Snapchat marketing is a popular channel today. It is one of the fastest-growing social media networks. However, using Snapchat for marketing presents new challenges. It has a distinct culture compared to other social media sites.
Nearly 2/3 of its demographic is users between 18 and 34, but it is still an effective marketing tool even if your target demographic doesn’t fall into this range.
With over 100 million people and 400 million snaps daily, it can give you great exposure. Today, we will look at everything you need to know about using Snapchat for marketing.
What Is Snapchat?
Before you learn how to harness Snapchat’s power as a marketing tool, you must understand the app. Put simply, Snapchat is a social media site that allows users to share photos and videos called “snaps.”
The snaps disappear 10 seconds after viewing. While this seems like a marketing challenge, it can benefit you. Story mode is another facet of Snapchat. It gives users a 24-hour feed of your snaps in chronological order.
How do Businesses Use Snapchat?
Businesses can and do use Snapchat for material such as:
Mobile coupons
Giveaways
Sneak peeks
Product previews
Holiday event and sale previews
Snapchat is every brand’s best friend because it helps communicate and build relationships with mobile users. Many brands offer their customers mobile coupons in exchange for product loyalty and promotion on Snapchat.
For example, an ice cream company may reward consumers who post pictures of themselves enjoying the company’s products on Snapchat. This creates a more personal relationship between businesses and their customers.
Everyone appreciates giveaways, and businesses can utilise Snapchat to profit from this. Something as simple as a hashtag makes it easy for fans of any brand to encourage their families and friends to check it out.
A giveaway campaign using Snapchat allows businesses to get their products into the hands of consumers who want them and need them the most. Customers can use Snapchat to promote the business’s website and more.
Using it for giveaways has been effective in helping businesses gain additional customers.
With its video capabilities, Snapchat allows businesses to give consumers a behind-the-scenes look at their operations. Photos and videos can be combined to create an entire presentation for consumers.
This is also a great way to build a sense of authenticity and community among your audience.
This can then direct consumers to a business’s website, YouTube channel or other social media sites. It can also build anticipation and excitement for upcoming sales promotions and advertising campaigns.
When a business is preparing to launch a new product or service, Snapchat is often used to preview it. Snapchat lends itself well to product teasers and has successfully turned consumers to new products and services.
This becomes even more crucial in the months and weeks leading up to seasonal events and sales, such as Thanksgiving and Christmas. However, it can also mark any special event or occasion businesses want their customers to embrace.
Snapchat for Businesses
In the ever-evolving digital landscape, Snapchat has emerged as a powerful platform for businesses to connect with a young, engaged audience. With its unique features and ephemeral nature, Snapchat offers a fresh and dynamic way to engage with consumers, build brand awareness, and drive conversions.
This comprehensive guide will delve into the intricacies of Snapchat marketing, providing businesses with actionable strategies and insights to harness the platform’s potential. Whether you’re a seasoned marketing professional or just starting, this guide will equip you with the knowledge and tools to succeed on Snapchat.
Snapchat’s Unique Ecosystem
Before embarking on your Snapchat marketing journey, it’s crucial to understand the platform’s unique characteristics and user base. Snapchat is primarily driven by visuals, focusing on sharing short-lived photos and videos known as “snaps.” This ephemeral nature creates a sense of urgency and encourages spontaneous engagement.
Snapchat’s Audience: A Demographic Powerhouse
Snapchat boasts an impressive user base, with over 330 million daily active users worldwide. The platform is particularly popular among Gen Z and millennials, making it an ideal channel for reaching these coveted demographics.
Snapchat Advertising
There are several ways to advertise on Snapchat. You can buy advertising that goes into everyone’s feeds, but it will cost you approximately $750,000 daily. You can also purchase ads using Discover content, but it will cost you quite a bit.
Unless you have a large advertising budget, you will want to take advantage of Snapchat like individuals do for free.
Another popular strategy is using Snapchat Geofilters, which allows your audience to create user-generated content which promotes your brand to their audience.
Discover Platform
The Discover platform features content from trustworthy sources, including National Geographic, Comedy Central, and CNN.
What makes this critical to anyone interested in marketing with Snapchat is that you can purchase advertising space in the content. This allows you to reach the article’s audience, giving you a much larger reach than posting content on Snapchat alone.
