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Snapchat Advertising: The Complete Guide to Unlocking Marketing Success

Updated on:
Updated by: Ciaran Connolly
Reviewed byAhmed Samir

In the fast-paced world of digital marketing, staying ahead means tapping into platforms that capture attention and drive engagement. Among these, Snapchat has carved out a unique niche with its ephemeral content and innovative advertising solutions. Catering predominantly to a younger demographic known for its affinity towards visual storytelling and instant gratification, Snapchat offers advertisers a compelling platform to showcase products and services creatively.

At its core, Snapchat’s appeal lies in its ability to blend real-time interaction with multimedia content. With features like disappearing messages, Stories, and Discover, users are constantly engaged, making the platform a fertile ground for advertisers to connect authentically with their audience. This article aims to delve into the intricacies of Snapchat advertising, exploring its key features and functionalities that make it a standout choice for brands aiming to capture the attention of millennials and Gen Z.

We’ll explore Snapchat’s diverse ad formats, from Snap Ads and Filters to Lenses and Story Ads, each offering unique brand opportunities to create immersive experiences. Moreover, we’ll discuss strategic approaches to crafting effective campaigns on Snapchat, including tips on leveraging user-generated content (UGC) and harnessing the power of augmented reality (AR) to enhance engagement and drive conversions.

Ready? Let’s crack on!

What Is Snapchat?

Snapchat is a video and image-sharing social media platform. It is used via mobile phone devices as an Android and iOS-friendly app. Since its introduction in 2011, Snapchat has seen many updates, but its core concept has stayed the same.

Snapchat’s distinguishing feature is that any picture, video or message (AKA ‘snap’) sent is only made available to the receiver briefly before it becomes inaccessible. This unique selling point was initially designed to encourage a more natural flow of interaction rather than information being harvested.

In 2013, Snapchat was the first to incorporate a story feature. You have more than likely seen this across other social channels, including Facebook and Instagram, but Snapchat is where it all started. With Snapchat Stories, the content stays on the platform for 24 hours. This is a slightly longer shelf-life compared to 10-second snaps.

Omnicore reported 218 million daily active Snapchat users in 2025, with over 40% of UK smartphone users on the app. In only four years, the number of daily active Snapchat users globally doubled, reaching 430 million in 2025. Despite the app’s undeniable popularity, Snapchat’s audience is not as varied as other platforms.

Demographics For Advertising on Snapchat

For those wanting to try Snapchat advertising, one of the main aspects to consider is the demographics. A high-quality, visually stunning ad will not go far on Snapchat if it isn’t tailored to the right audience. 

Here are Omnicore’s key statistics you should know before advertising on Snapchat in 2025:

  • 82% of internet users aged 18-24 use Snapchat.
  • 90% of Snapchat users are 13-24 years old.
  • Roughly 61% of Snapchat users are female.
  • 39% of Snapchat users are male.
  • 75% of teens say they use Snapchat.
  • 32% of adults use Snapchat.

To summarise these stats, Snapchat’s main users are predominantly female teenagers/young adults. This revelation is almost unsurprising, particularly when reflecting on the 2018 Kylie Jenner incident.

The Kylie Jenner Incident

In early 2018, Snapchat underwent another series of updates to appeal to more users.

One of the unhappy users was Kylie Jenner, the youngest of the Kardashian clan’s famous siblings. In a tweet, Kylie said, “So, does anyone else not open Snapchat anymore? Or is it just me? Ugh, this is so sad.”

Kylie’s tweet and investors’ growing fears that the app was no longer fit for purpose caused Snapchat to lose $1.3 billion, marking one of the company’s worst-ever trading days. 

Regardless of the monetary loss Snapchat experienced because of this, the app bounced back, with successful stats to prove it.

Ranking of Snapchat in Social Media

As of 2025, there are approximately 5.14 billion active social media users worldwide, representing 63.7% of the global population.

According to Revive, with this notable growth in social media users, Snapchat’s UK users have also steadily increased. Digital. From 2018 (13.6M) through 2024 (23.67M) and projected 2025 growth to nearly 25M users.

