Snapchat Marketing: Authenticity & Ephemeral Content

58 Comments / Social Media Advertising, Marketing / By Sharif Dollar

What is Snapchat?

Before learning about Snapchat Marketing, let’s first discuss what is Snapchat? Snapchat is a one-to-one and group messaging app for sending photos, videos, and text messages that disappear in seconds. It has several features including Stories (photos or videos that can be replayed for 24 hours), Memories (saved photos for future viewing and sharing), and filters and stickers (to embellish messages).

Snapchat Stats

Here are some statistics on Snapchat:

Daily Active Users: Snapchat boasted about 293 million daily active users (DAUs) in the second quarter of 2021.
Demographics: In the U.S., Snapchat is especially popular among younger demographics:
- Over 90% of all 13-24-year-olds in the U.S. used Snapchat.
- Around 75% of all 13-34-year-olds were on the platform.
Content Engagement: Over 5 billion Snaps were created daily in 2021.
Discover Content: More than 125 million people used the Discover feature on Snapchat every month.
Snap Originals: The platform’s original shows and content have been drawing significant audiences. For instance, the show “Nikita Unfiltered” drew over 21 million viewers within its first week in 2020.
Revenue: In Q2 2021, Snapchat’s revenue was approximately $982 million, marking a significant increase from the previous year.
Augmented Reality (AR): AR is a significant feature for Snapchat. Over 200 million users engaged with AR on Snapchat daily.
Spotlight: Snapchat’s Spotlight feature, a competitor to TikTok, was launched in late 2020. As of mid-2021, it had more than 125 million monthly active users.

Who Are The Users of Snapchat?

Snapchat users are a diverse group, with the platform seeing engagement from various age groups and regions around the world. However, some distinct characteristics and trends have been noted:

Young Demographics: One of the most defining features of Snapchat’s user base is its appeal to younger audiences.
- In the U.S., for instance, over 90% of individuals between the ages of 13 and 24 used Snapchat as of 2021.
- Approximately 75% of people between the ages of 13 and 34 were on the platform in the U.S.
Global Users: While the United States has been one of Snapchat’s primary markets, the platform has users from all around the world. As of 2021, North America and Europe were significant markets, but the platform was also seeing growth in other regions.
Gender Distribution: Earlier in its history, Snapchat skewed slightly more female in its user base, but this has balanced out over time. However, exact distributions can vary depending on the region or country in question.
Diverse Content Creators: Snapchat Spotlight and Discover features allow content creators from different backgrounds and interests to share their stories. This means the platform sees a mix of celebrities, influencers, news outlets, and everyday users contributing content.
Engaged Users: Many users on Snapchat are highly engaged, often checking the app multiple times a day and interacting with friends, consuming content, and using the platform’s AR features.
Evolving Demographics: While younger users dominate the platform, Snapchat has made efforts to appeal to older demographics over time. Features like Discover, which includes news and editorial content, are designed to appeal to a broader audience.
Augmented Reality (AR) Enthusiasts: Given Snapchat’s focus on AR features like lenses and filters, many of its users are keen on using and experimenting with AR.

How to Use Snapchat for Business

Using Snapchat for business can be a valuable strategy to reach a younger and engaged audience. Here are steps to help you use Snapchat effectively for your business:

