BLOG Snapchat Ads: Looking at the Pros and Cons

Published: Nov 28, 2023 9 min read
Reading Time: 9 minutes

Advertising on Snapchat can be a great way to get your brand, products or services in front of thousands — maybe even millions — of potential customers. For example, food-based social media personalities like Keith Lee, Bayashi’s Kitchen, and Chef Cuso have all gone viral with the help of Snapchat!

With its highly engaged and connected users, businesses large and small have been using the app as an effective tool for better ROI from their campaigns. But it’s important to understand both the benefits and drawbacks of this digital marketing platform before deciding if it is right for you. In this blog post we’ll explore some of the advantages and disadvantages that come with advertising on Snapchat so you can make an informed decision about its suitability for your business needs.

What Are Snapchat Ads and How Do They Work 

Snapchat ads are an avenue for brands to connect with their audience through these stories. Snapchat ads are short, vertically oriented videos or images that appear between daily stories, while swiping through stories, or in the Discover section. These ads are placed in context with the user’s overall Snapchat experience, making them more engaging and personalized. These ads are effective because they are difficult to ignore and can quickly capture the attention of the audience. 

To make their ads stand out, advertisers are advised to make use of eye-catching visuals and tell a compelling story in just a few seconds. Snapchat also offers targeting options that allow advertisers to reach their specific target audience effectively. The platform’s ad targeting options include:

  • Location
    • Cities
    • States
    • Countries
    • Postal codes 
  • Demographics
    • Age range
    • Gender
    • Education
    • Income
    • Marital and parental status
  • Predefined Audiences
    • What customers like to do
    • Where they like to go
    • Where they shop

With this, Snapchat ads can drive engagement, increase brand awareness, and attract new customers to their business. Furthermore, with Snapchat’s daily active users reaching over 406 million, the potential for brands to reach a large audience is significant. Snapchat ads are undoubtedly a valuable tool for any business looking to capitalize on the mobile market.

Pros of Advertising on Snapchat 

snapchatAdvertising is an essential aspect of any business that seeks to reach a larger audience. Snapchat, a popular social media platform, provides an excellent opportunity for advertisers to expand their reach and engage with millennials. The pros of advertising on Snapchat are numerous and cannot be ignored. Firstly, Snapchat has over 406 million monthly active users, with the majority being between the ages of 18 and 34. This demographic is highly sought after by advertisers due to their spending power and influence on social media.

Secondly, Snapchat’s unique features, such as filters and lenses, make it easier to create and share engaging ads that resonate with viewers. Additionally, the platform boasts a complex algorithm that prioritizes relevant ads for users.

Finally, Snapchat’s “swipe up” feature allows businesses to drive traffic to their websites and increase conversions. With all these advantages, it’s clear to see why Snapchat is an excellent platform for businesses looking to reach a wider audience and boost their bottom line.

Cons of Advertising on Snapchat

Advertising on Snapchat may seem like a viable strategy, given the platform’s younger demographic and high engagement rates. However, with any platform, there are some drawbacks to advertising on this social media platform. 

Firstly, Snapchat’s lack of link-sharing capabilities is one of concern. It can hinder advertisers from driving traffic to their website or other online platforms. Thus, user engagement is limited and re-sharing becomes an issue. 

Moreover, Snapchat’s temporary nature means that once an ad disappears, it’s gone until you stumble upon it once more, which can limit its overall impact. Ultimately, while Snapchat may be a useful tool for some businesses, it’s crucial to weigh up the pros and cons before investing in this platform’s advertising capabilities.

Utilizing Key Demographics to Target Your Audience 

Snapchat is one of the most popular social media apps among millennials and Gen Z. With over 406 million active users daily, the platform presents a great opportunity for businesses to reach their target audience. To maximize the effectiveness of Snapchat ads, it is important to understand the demographic that the business wants to reach. This includes their age, gender, location, and interests. 

By utilizing this key demographic information, businesses can create highly targeted ads that speak directly to their desired audience. Additionally, Snapchat’s ability to support vertical video ads has proven to be highly effective in attracting and retaining the attention of the younger generation. By taking advantage of these key features, businesses can create successful Snapchat ad campaigns that effectively reach their desired audience.

Crafting a Creative Ad That Stands Out 

Focus on creating content that captures the viewer’s attention within the first few seconds and creates a lasting impression. Leverage the platform’s unique features, such as filters, lenses, and augmented reality tools, to create interactive and personalized experiences for your audience. Ensure that ads are visually appealing, easy to understand, and promote brand awareness effectively. The key to crafting a successful ad on Snapchat is to experiment with different strategies and continually improve based on metrics and feedback. By staying up-to-date on current trends and utilizing unique features, advertisers can create a compelling Snapchat ad that stands out and resonates with viewers.

Best Practices for Optimizing Your Ad Spend on Snapchat

Per Snapchat’s website, “You can spend as little as $5 a day, but we recommend at least $20-50 per day to help your ad complete the Exploration Phase, which our system uses to learn who in your audience is most likely to take action on your ad. The faster your ad completes the Exploration Phase, the sooner we can optimize its performance.”

With limited budgets, it’s essential to optimize your ad spend to achieve the best results possible. One of the most significant factors in optimizing your ad spend on Snapchat is by carefully selecting your targeting options. You can target Snap Ads based on age, gender, location, interest, and behaviors. Utilizing the platform’s Lookalike audience tool can also help you find highly qualified audiences that resemble your current customers. 

Another crucial best practice for optimizing your ad spend is by focusing on creating high-quality content that resonates with your audience. Your ads should be visually appealing and relatable, with a clear call-to-action. 

Lastly, regularly analyzing your ad campaign’s performance can help you adjust your ad spend accordingly. Keep an eye on metrics such as amount spent, clicks, and click rate to see what aspects of your campaign are working and what needs to be changed. By following these best practices, you can maximize your return on investment and achieve long-term success on Snapchat.

ONE18MEDIA are Paid Ads Experts!

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