Fast-forward four years. In 2024, Snapchat had 23.67 million users in the United Kingdom, up from 22.15 million in 2023. It remains one of the most well-known social networks in the UK, with 89% of social media users in the country being aware of the platform.

However, awareness is different from usage.

While this growth is positive for Snapchat, it is not among the top-performing social media channels in the UK, with Facebook comprising 44.8 million users, Instagram achieving 24.4 million users and even specialist platform LinkedIn surpassing 27.5 million users in 2020. In 2025, the United Kingdom had over 57 million Facebook users, almost 37 million Instagram users, and 44 million LinkedIn users.

If your product or service fits Snapchat’s audience, you will likely see a better return than advertising on an overwhelmingly used platform such as Facebook.

What Snapchat Ads Are Good For

Snapchat ads are a highly beneficial option if you want to use visually stimulating content in the form of images or videos. 

Snapchat’s ad options allow you to choose your objective, ad format, and audience. The app also considers what you want to drive, e.g. sales, app downloads or meeting potential customers.  

In terms of audience targeting, Snapchat’s technology is advanced. The app helps you reach users based on their interests, behaviours, location, age and gender, to name just a few. They offer different alternatives to finding audiences, including settings which you can apply to your ad to match people who have never engaged with you before to people who regularly engage with you. 

The Different Types of Snapchat Ads

Snapchat has evolved with the times, offering multiple ad formats that cater to advertisers’ diverse needs. Long gone are the days of launching snaps at people, hoping they will look at them. Snapchat’s ad range is far more varied and valuable for reaching key prospects.

1. Single Image or Video Ads

This type of ad occupies the user’s full screen, making it highly impactful and attention-grabbing. As the name of the ad format states, it is most suitable for single images or videos. You will also need to add an attachment and enable users to swipe up and take action if they like what they see. 

2. Collection Ads

Collection ads showcase a series of products to users, similar to Facebook’s carousel ad. On Snapchat, you can select four tapable tiles to display multiple products. This is a good way to seamlessly place your products on the app and ease potential customers’ access to your products.

3. Story Ads

Ads on Snapchat Stories are branded tiles that live in Snapchat’s Discover section. These can be a series, with an influencer chatting about your new product or a collection of products. The format enables you to select 3-20 single images or videos to help create as much hype as you want.

4. Lenses AR Experience Ads

This format is Snapchat’s version of augmented reality experiences. They are highly interactive, with the lenses feature providing a fun yet unique way to connect people with your business. Typically, active Snapchatters scout for these to play around with and share with friends, so you have the added advantage of being recommended by users and used by them with this format.

5. Commercial Ads

Snapchat commercials appear in Snapchat’s curated content. They are beneficial as they are non-skippable for six seconds and can be up to three minutes long. This way, commercials have time to engage audiences eager to consume content, which equals a win-win for both parties. 

6. Filter Ads

One thing Snapchat has always been famous for is its filters. They are artistic overlays appearing after users snap and swipe left or right. They usually come in decorative forms but can be personalised to suit your business. Adopting this ad format enables users to share your filter with others and generate hype around it, boosting your brand’s awareness

Snapchat advertising offers fantastic opportunities, especially for organisations that need to reach the target market of 13—to 24-year-olds or those seeking to influence the buying decisions of teenage girls and young women.

Snapchat’s Marketing Potential

Some key statistics about Snapchat’s audiences and marketing opportunities:

  • Over 430 million daily active users, with 73% under the age of 35
  • Users spend 32+ minutes per day on average engaging with content.
  • In the US, Snapchat reaches 90% of all 13-24-year-olds and 78% of 13-34-year-olds.
  • Snap Ads have a swipe-up rate 5X higher than the industry average on mobile.
  • Video ads have up to 6X higher completion rates than Instagram and Facebook.
  • Sponsored augmented reality Lenses average 45 seconds of playtime.

