Snapchat and what it offers communicators

I’ll be the first to admit, that Snapchat is still a mystery to me. And, judging by my conversations with others, I’m not the only one. However, Snapchat is the social network for young millennials, with 60% of users in the US aged between 13 and 24 years. The service has over 150 million daily users (these numbers are higher than Twitter’s own daily usage). The service reaches 41% of all 18 to 34 year-olds in the US. I wouldn’t be surprised if we see similar numbers over here in the Gulf.

As communicators, we have to embrace Snapchat (whether we understand it or not). While much has been written on Snapchat, on how to use it, as well as how Snapchat compares to other products such as Instagram, I wanted to share different ideas on how to reach an audience via the hottest social media channel for youth in the Middle East region.

Several of the most effective options that we communicators have to reach out via Snapchat are paid-for. Snapchat’s advertising solutions are very different to what you’ll be used to on other social media platforms. Here’s three of their top solutions.

Your Traditional Video Ads

Let’s start with the basic Snapchat ad. Called Snap Ads, these products begin with an up to 10-second vertical, full screen video ad that appears in the context of other Snaps. Brands can give Snapchatters the choice to swipe up and see more, just like they do elsewhere on Snapchat. Snap Ads give brands the opportunity to embed further content as well; by swiping up on the video, the Snapchatter will be able to access extended content including long form videos, articles, app install ads, or a mobile website. Snapchat claims that the swipe-up rate for Snap Ads is 5x higher than the average click-through rate on comparable platforms.

Sponsored Lenses

And now we get to the fun stuff. Sponsored Lenses offer a different take on brand activation, offering not just an impression, but what Snapchat calls “play time” — the time Snapchatters spend playing with the interactive ad you’ve created for your brand.

It couldn’t be easier for Snapchatters to use the Sponsored Lens product. To activate Lenses, Snapchatters press and hold on their faces. The product is designed to promote engagement; lenses can include prompts like “raise your eyebrows” to trigger an animation. Snapchatters can send Lenses to a friend or post a Lens to their Story. On average, Snapchatters play with a Sponsored Lens for 20 seconds.

Sponsored Lenses can prove extremely popular – take the example of Taco Bell and its Cinco de Mayo Snapchat Lens which was viewed 224 million times.

taco-bell-filter

The Taco Bell Sponsored Lens was the most popular in the app’s history, and was used by millions of Snapchatters.

Sponsored Geofilters

The third option for creating paid-for engagement on Snapchat is sponsored geofilters. This product does what it says; when Snapchatters in a specific location(s) take a Snap, they’ll be able to see the Geofilter and use it to explain where, when, and why they took the Snap. The campaign can cover a country, a city, or even a location such as a mall, an airport, a monument or a hotel. In the US, a single National Sponsored Geofilter typically reaches 40% to 60% of daily Snapchatters. A good, simple example of a Geofilter is shown below from Yankee Stadium, and was created by 6S Marketing.

6s-snapchat-sponsored-geofilter

Snapchat Geofilters give Snapchatters the option of branding their Snap with your location-specific messaging. Check this out this filter from Yankee Stadium courtesy of 6S Marketing

The Drawbacks

These options aren’t available as of today in the MENA region. However, my hope is (well, it’s more than a hope) that Snapchat will be opening up soon in Dubai and provide these products to brands locally. The other caveat is cost. Snapchat advertising products don’t come cheap. The Fast Company reported that Snapchat was asking US-based advertisers to cough up hefty sums of cash for a Sponsored Lens: $450,000 per day for Sunday to Thursday, $500,000 for Fridays and Saturdays, and $700,000 for holidays. There are cheaper options, but you’ll have to have a decent budget to play on Snapchat.

However, if budgets allow and once Snapchat expands into the Middle East, be prepared to go Snapchat crazy!

3 thoughts on “Snapchat and what it offers communicators

  1. Please please unlock my snapchat. I didn’t realise using third party apps would lock my app for a day and a half and I have people I can only contact by using snapchat. Please unlock it as soon as you can thank you 😩

  2. Pingback: How will Snapchat’s Dubai opening change the region’s social media landscape? | Alex of Arabia's Blog

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