Create a Snapchat Business Account:
- If you don’t already have a personal account, create a business account on Snapchat. Use a recognizable profile picture and a username that reflects your brand.
Understand Your Audience:
- Snapchat primarily attracts a younger audience. Understand your target demographic and tailor your content accordingly.
Set Clear Goals:
- Determine what you want to achieve with Snapchat, whether it’s brand awareness, engagement, lead generation, or direct sales. Your goals will guide your content and strategy.
Content Strategy:
- Snapchat is all about short-lived, visual content. Create engaging Stories, Snaps, and Lenses that are interesting, entertaining, or informative.
- Show behind-the-scenes content, sneak peeks, product launches, and exclusive offers.
- Use AR filters and lenses to engage users and promote your products or brand.
- Consider using Snapchat Discover for longer-form content and articles.
Consistent Posting Schedule:
- Maintain a regular posting schedule to keep your audience engaged. Consistency is key to retaining followers.
Promote Your Snapchat Account:
- Cross-promote your Snapchat account on other social media platforms, your website, email newsletters, and in-store if applicable.
Engage with Your Audience:
- Respond to comments and messages promptly. Engagement is essential for building a loyal following.
Use Snapchat Ads:
- Snapchat offers various advertising options like Snap Ads, Sponsored Lenses, and Filters. Consider using these to reach a broader audience.
Track and Analyze Metrics:
- Use Snapchat Insights to monitor your performance. Analyze metrics like Story views, engagement rates, and demographics to refine your strategy.
Collaborate with Influencers:
- Partner with Snapchat influencers who align with your brand. They can help you reach a wider audience and add authenticity to your campaigns.
Host Contests and Giveaways:
- Organize Snapchat-exclusive contests and giveaways to boost engagement and reward your followers.
Stay Updated with Trends:
- Snapchat continually evolves with new features and trends. Stay updated and adapt your strategy accordingly.
Use Snap Map:
- If your business has a physical location, consider using Snap Map to showcase events, promotions, or activities happening at your store or office.
Measure ROI:
- Evaluate your Snapchat marketing efforts by measuring the return on investment. This could include tracking website visits, sales, or other relevant KPIs.
Stay Authentic:
- Snapchat users appreciate authenticity. Don’t overly stage your content; instead, showcase the human side of your brand.
Be Mindful of Privacy:
- Respect user privacy and adhere to Snapchat’s guidelines and policies.
Experiment and Adapt:
- Don’t be afraid to try new strategies and adjust your approach based on what works best for your business and audience.

Top Benefits of Snapchat for Business

Snapchat can offer several benefits for businesses, especially if they are targeting a younger and highly engaged audience. Here are some of the top benefits of using Snapchat for business:

Reach a Younger Audience: Snapchat is particularly popular among users aged 18 to 34, making it an ideal platform for businesses targeting a younger demographic.
High Engagement: Snapchat’s Stories feature encourages frequent and interactive engagement with followers, as they can easily tap through Snaps. This can help build a more loyal and active audience.
Authenticity: Snapchat’s temporary nature and focus on real-time content make it a platform where businesses can showcase a more authentic and unfiltered side of their brand.
Creative Marketing Opportunities: Snapchat offers a range of creative tools, such as AR lenses and filters, which can be used to create engaging and interactive marketing campaigns.
Exclusive Content: Brands can provide followers with exclusive content, behind-the-scenes glimpses, product teasers, and limited-time offers to keep them engaged and interested.
Storytelling: Snapchat’s format encourages storytelling through sequential Snaps, allowing businesses to convey narratives, showcase products, and communicate their brand message effectively.
Geotargeting: Businesses can use geofilters and geotags to target specific locations and events, making their marketing efforts more relevant to local audiences.
Influencer Marketing: Partnering with Snapchat influencers can help businesses tap into the influencer’s engaged follower base and leverage their credibility for brand promotion.
Analytics and Insights: Snapchat provides analytics tools that allow businesses to track performance metrics, including Story views, engagement rates, and audience demographics, helping them refine their strategy.
Snap Ads: Snapchat offers advertising options, such as Snap Ads, Sponsored Lenses, and Filters, which can help businesses reach a wider audience and drive specific actions like app installs or website visits.
Innovative Advertising Formats: Snapchat is known for its creative and innovative ad formats, which can capture the attention of users and make ads more memorable.
Ephemeral Marketing: The temporary nature of Snapchat content can create a sense of urgency and encourage users to engage with and act upon marketing messages quickly.
Community Building: Snapchat can be used to build a community around your brand, with users feeling like they are part of something exclusive.
Cost-Effective Marketing: Compared to some other social media advertising options, Snapchat ads can be cost-effective, especially for reaching a highly targeted audience.
Stay Current with Trends: Snapchat often introduces new features and trends, allowing businesses to stay at the forefront of digital marketing and experiment with new strategies.
In-App Purchases: If your business offers digital products or services, you can leverage in-app purchases within Snapchat to make transactions more convenient for users.