These metrics indicate Snapchat offers significant potential to connect with younger users in an immersive environment.

When creating Snapchat ads, follow these guidelines for optimal results:

  • Vertical video ads should have a 9:16 aspect ratio and be under 10 seconds.
  • Horizontal video ads can be up to 20 seconds long
  • Image ads should be optimised for 1080 x 1920 resolution
  • Use captions of up to 34 characters to reinforce the visuals
  • Leverage Snapchat’s voiceover feature for audio narration
  • Keep text minimal with a strong, simple CTA
  • Develop multiple variations of each ad for split testing
  • Promote Lenses during high-traffic events or holidays

Effective Snapchat Ad Campaigns

Some brands running successful Snapchat ads include:

  • Wendy’s: Used Snapchat’s Voiceover and Caption features in video ads, driving 2x more app downloads.
  • L’Oréal: Developed numerous video ads promoting new product launches through influencer partnerships.
  • Warner Bros: Created immersive Lenses and Filters to engage users around major film releases.
  • Grubhub: Ran geofilter ads promoting discounts paired with Snapchat Collection ads for specific restaurants.
  • Gatorade: Developed a Sponsored Lens on Snapchat for users to pour a Gatorade shower virtually. Saw over 40M plays.

Latest Snapchat Advertising Features

Snapchat advertising continues to evolve, offering innovative features that can elevate your marketing efforts. Here’s a deep dive into some of the most exciting advancements:

1. Augmented Reality (AR) Try-On Capabilities

  • Unlock immersive experiences: Let users virtually try on clothes, makeup, accessories, and more directly within your ads. This interactive format drives product engagement and purchase intent.
  • Tailor experiences to your industry: From furniture placement to eyewear selection, AR try-on is applicable across various sectors. Showcase product variations and personalise the experience for different audiences.
  • Track key metrics: Monitor swipe-up rates, trial completion rates, and purchase conversions to measure the effectiveness of your AR try-on campaigns.

2. Snapchat Conversions API

  • Optimise campaign attribution: Connect your app or website data directly to Snapchat ad campaigns to gain deeper insights into user journeys—track actions like purchases, sign-ups, and app installs triggered by your ads.
  • Measure real-world impact: Go beyond clicks and impressions to understand the actual value of your Snapchat advertising efforts. This data allows for precise campaign optimisation and ROI measurement.
  • Improve targeting and personalisation: Leverage conversion data to target users most likely to convert and personalise ad messaging based on their past actions and interests.

3. Dynamic Product Ads (DPAs)

  • Showcase product catalogues seamlessly: Automatically generate personalised ads based on user data and preferences, featuring your latest products. This ensures timely and relevant product recommendations.
  • Reduce ad creation time and effort: DPAs automate much of the ad creation process, freeing up your resources for strategic planning and optimisation.
  • Drive product discovery and sales: DPAs encourage exploration and purchase decisions within the Snapchat platform by showcasing relevant products at the right time.

4. Spotlight Challenges

  • Embrace user-generated content: Launch interactive challenges encouraging users to create and share Snaps using your branded lens or filter. This will organically build engagement and brand awareness.
  • Drive viral reach and discovery: Successful challenges can gain traction quickly, spreading your brand message and reaching new audiences through user-generated content.
  • Track challenge performance: Monitor key metrics like participation rates, shares, and brand mentions to gauge the success of your Spotlight Challenges.

5. Shoppable Stickers & Lenses

  • Simplify the purchase journey: Integrate shoppable elements directly into your Snaps and Lenses, allowing users to purchase featured products seamlessly with a tap.
  • Reduce friction and boost conversions: Streamlining the purchase process within the app encourages instant action and reduces cart abandonment.
  • Measure shopper behaviour: Track clicks, product views, and purchases triggered by shoppable elements to understand user behaviour and optimise your campaigns.

Though you must remember to:

  • Stay updated on the latest features and experiment with them to discover what works best for your brand and audience.
  • Leverage creative storytelling and engaging formats to capture attention and stand out in the competitive Snapchat landscape.
  • Continuously track and analyse campaign performance to refine your strategies and maximise your return on investment.

