Snapchat is one of the best ways to express your brand’s personality
You can use Snapchat to foster more personal relationships with your brand’s followers. But is it useful for advertising and product promotion? The answer to that is, absolutely! Much like getting followers or posting content on Snapchat, the methods of advertising and promoting your brand through Snapchat are unique to the app. This is part one of the blog that will serve as a guide to help your brand navigate one of the unprecedented methods of advertising and promotions developed by Snapchat.
Snapchat offers multiple forms of paid advertising and they can all be effective in reaching a large audience. But this can be a very expensive avenue with ads ranging anywhere from $100,000-$750,000 per day.
The first option for paid advertising is Snap Ads
Snap Ads are mobile video ads with a 10-second video that has a “swipe-up” option for users to view a promotional video in its entirety. According to Snapchat Internal Data, Snap Ads have a swipe-up rate that is five times higher than average click-through rates on other social platforms.
The newest paid advertising option is the sponsored lens. A sponsored lens functions as a facial recognition software that places animated graphics over your face using spatial mapping of your facial features and object recognition. Sponsored lenses typically cost between $500,000 & $750,000 and are fairly labor intensive to create, but some companies have received unbelievable engagement and awareness from this feature.
In May, Taco Bell created a lens that turns your face into a talking taco. I know, it sounds silly. People turning themselves into tacos. But, it was a huge success. We went to Snapchat.com to capture the image for you as it may be hard to imagine.
This lens was viewed 224 million times and the average Snapchat user played with it for 24 seconds before sending it to friends. Snapchat has created a serious competitive advantage for their company by innovating a form of advertisement that consumers can tangibly use and have fun with. Many marketers are seeking more data and metrics about how the lenses impact their bottom line. Still, there is no denying that sponsored lenses reach a large audience and are very effective at generating buzz.
Stay tuned next week to hear about the other paid advertising options that hardly feels like paid advertising due to its affordability and practicality for brands.