Snapchat Ad Types and Specs

Snapchat offers several ad types to help businesses reach their target audience effectively. Here are some of the main ad types along with their specifications:

Snap Ads:
- Format: Full-screen vertical video ads with an optional attachment.
- Video Length: Up to 3 minutes.
- Aspect Ratio: 9:16 (1080×1920 pixels).
- File Type: MP4 or MOV.
- File Size: Up to 1 GB.
- Attachments: You can add an optional attachment such as a web link, app install link, long-form video, or article to your Snap Ad.
Sponsored Lenses:
- Format: Augmented Reality (AR) lenses that users can apply to their selfies.
- Lens Design: Design your own lens or work with Snapchat’s Lens Studio.
- Lens Duration: Typically, one day.
- Targeting: Lenses can be targeted to specific locations and events.
- Pricing: Costs can vary depending on factors like lens complexity and duration.
Sponsored Filters:
- Format: Geofilters or branded filters that users can add to their photos or videos.
- Filter Design: Create custom filters using Snapchat’s Geofilter or Lens Studio.
- Filter Duration: Varies based on your campaign duration and budget.
- Geofilter Pricing: Cost depends on the size of the geofenced area and the duration of the campaign.
- Lens Studio Pricing: Costs can vary based on the complexity of the filter.
Collection Ads:
- Format: A series of tiles that users can tap to view different products or content.
- Recommended Image Size: 1080×1920 pixels.
- File Type: MP4 or MOV for video tiles.
- Video Length: Up to 3 minutes for video tiles.
- Attachments: Each tile can include a headline, description, and URL.
Story Ads:
- Format: Full-screen ads that appear within the Discover section of the app.
- Image/Video Size: 1080×1920 pixels for images, MP4 or MOV for videos.
- Video Length: Up to 3 minutes.
- Attachments: Include a headline, long-form video, or article attachment.
Dynamic Ads:
- Format: Automated ads that use product catalogs to create personalized ads for users.
- Supported Objectives: E-commerce, app installs, and retargeting.
- Creative: Generated dynamically based on your product catalog and user behavior.
Promoted Stories:
- Format: Sponsored Stories that appear in the user’s Stories feed.
- Length: Up to 20 Snaps.
- Attachment: Can include attachments like web links and app install links.
Snap Map Ads:
- Format: Location-based ads that appear on the Snap Map.
- Targeting: You can target specific locations or events.
- Attachment: Include an attachment with a link or video.
Commercials:
- Format: Longer video ads (up to 3 minutes) that appear within premium Snapchat Shows and Publisher Stories.
- Video Length: Up to 3 minutes.
- Aspect Ratio: 9:16 (1080×1920 pixels).
- Attachments: Can include attachments like web links and app install links.

Please note that Snapchat’s ad specifications and offerings may change over time, so it’s essential to check their official advertising platform or consult with a Snapchat representative for the most up-to-date information and guidance on creating and running ads on the platform.