This is an innovative type of influencer marketing.
Snapchat for Marketing
When you sign up for Snapchat, they will ask you for your email address, birthday, and phone number. Unlike most social media services, they aren’t set up for business accounts.
This means you have to set up the same type of account for a business as you would individually. It also differs from most sites because you can’t set up a lengthy and detailed profile.
Once you are registered and logged into the site, you will see your ghost. There are no profile pictures here. Instead, you have your ghost. Tap on your ghost to access your profile page.
From there, you can see who has added you. You can add them back if you like. A left swipe will clear them from your list, but this is the only way to see who has added you. It is in your best interest not to clear out your added list.
Growing Your Audience
Being found on Snapchat is also different from other sites. There are no suggestions for people you should follow. The only way for people to find you is by your name on Snapchat or by your ghost.
The best way to gain followers is to let your followers on other social media networks know. You need to post your exact name, however, or it won’t appear when people search for you.
You can also post a photo of your ghost. People can then take a picture of your ghost to follow you. This is great for a generation used to convenience.
Beyond this, you’ll have to work with influencers with a large Snapchat audience to grow your following.
Marketing Through Story Mode
Through story mode, you can create successful Snapchat marketing campaigns. When you post a photo or video, you can send it to your contacts or add it to your story. Choose story mode, and it will go on your story page.
To ensure everyone can see your story, you must go into your settings and select everyone. Anyone viewing your story can see anything you’ve posted in the last 24 hours, from oldest to newest.
Go to the stories page to see how your story looks or what others’ stories look like. Your story will be first on your feed, followed by others’ stories. While Discovery mode is only available to a few chosen companies, anyone can utilise Story mode.
Discovery mode may benefit every business choosing to advertise on Snapchat because it gets users used to seeing companies on a site traditionally used to chat with friends.
The movie Pitch Perfect 2 bet on Snapchat’s story mode. They encouraged fans to follow them in a Super Bowl Ad.
The fact that the movie’s marketers chose to use the incredibly valuable and expensive Super Bowl advertising space to mention Snapchat speaks volumes about how effective the story mode platform can be.
Brands on Snapchat
There’s a misconception that Snapchat is just for teenagers. The platform’s users tend to be on the younger side, but that doesn’t mean you can’t benefit from Snapchat when marketing your business.
Early advertisers on Snapchat included innovative smaller companies and major international brands, such as:
16 Handles – This is a frozen yoghurt company from New York. They asked Snapchatters to post a Snapchat of themselves at one of their stores and then rewarded them with discount coupons ranging from 16% to 100% off.
Acura—Acura used Twitter to promote its Snapchat postings, starting with the release of the Acura NSX automobile.
Grubhub—This San Francisco-based food delivery service started promoting on Snapchat in August 2013 with deals and surprise posts.
Karmaloop – This fashion retailer started using Snapchat in July 2013 to show new product designs and behind-the-scenes footage of the main office and staff shenanigans. Read more in our SEO guide.
New Orleans Saints – This team started using Snapchat in October 2013 with behind-the-scenes videos and insider scoops.
Rebecca Minkoff—This fashion designer started using Snapchat in September 2013, promoting her new Snapchat account with her already popular Twitter account.
MTV UK – Snapchat postings by MTV UK promoted the television series “Geordie Shore” by releasing special videos about the cast before the season’s premiere.
Taco Bell—In April 2013, Taco Bell started creating Snapchat stories, using the feature to tell followers that it was bringing back the Beefy Crunch Burrito.
Snapchat for Marketing: Top Tips
The first thing you should know about your Snapchat marketing strategy is that Snapchat is so popular because it is fun. This means that the content you put on there should be fun and lighthearted as well.
Overly sales content just won’t cut it.
You may have gotten used to being less formal on other social media platforms, but you will have to step it up a level to fit in on Snapchat. Let your personality shine through. Give your followers a behind-the-scenes look at what goes on in your business.
Show off your company culture by featuring birthday parties and events like company picnics. Let your customers see the inner workings of your business. The more personable you seem, you will likely have a loyal following. Utilising Snapchat story, you can present live events or day-to-day snippets, offering an authentic and engaging glimpse into your brand’s world. If you’re keen on understanding your audience better, don’t forget to explore features like “how to see who rewatched your Snapchat story,” allowing you to track and analyse viewer engagement more effectively.