Integrating Snapchat Ads into Social Media

Snapchat Advertising

Snapchat advertising offers unique features and reach, making it a valuable addition to your broader social media and omnichannel marketing strategy. Here’s how to successfully integrate it:

Target Audience Synergy

  • Understand your overall audience: Analyse audience demographics, interests, and behaviours across all your social media platforms to identify overlap and potential audiences on Snapchat.
  • Refine targeting on Snapchat: Leverage insights from other platforms to refine your targeting on Snapchat, reaching the right audience with tailored messaging.
  • Segment and personalise: Create diverse ad sets targeting specific audience segments identified across your broader social media landscape, personalising messages based on their previous interactions.

Content & Messaging Alignment

  • Maintain brand consistency: Ensure your brand voice, visuals, and messaging remain consistent across Snapchat and other social media platforms, fostering brand recognition and trust.
  • Utilise platform-specific strengths: Adapt your content to Snapchat’s ephemeral nature and vertical storytelling format, utilising engaging Snaps, Stories, and Lenses.
  • Cross-promote and drive traffic: Promote your Snapchat presence on other platforms, encouraging your existing audience to follow you and engage with your Snapchat content.

Campaign Integration & Optimisation

  • Run coordinated campaigns: Launch coordinated campaigns across platforms, using Snapchat to amplify messages, drive website traffic, or promote specific offers initiated on other channels.
  • Utilise retargeting: Retarget website visitors or app users who interacted with your brand on platforms like Snapchat, staying top-of-mind and encouraging further engagement.
  • Track and analyse data: Leverage analytics across all platforms to understand campaign performance and user behaviour, identify areas for improvement, and optimise your overall social media strategy.

Omni-Channel Opportunities

  • Offer exclusive incentives: Provide Snapchat-specific promotions, discounts, or early access to content to incentivise engagement and drive traffic to other platforms or your website.
  • Utilise QR codes: Include QR codes in your Snapchat ads that link to landing pages, online stores, or social media profiles, creating a seamless transition between platforms.
  • Run contests and giveaways: Organise contests or giveaways across platforms, requiring participation on Snapchat and other channels, to boost engagement and cross-platform awareness.

Examples

  • A clothing brand coordinates a campaign on Instagram and Snapchat, showcasing new products in Instagram posts and offering exclusive try-on options and discounts through Snapchat ads.
  • A restaurant launches a “Snap & Share” campaign on Snapchat, encouraging users to share photos of their meals for a chance to win a prize and promoting their Instagram account for more food inspiration.
  • An e-commerce store uses Snapchat retargeting to reach website visitors who abandoned their carts, offering a special Snapchat-only discount code to incentivise purchase completion.

Again, make sure you:

  • Maintain a cohesive brand experience across all platforms.
  • Utilise platform-specific strengths and formats effectively.
  • Track and analyse data to optimise your overall social media and omnichannel strategy.
  • Experiment with creative integrations to maximise engagement and impact.

Budget Planning & ROI

Snapchat Advertising

One of the most common questions businesses ask is “How much should I spend on Snapchat advertising?” This section provides the transparency you need to make informed budget decisions.

Understanding Snapchat Advertising Costs

Snapchat operates on an auction-based pricing model, with costs varying based on campaign objectives, audience targeting, and competition levels. Understanding these factors helps businesses plan effective budgets.

“The biggest mistake we see UK businesses make with Snapchat advertising is treating it like Facebook or Instagram. The platform has its own rules, audience expectations, and creative requirements. When you respect these differences and create content that feels native to Snapchat, the results can be transformative for businesses targeting younger demographics,” explains Ciaran Connolly, Director of ProfileTree.