Types of Engaging Content to Post on Snapchat

To engage your audience effectively on Snapchat, it’s crucial to create content that is not only visually appealing but also aligns with the platform’s short-lived and real-time nature. Here are some types of engaging content you can post on Snapchat:

Behind-the-Scenes Sneak Peeks:
- Show your audience what goes on behind the scenes at your company or during events. This adds an element of exclusivity and authenticity to your brand.
Product Teasers and Reveals:
- Generate excitement by teasing upcoming product launches or revealing new products. Snapchatters love getting a first look at something new.
How-to Tutorials and Tips:
- Share short and snappy tutorials or tips related to your industry or products. These can be educational and engaging.
User-Generated Content (UGC):
- Encourage your followers to create and share content related to your brand. Reposting UGC not only engages your audience but also builds a sense of community.
Interactive Polls and Quizzes:
- Use Snapchat’s interactive features like polls and quizzes to engage with your audience. Ask questions, seek opinions, or create fun quizzes related to your brand.
Contests and Giveaways:
- Host contests or giveaways exclusively for your Snapchat followers. Make sure the entry process is engaging and encourages user participation.
Storytelling Series:
- Create serialized stories or themes that keep your audience coming back for more. Each day, add a new part to the story to maintain interest.
Influencer Collaborations:
- Partner with influencers relevant to your niche for takeovers or collaborative content. Their followers may become interested in your brand.
User Q&A Sessions:
- Host live Q&A sessions where you answer questions from your audience in real-time. This fosters direct engagement and builds trust.
Exclusive Discounts and Promotions:
- Share time-limited discounts and promo codes with your Snapchat audience. Make sure to create a sense of urgency.
Event Coverage:
- Whether it’s a company event, trade show, or industry conference, give your followers an inside look at what’s happening in real-time.
Mini Stories and Tutorials:
- Break down a longer story or tutorial into a series of short Snaps that users can tap through. This keeps them engaged and coming back for more.
Customer Testimonials and Reviews:
- Share positive customer feedback, reviews, or testimonials in a visually appealing way.
Daily Challenges or Activities:
- Create daily challenges or activities for your followers to participate in. These can be fun and engaging, encouraging daily interaction.
Holiday and Seasonal Content:
- Tailor your content to holidays, seasons, or special occasions. Use themed filters, lenses, and Snaps to connect with your audience during these times.
Educational Content:

Share interesting facts, trivia, or informative content related to your industry or products. Keep it concise and visually appealing.

How to Set Up Snapchat for Business

Setting up Snapchat for business involves creating a Snapchat Business Account, optimizing your profile, and utilizing Snapchat’s advertising features. Here’s a step-by-step guide to help you get started:

Create a Snapchat Business Account:
- Download the Snapchat app: If you don’t already have it, download the Snapchat app from the App Store (iOS) or Google Play Store (Android).
- Sign up or log in: Open the app and either log in with your existing personal Snapchat account or sign up for a new business account. If you’re creating a new account, be sure to select “Business” during the registration process.
Set Up Your Business Profile:
- Customize your profile: Once you’re logged in, go to your profile by tapping on your Bitmoji or profile icon in the top left corner. Add your business name, profile picture, and a short bio that represents your brand.
- Add contact information: Under “Settings,” make sure to provide contact information like your website URL and business email so users can easily connect with you.
- Verify your account: Consider verifying your Snapchat Business Account to add a layer of authenticity and trust to your profile. This involves providing additional information about your business to Snapchat.
Understand Snapchat’s Advertising Options:
- Familiarize yourself with Snapchat’s advertising platform: Learn about the different ad types, targeting options, and ad formats available on Snapchat.
- Determine your advertising budget: Decide how much you’re willing to spend on Snapchat advertising campaigns. You can set daily or lifetime budgets.
Create Engaging Content:
- Develop a content strategy: Plan the type of content you want to post on your Snapchat Story. Consider content that aligns with your brand and resonates with your target audience.
- Create engaging Snaps: Use Snapchat’s creative tools like filters, lenses, stickers, and captions to make your Snaps visually appealing.
- Stay authentic: Snapchat users appreciate authentic and unfiltered content, so don’t be afraid to show the human side of your brand.
Start Advertising on Snapchat:
- Create a Snapchat Ads Manager account: Visit Snapchat’s Ads Manager website (https://forbusiness.snapchat.com/) and set up an account if you haven’t already.
- Set campaign objectives: Define your advertising goals, whether it’s brand awareness, website traffic, app installs, or other objectives.
- Create ad campaigns: Use Snapchat’s Ads Manager to create ad campaigns, set targeting parameters (such as demographics, location, interests), and allocate budgets.
- Choose ad formats: Select the ad format that aligns with your campaign objectives (e.g., Snap Ads, Sponsored Lenses, Filters, etc.).
- Design and launch ads: Use Snapchat’s creative tools to design your ads. You can use existing creative or create new content. Once ready, launch your campaigns.
- Monitor and optimize: Regularly check the performance of your Snapchat ads, adjust targeting, budgets, and creative as needed to optimize results.
Engage with Your Audience:
- Respond to comments and messages: Engage with your Snapchat followers by responding to comments and messages promptly.
- Share engaging Stories: Consistently update your Snapchat Story with content that keeps your audience interested and coming back for more.
Measure Results:
- Use Snapchat Insights: Snapchat provides analytics tools to track the performance of your ads, including metrics like Story views, engagement rates, and audience demographics.
- Evaluate ROI: Assess the return on investment for your Snapchat advertising campaigns and adjust your strategy based on the results.

