Which social media channels have you been using for your eCommerce ads. We bet you settled for Facebook, Instagram, and perhaps Pinterest. But, you’ve definitely heard of Snapchat, and you most likely don’t know how to use Snapchat Ads for your eCommerce business.
Right? The same as most online businesses! We don’t blame you. Snapchat is a relatively new social media platform unique in terms of functionality and content and not as straightforward as Facebook or Instagram. It can feel daunting to get started and set up your Snapchat eCommerce marketing strategy, but you shouldn’t let that stop you from using it. Why? Just look at these data:
Why do brands excel when using Snapchat ads for eCommerce marketing? Less Competition, More opportunityAlmost all businesses have a Facebook account, a Twitter account, an Instagram account, and probably a Pinterest one. On the contrary, most eCommerce businesses haven’t established a presence on Snapchat yet. It is much easier to find a place and solidify your brand on this social network. Stand out and show the fun side of your brandSnapchat was designed to be casual and fun. Snapchat is a more authentic, more natural, and more spontaneous platform. Using Snapchat makes it possible to show another side of your eCommerce business and express your brand personality in a new way to build a closer and a warmer relationship with the users. Reach the younger audienceSince the majority of Snapchat users are between the ages of 18-34, they will most likely see your business videos there rather than your TV ad. Besides, as we mentioned earlier, you have the opportunity to show a fun side of your business, which is a great way to promote and gain a loyal following. But, what about the cons of using Snapchat for eCommerce?Time constraintsYou can only post a 10-second video, so you will have to post multiple videos if your content is longer. But, with too many videos, you may lose your audience’s attention and become annoying. Re-sharing isn’t allowedUnlike Facebook and Twitter, Snapchat does not offer a re-share option. The only way you can re-share content is by taking a screenshot and uploading it to other platforms. What type of content can you use on Snapchat?Snapchat offers a whole bunch of features to create different types of content:
While Facebook users react negatively to auto-play videos with loud music, Snapchat users seem to welcome that. However, when you use sound on Snapchats Ads, don’t just add them to grab people’s attention; make sure they’re integral to the ad. Snapchat Ads are Skippable Snapchat’s ad success relies on the ad placement as well as the entertainment factor. Users can scroll right down the feed if they don’t like what they see. However, ads on Snapchat are skippable to provide a better user experience and avoid businesses from being associated with a forced intention. Snapchat Ads are actionable Ads on Snapchat, unlike traditional ones, are very tailored to the context of the content. The creative tools available like Geofilters make it a great way for brands that choose to invest in those ads. Types of Snapchat ad formatsIn order to achieve the above marketing and advertising goals, Snapchat offers six different formats to create your ad. Snap AdsThis is the most basic format offered by Snapchat. They can be videos, photos, gifs, etc. Regardless of the format, these are full-screen and designed to be full of sound, sight, and motion. Snap ads are displayed between different Snapchat content types and allow users to take immediate action, such as swiping up to a URL or installing an app. Remember that if you add an attachment, Snapchat will add a call to action, so avoid placing anything important in that area. Technical specifications
Story ads are displayed in the “Discover” feed, with a cover photo and a headline. When a user taps your tile, a collection of ads open, similar to personal Snapchat stories; this means you are reaching a highly-qualified segment of your audience, driving CPAs at a fraction of the cost. For Story ads guidelines, click here. FiltersFilters are another great way to advertise on Snapchat. Those who are targeted to geographic locations are referred to as Geofilters. This is an exciting option to introduce your brand in the millions of snaps that users will send to each other daily. Quaker Oats developed a filter for College & Young Working Women, Female Fitness Buffs, Convenience Seekers, and Working Moms and drove 11.4 million impressions. When creating Snapchat filters, always keep the user in mind. Create a filter that represents your brand without being too brandy that nobody uses it. Snapchat recommends designs not to take up more than 25% of the user’s screen to maintain a positive user experience. Businesses can create their own geofilters for as little as $5. They are ideal for businesses that are location-specific as costs can significantly rise as you increase the radius. Technical specifications
Technical specifications
The possibilities are just endless with these ads. This lens from Bareburger lets potential customers imagine their meal from all angles. You can find the guidelines on AR lens ads here. Product AdsThese are ideal for shining light on your products. Upload your catalog and create “shoppable” ads, a.k.a Product ads. Users can click on the item they like and buy it straight away, which shows how Snapchat has become a channel that can drive full-funnel growth from awareness down to conversions and profit. Dynamic AdsThese are a very recent addition that rolled out mid-October 2019 and only available in certain countries. Dynamic ads bring automated personalization to Snapchat advertising offering new ways to scale and drive performance. Syncing a product catalog with dynamic ads allows Snapchat to be automatically updated about changes to products like price and availability so you can run ‘always-on’ campaigns. Swarovski and Ivory Ella had early success on their dynamic ads over the holiday season. Snapchat Pixel Tracking Just like Facebook Pixel for advertisers, Snapchat Pixel provides marketers with a code to place it on their website so they can track signups, product sales, and all traffic that convert on Snap Ads. 3 Snapchat eCommerce marketing examples to inspire you#1 Paul Valentine Paul Valentine created a short yet appealing content to increase their brand awareness on Valentine’s Day and saw a 50% lower CPM compared to other channels. #2 GOAT GOAT aimed at boosting their conversion through Snapchat Ads that lead users to the App Store to download the app and purchase a sneaker. Their campaign resulted in a 26% lower Cost Per Acquisition and 2.5x ROAS. #3 Sephora In the beauty industry, Sephora took a unique approach with gamified AR experience using a new Lens. Users were given a coupon after they completed the game to use it right away on their website. This has helped them boost their engagement and sales. data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw== TakeawaysThere are a lot of great potentials for eCommerce brands to sell products on Snapchat. But, if you feel that your target audience is not using this platform, or simply it’s not your cup of tea, then you don’t necessarily need to join. Key points to remember:
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