Snapchat ads: 5 things you should know before investing any money in Snapchat and that nobody is telling you.

The creative conundrum: Getting creatives right for snap takes more effort than it takes for other ad platforms. 

Snapchat is very clear in its intent and aura. It’s fresh, vibrant, young,fanatic, fleeting, interesting and refreshing which brings me to the first and most important point, and that is snap ads. In general you call them creatives. 

Creatives are analogous to the visiting card + sales pitches + monologues from traditional marketing and you want to get that right. Snapchat creatives are a little hard to crack in terms of finesse, intrigue factor, full screen rendering, vertical fit, high definition. 

To get that creative right, you would need to be an expert yourself, or find one, and dedicate money and time into it. So, if you have a creative/graphic team, you should be good to go. 

The device distribution:

Snapchat has a higher ios user base than android. Snapchat audience insights confirms that for the USA (it will probably mean the same for your country) 74% ios and 26% android. What this means for you is, ios users base are premium users and are kind of hard to get, however they produce more lifetime value as they are more likely to purchase in app offerings than android. 

The gender distribution:

Snapchat audience has more women than men. This is something that really separates snapchat from the herd. Sample insight for the US, but we  have verified for many locations including, canada, uk, india, germany, russia  etc and snapchat still has more women than men. 

What does it mean for you marketing strategy:

  • Focus on creatives that are going to be alluring to women. Woman respond to the same sentiment but they need different packaging to get enticed. In my experience of working with a dating app, we tried many creatives but the  one that really works  was a video of that of a woman, talking her heart out about our dating app and the things that the app does for women. This creative got us cheaper installs and higher click swipe  to install rates. 

How does snapchat auction charge you?

Snapchat offers three bidding strategies: target cost,  auto bid, max bid. We will touch upon these another day, but the gist is, it charges you by impressions regardless of which  bidding strategy you  choose. Snapchat charges as per CPM model. In short it is cost per 1000 impressions. For more details on CPM read this. 

Can I  control how much snap charges me per 1000 impressions? 

No. No matter what bidding strategy you choose or how much you bid, you will not be able to control how much you bid. See this screenshot from a live account of ours. 

What is snapchat really good for?

No doubt, given the visual essence of the platform, it is very much a no brainer platform for the ecommerce segment. 

How much snapchat advertising costs?

Snapchat is high key advertising. Advertisers with low budgets (less than 5000 usd pm) may not be able to sustain performance from snapchat advertising. But snapchat has its own premium-ness  of audience, snapchat audience can give you higher lifetime per user value for the very reason that it has the paying age group (18-44) as the largest audience, more ios users than android etc. 

The creative conundrum: Getting creatives right for snap takes more effort than it takes for other ad platforms. 

Snapchat is very clear in its intent and aura. Its fresh, vibrant, young,fanatic, fleeting, interesting and refreshing which brings me to the first and most important point, and that is snap ads. In general you call them creatives. 

Creatives are analogous to the visiting card + sales pitches + monologues from traditional marketing and you want to get that right. Snapchat creatives are a little hard to crack in terms of finesse, intrigue factor, full screen rendering, vertical fit, high definition. 

To get that creative right, you would need to be an expert yourself, or find one, and dedicate money and time into it. So, if you have a creative/graphic team, you should be good to go. 

The device distribution:

Snapchat has a higher ios user base than android. Snapchat audience insights confirms that for the USA (it will probably mean the same for your country) 74% ios and 26% android. What this means for you is, ios users base are premium users and are kind of hard to get, however they produce more lifetime value as they are more likely to purchase in app offerings than android. 

The gender distribution:

Snapchat audience has more women than men. This is something that really separates snapchat from the herd. Sample insight for the US, but we  have verified for many locations including, canada, uk, india, germany, russia  etc and snapchat still has more women than men. 

  • What does it mean for you marketing strategy: 
  • Focus on creatives that are going to be alluring to woman. Woman respond to the same sentiment but they need different packaging to get enticed. In my experience of working with a dating app, we tried many creatives but the  one that really works  was a video of that of a woman, talking her heart out about our dating app and the things that the app does for woman. This creative got us cheaper installs and higher click swipe  to install rates. 

How does snapchat auction charge you?

Snapchat offers three bidding strategies: target cost,  auto bid, max bid. We will touch upon these another day, but the gist is, it charges you by impressions regardless of which  bidding strategy you  choose. Snapchat charges as per CPM model. In short it is cost per 1000 impressions. For more details on CPM read this. 

Can I  control how much snap charges me per 1000 impressions? 

No. No matter what bidding strategy you choose or how much you bid, you will not be able to control how much you bid. See this screenshot from a live account of ours. 

What is snapchat really good for?

No doubt, given the visual essence of the platform, it is very much a no brainer platform for the ecommerce segment. 

How much snapchat advertising costs?

Snapchat is high key advertising. Advertisers with low budgets may not be able to sustain performance from snapchat advertising. But snapchat has its own premium-ness  of audience, snapchat audience can give you higher lifetime per user value for the very reason that it has the paying age group  (18-44) as the largest audience, more ios users than android etc. 

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