By following these steps and staying active on Snapchat, you can effectively set up and utilize Snapchat for your business to reach and engage with your target audience.

Successful Snapchat Advertising Examples

Several businesses have achieved success with their Snapchat advertising campaigns by leveraging the platform’s unique features and engaging storytelling. Here are a few notable examples:

Gatorade’s Super Bowl Lens:
- Gatorade created an interactive Snapchat lens for the Super Bowl that allowed users to pour a virtual Gatorade cooler over themselves. This playful lens generated over 165 million views during the Super Bowl and significantly boosted brand engagement.
Taco Bell’s Cinco de Mayo Lens:
- Taco Bell used a Snapchat lens on Cinco de Mayo, turning users’ heads into giant tacos. The lens was incredibly popular, receiving over 224 million views in one day.
Sour Patch Kids’ “A Little Sour. Sweet. Gone.” Campaign:
- Sour Patch Kids ran an engaging ad campaign on Snapchat where they promoted a mystery flavor. Users could swipe up to learn more and guess the flavor. This campaign generated high engagement and intrigue.
Snapchat’s Snap Originals:
- Snapchat has its own original content platform called Snap Originals. They’ve partnered with various media companies to create exclusive content, including docuseries and scripted shows. This strategy keeps users engaged and returning to the app for fresh, original content.
Nike’s Air Max Day Campaign:
- Nike used Snapchat to celebrate Air Max Day. They created an augmented reality lens that allowed users to explore and interact with iconic Air Max shoe models. Users were encouraged to share their AR experiences, generating user-generated content and brand engagement.
Domino’s Pizza Lens:
- Domino’s Pizza ran a lens campaign where users could play a mini-game by tapping on falling pizza slices. At the end of the game, users received a discount code for ordering pizza. This gamified approach led to increased brand awareness and sales.
Audi’s AR Test Drive:
- Audi used Snapchat’s AR technology to create a unique virtual test drive experience for their new Audi Q3 model. Users could explore the car’s interior and exterior in an interactive manner, providing a virtual showroom experience.
Mountain Dew’s DewMine Lens:
- Mountain Dew introduced a Snapchat lens called DewMine, which allowed users to go on a virtual underground adventure to find Mountain Dew. The interactive lens garnered millions of engagements and shares.
L’Oreal’s Augmented Reality Makeup Try-On:
- L’Oreal used Snapchat’s AR capabilities to enable users to try on virtual makeup products. This interactive experience allowed users to visualize how different makeup products would look on their faces, driving product interest and sales.

These success stories demonstrate the power of creativity, interactivity, and engaging storytelling on Snapchat. By using Snapchat’s unique features, such as AR lenses and filters, gamified experiences, and exclusive content, businesses can capture the attention of their target audience and drive brand awareness and engagement.