Some time ago, I had a chat with my friends about the marketing method of Snapchat, and I felt it was very useful.

She is an overseas advertising optimizer of the whole platform. She has launched an App advertising account of Party A with ten million GMV level. She has experienced the establishment and drainage of Party B’s independent website, as well as KOL and CPS projects, with rich experience.

Do overseas market friends, may have been worried about marketing promotion. In fact, if you can master some basic marketing methods, promotion can be a lot easier, get twice the result with half the effort.

Speaking of Snapchat, here are some of the Snapchat AD accounts that have gone from zero to full:

I have been engaged in overseas advertising for many years. I have experienced no exposure and spent a lot of money to contact Internet celebrities to shoot videos. However, I have also experienced various phases of Snapchat platform collapse. From the beginning, you can’t change any Settings once an AD is created, to now you can upload even the feed (though only 500 items can be uploaded)……

After so much experience, I have gained a lot of my own experience through time, consumption and various scheme tests. This paper introduces three marketing methods and characteristics of Snapchat.

First, let’s look at the specific market attributes of Snapchat ads. The following is the corresponding population statistics of Q1 official locations in 2019

Add that Snapchat reaches 75% of the entire U.S. population; If you want to invest in the U.S. market, Snapchat is a great choice.

At present, There are three kinds of advertising forms on Snapchat — Snap Ads, Story Ads and AR lens

1, the Snap Ads

Snap Ads are video Ads with audio playback that can be viewed in full screen when a user opens an APP.

Snap ads are full-screen vertical video ads that last no more than 10 seconds. Use these ads to take people to a site and browse the site, or to watch a long format video.

Two-thirds of Snapchat users watch videos on the platform with sound turned on, a much higher percentage than those on Facebook or Instagram. Therefore, for Snapchat platform ads, users’ vertical screen visual habits and automatic playback auditory habits should be taken into account in the production. Catering to these habits, the launch and promotion plan will be more likely to be successful.

Once the user has swiped the screen, they are shown more in-depth content. Like longer videos, up to 10 minutes long, or presenting an article. Users can see Snap ads between stories. For premium content, they see ads in Discover, or Feed.

Use “ordered messaging” to quickly send a set of 10-second video ads and create continuously running clips in Discover to simulate longer videos.

This kind of advertising form is one of the advertising forms commonly used by Snap, and it is an excellent channel to measure popularity and promote sales.

A few tips: Snapchat has strict requirements for material review. Based on policies, it is recommended to target 1-2 weeks for advertising, and test and compare multiple video materials.

2, members of the Ads

Story Ads, which appears on the Discover page as an AD panel cover, brings Snapchat users to a set of Snaps and brings them to the web, app or app store.

Story Ads will require a video to be divided into three segments, each of which is less than 10 seconds long, which is somewhat more demanding on the quality of the material.

My common practice is to contact local Internet celebrities for video shooting and attract users through localized creative content. As A kind of A/B test, THE ROI is 200% higher than that of the conventional type (excluding KOL cost).

3. AR lens

Create memorable interactive moments with AR that Snapchat users can watch and send to friends

Ps: Brand advertising is commonly used and will not be elaborated here

Having introduced these three forms of advertising, let’s take a look at some ways to maximize advertising revenue.

Snapchat is an engaging, mostly vertical-looking platform that is very different from other social networks. Here are some of my own experiences in increasing AD revenue:

(1) Make it fun

Content that is fun and positive will make your audience interact with your AD. This is achieved by using filters and lenses to create fun and shareable snapshots. Create a fun, playful feel for your AD. Be as creative as you can and your brand will resonate more with Snapchatters.

If your content is creative, exciting and something new, people will follow you. Universal Studios, for example, got creative with the Secret Lives of Pets. They created a Snap Ad where users could swipe up and create a Petmoji. It takes an average of 72 seconds for users to interact with the film and its lovable characters.

(2) Know your audience

Choose the right lifestyle category to get the right audience.

(3) Leverage your audience data

A/B test your AD campaign to see what works, what doesn’t, and what needs tweaking.

(4) Let users take specific expected actions

Before making an AD, here’s a reminder: First, be clear about what you want to achieve.

For example, if you want to increase brand awareness and get more opinions, you can write and design clever content to please your audience. If you want people to buy, sign up, or contact you, use a compelling and powerful rallying phrase so that the user can select the link or button.

(5) Measure and improve the effectiveness in the life cycle of the advertising series

For example, change a headline, run the AD series for three days, and see what happens.

Different from Google and Facebook, Snapchat emphasizes high-quality video ads. Therefore, when exploring advertising promotion methods, do not forget to communicate with our design and operation to create more popular and localized content.

If you have other views, suggestions or need to communicate with friends, welcome to leave a message to communicate (vx: xyw2048) ~