You should also use the platform to inform people about your business and what you are all about.
Using story mode to cover live events is a great way to get the attention of your potential customers. Whether opening a new store, debuting a new product or service, or having a giveaway, live events will surely draw people’s interest.
Contests and giveaways are another way to connect with Snapchat followers. There are many ways to conduct a Snapchat contest, but one of the most popular is to have people take pictures of your product or service.
You should share your content and details on all social media sites you follow. This will attract the most new followers.
Snapchat has several ways to customise your photos to make them more interesting. You can add text, lenses that let people know where you are, or even draw on your photos. In addition to this, you can create fun, lighthearted videos.
However, using Snapchat for marketing is only effective if you can monetise your audience. This means directing users to your website or funnel entry points. Otherwise, it’s impossible to achieve ROI from your Snapchat marketing.
While Snapchat shouldn’t be your only facet of social media marketing, it should be a part of it. Especially if you are targeting the younger generation, Snapchat has many potential customers just waiting for you to engage with them.
Snapchat Ad Formats and Recommendations
Filters
Filters are graphic overlays that users can add to their Snaps and Stories. Brands can sponsor custom filters based on events, product launches, etc.
Geofilters are location-based Filters that activate when users are in a certain location. Brands can create Geofilters for stores, events, and neighbourhoods.
3D World Lenses bring Filter effects into the real world using augmented reality. Brands like Starbucks have used Sponsored 3D World Lenses that transform surfaces into branded AR experiences.
For maximum impact, filters should be visually engaging, with branding that fits the Snapchat aesthetic. Animated and interactive Filters perform well.
Branded Lenses that go viral can reach up to 100 million views. Successful examples include the Rainbow Puke Lens for Gatorade and a KFC AR Chicken Bucket Hat Lens.
Like Filters, branded Lenses need to be fun and innovative while seamlessly integrating the brand. Easy sharing mechanics and seasonal trends can help Lenses take off.
Snapchat Ads
Snap Ads appear between Stories or Discover content, similar to TV commercials. Vertical video ads in Stories receive full-screen exposure.
Snap Ad specs: 1080×1920 aspect ratio, 9:16 orientation, under 6MB file size, <15 sec (Stories), <60 sec (Discover).
Depending on targeting, Snap Ads’ average CPM is $10-20, much higher than CPMs on platforms like Facebook and Instagram.
Sponsored AR Lenses
Sponsored Lenses appear when users tap to open the Lens Carousel. Like organic Lenses, they can go viral quickly if compelling enough.
Prices for Sponsored Lenses vary based on audience size and targeting. A branded Lens for North America can cost over $500,000 for one day.
Snapchat Marketing Strategy
Developing a comprehensive Snapchat marketing strategy requires understanding the platform’s unique content formats, audience expectations, and engagement patterns that drive successful campaigns.
Product Previews and Launches: The platform builds anticipation for new products or services. Businesses can create excitement through teaser campaigns and exclusive previews for their Snapchat followers.
User-Generated Content Campaigns: Encouraging customers to create content featuring your products or services extends reach organically while building a community around your brand.
Time-Sensitive Offers: Snapchat content’s ephemeral nature makes it perfect for flash sales, limited-time discounts, and exclusive offers that create urgency.
Building Your Snapchat Marketing Presence
Unlike other platforms, Snapchat doesn’t offer traditional business profiles. Companies must create standard user accounts and focus on content quality rather than profile optimisation. This requires a different approach to building followers and engagement.
Growing Your Audience
Cross-promote your Snapchat presence on other social media platforms
Share your Snapchat username and QR code across marketing materials
Content Planning and Consistency: Regular posting maintains audience engagement, but quality matters more than frequency. Focus on creating valuable, entertaining content that aligns with your brand voice while fitting naturally into users’ feeds.
7 Effective Snapchat Marketing Strategies
Showcase Your Products and Services:Use visually appealing snaps and stories to showcase your products or services, highlighting their features, benefits, and real-world applications.
Run Exclusive Promotions and Offers: Create a sense of urgency and exclusivity by offering Snapchat-only discounts, promotions, and limited-time deals.
Partner with Influencers: Collaborate with relevant Snapchat influencers to reach a wider audience and leverage their credibility to promote your brand.