Cost Factors

  • Campaign objective (awareness, traffic, conversions)
  • Audience size and competition
  • Creative quality and engagement rates
  • Bidding strategy and budget allocation
  • Seasonal variations and market conditions

Typical Cost Ranges

  • CPM (Cost Per Thousand Impressions): £3-£8
  • CPC (Cost Per Click): £0.50-£2.00
  • CPL (Cost Per Lead): £15-£50
  • CPA (Cost Per Acquisition): £25-£100

ROI Expectations and Benchmarks

Setting realistic ROI expectations is crucial for campaign success. Different industries and campaign types produce varying returns, and understanding these benchmarks helps optimise performance.

Performance Benchmarks

  • Swipe-up rates: 1-3% (5x higher than industry mobile averages)
  • Video completion rates: 60-80%
  • Brand awareness lift: 10-20%
  • Purchase intent increase: 5-15%

Industry-Specific ROI

  • E-commerce: 3:1 to 5:1 ROAS typical
  • Lead generation: £25-£75 cost per qualified lead
  • App installs: £2-£10 per install
  • Brand awareness: 15-25% lift in brand recall

Budget Allocation Strategies

Effective budget allocation across different campaign elements maximises overall performance and ROI.

Campaign Structure

Seasonal Considerations

  • Higher costs during peak shopping periods
  • Increased competition during major events
  • Opportunity periods with lower competition
  • Holiday-specific campaign adjustments

Measuring Success and Optimisation

Comprehensive measurement approaches help businesses understand actual campaign impact and optimise for better results.

Key Performance Indicators

Optimisation Strategies

  • Creative testing and iteration
  • Audience refinement and expansion
  • Bidding strategy adjustments
  • Campaign timing and frequency optimisation

Conclusion

Snapchat’s immersive advertising formats allow brands to engage users, especially younger demographics, creatively. Tailoring vertical video ads, Lenses, Filters, and more to the platform will enable brands to showcase their personalities while humanising the experience. With testing and optimisation, Snapchat ads can convert impressions into loyal followers and customers.

At ProfileTree, we offer a range of digital advertising services and training. If you want more advice on advertising on Snapchat or even get help with social media marketing ideas, simply message us. We can’t wait to get you started!

FAQs

How much do Snapchat ads cost for UK businesses?

Snapchat ads typically cost between £3 and £8 per thousand impressions (CPM), with click costs ranging from £0.50 to £2.00. Actual costs depend on your target audience, campaign objectives, and competition levels.

What types of businesses work best with Snapchat advertising?

Businesses targeting younger demographics (13-34) typically see the best results. This includes fashion brands, beauty companies, entertainment venues, food and beverage industries, and e-commerce retailers.

How do I measure Snapchat advertising success?

Key metrics include reach, engagement, click-through, conversion, and return on ad spend (ROAS). Track both immediate campaign performance and longer-term brand awareness metrics.

Can Snapchat ads integrate with my existing marketing strategy?

Yes, Snapchat ads work best when integrated with broader digital marketing strategies. This includes coordinating with social media campaigns, email marketing, content marketing, and SEO efforts.

Ready to Transform Your Snapchat Advertising Results?

Stop leaving money on the table with ineffective social media campaigns. At ProfileTree, we’ve helped dozens of UK businesses unlock the power of Snapchat advertising to drive real, measurable growth. Whether you’re launching your first campaign or struggling to improve existing results, our team of digital marketing specialists can help you:

  • Develop a winning Snapchat strategy tailored to your business goals
  • Create thumb-stopping creative content that converts
  • Set up and manage campaigns that deliver consistent ROI
  • Integrate Snapchat with your broader digital marketing strategy
  • Train your team to manage campaigns effectively

Don’t let your competitors capture your ideal customers while you’re still figuring out the platform. Our proven methodology has helped businesses across Northern Ireland, Ireland, and the UK achieve remarkable results – from 5x ROAS for e-commerce brands to 60% cost reductions for lead generation campaigns.

Take the first step towards Snapchat advertising success. Contact ProfileTree today and discover how we can help your business thrive in the digital age.

Get Your Free Snapchat Strategy Consultation | Email Us | View Our Digital Marketing Services

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