, right?' - Yes and no. The young target group 13-17 is proportionally very well represented on the platform, but the largest number of users is in the 18-24 age group. Even in the age group above that, there is still a considerable reach to be had.
Worldwide, Snapchat now has nearly 200 million daily users. In the Netherlands, this is around 2.5 million daily users (4 million Dutch have an account). On average, they spend 30 minutes a day in the app and send 20 snaps a day. Despite the fact that the 13-17 age group is not the majority on the platform, they are by far the most active and therefore the best to reach target group.
'Teens are easily reached on other platforms, right?'-yes, to some extent. The biggest overlap can be seen with Instagram. About 70% of Snapchat users can also be found regularly on Instagram. But at the same time, this also means that 30% cannot be reached here. Compared to Facebook, the additional reach is 43% and perhaps even more striking is that 49% of all Snapchat users cannot be found regularly on Youtube. So with Snapchat you can definitely increase the reach of the campaign.
Next week we will go into more detail about the different advertising options and what objectives you can use them for! Can't wait until then? Then give us a call or email us at steven@stroom.com.