Share Behind-the-Scenes Content: Give your audience a glimpse into your company culture, team, and creative process, fostering a sense of connection and transparency.
Leverage Snapchat’s Advertising Platform: Utilise Snapchat’s advertising platform to target specific demographics and interests, reaching a wider audience beyond your organic followers.
Optimise Your Snapchat Presence: Ensure your profile is complete, informative, and visually appealing, making it easy for users to discover and connect with your brand.
Future of Snapchat Marketing
Staying ahead of emerging trends and platform developments positions businesses to capitalise on new opportunities and maintain competitive advantages in Snapchat marketing.
Emerging Trends
Augmented Reality Expansion: Snapchat continues investing in AR technology, creating new opportunities for brands to create immersive experiences.
E-commerce Integration: Shopping features within the app are expanding, allowing users to purchase products directly through Snapchat.
Creator Economy Growth: Snapchat’s creator programmes are attracting more content creators, providing new partnership opportunities for brands.
Flexible Strategy: Successful Snapchat marketing requires adaptability. Brands that can quickly adjust to platform changes maintain competitive advantages.
Long-term Investment: Building a successful Snapchat presence takes time. Businesses should view this as a long-term investment rather than expecting immediate results.
Agency Services
Working with experienced Snapchat marketing specialists can significantly improve campaign performance and ROI, particularly for businesses new to the platform or those seeking to scale their efforts.
When to Partner with a Snapchat Marketing Agency
Many UK businesses benefit from working with specialists understanding Snapchat’s unique requirements. Digital marketing agencies bring expertise in creative development, campaign management, and performance optimisation that internal teams often lack.
ProfileTree’s approach to Snapchat marketing combines creative expertise with data-driven strategy. Our Belfast-based team understands UK businesses’ unique challenges and develops campaigns that deliver measurable results.
“Many UK businesses still view Snapchat as just a platform for teenagers, but they’re missing a massive opportunity. The 18-34 demographic on Snapchat has serious purchasing power and responds incredibly well to authentic brand storytelling. When we help clients move away from polished corporate content and embrace the platform’s spontaneous culture, we consistently see engagement rates that outperform traditional social media channels,” says Ciaran Connolly, Director of ProfileTree.
Snapchat marketing offers a unique and effective way to connect with a young, engaged audience and drive business results. By understanding the platform’s nuances, developing a well-defined strategy, and implementing creative and engaging campaigns, businesses can harness Snapchat’s power to achieve their marketing goals and establish a strong presence in this dynamic social media landscape.
FAQs
Here are answers to some common questions businesses have about marketing on Snapchat:
How much does Snapchat advertising cost?
Snapchat advertising costs vary significantly based on campaign objectives, targeting parameters, and creative quality. Minimum daily budgets start at £20 for most campaign types, with cost-per-mille (CPM) rates typically ranging from £10-30 depending on audience specificity and campaign timing.
What type of content works best on Snapchat?
Authentic, behind-the-scenes content performs exceptionally well on Snapchat. Users prefer genuine glimpses into business operations, team personalities, and product development processes over polished marketing materials. Video content consistently outperforms static images, particularly when optimised for mobile viewing.
Can small businesses succeed on Snapchat?
Small businesses can achieve significant results on Snapchat with focused strategies and consistent execution. Local companies particularly benefit from geo-targeted campaigns and community-focused content. Success depends more on understanding the platform culture than on having large budgets.
How do you measure Snapchat marketing ROI?
Measuring Snapchat ROI requires tracking both direct and indirect metrics. Direct measurements include website traffic, lead generation, and sales attributed to Snapchat campaigns. Indirect benefits include increased brand awareness, customer engagement, and audience growth supporting long-term business objectives.
Ready to Transform Your Snapchat Marketing Strategy?
Don’t let your competitors capture the attention of over 21 million UK Snapchat users while you’re still deciding. ProfileTree’s expert team has helped businesses across Northern Ireland, Ireland, and the UK turn Snapchat into a powerful revenue driver.
Whether you need a complete Snapchat marketing strategy, creative content that converts, or want to integrate Snapchat into your broader digital marketing approach, we’ve got the expertise to deliver results that matter to your bottom line.
Your competitors are already building relationships with tomorrow’s customers. Don’t get left behind—let’s discuss how Snapchat marketing can accelerate your business growth.
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