At barely 26 years old, Evan Spiegel, the young prodigy founder of Snapchat, decided to breathe new life into his application. With the number of users still increasing – there are now 10 billion videos viewed daily by more than 150 million active users – the application benefits from an unparalleled young positioning. Enough to make people envious. This is why management decided to open its doors to advertisers with Snapchat Ads, thus offering completely new advertising opportunities.
The project is to make advertising clips appear between the stories of your contacts. With the advent of advertising, advertisers’ videos will slip in between those of your friends. The video should not last more than 10 seconds in an unusual vertical format. Still, Snapchatters can find out more by swiping up on the screen, thus revealing additional content and immersing the interested user in the video. Brand universe. Note that the first results have been convincing since the engagement rate is higher: five times more advertising scanning on Snapchat than click-through rates on other platforms.
The photo and video sharing application opens up possibilities thanks to new advertising formats – full screen, vertical – allowing the most prominent brands to let their creativity shine. With billions of videos viewed daily, it represents a considerable market and is, therefore, in the sights of all advertisers. However, not everyone will qualify for the title of Snapchat advertiser, and the selection will be difficult. To avoid being left on the sidelines, you will have to show inventiveness: the goal is not to invade users’ stories with bland and annoying advertisements; each proposed creation will have to pass under the sharp gaze of the validation office.
Also Read: Online Advertising: Facebook And Google Ads Compared
Due to the much higher click-through rate than other applications, Snapchat is among the most expensive advertising channels, with a CPM estimated at around $40-60 – this price is expected to decrease after that. As for the targeting techniques offered for Snapchat Ads, advertisers can target by age, geographic location, gender, device, telecommunications companies, and affinities. Although competitors like Facebook offer more than refined targeting, nothing says that Snapchat’s service will not develop.
The multinational has surrounded itself well to embark on the adventure. Many partners will provide tools to distribute, create, and manage the performance of their advertisements. Thus, The new Snapchat API aims to creatively and innovatively optimize the connection between its advertisers and community. And for its test phase, the application has not chosen to work with just anyone: Universal Pictures, Paramount Pictures, and Warner… the most prominent film studios will be the first to prove themselves on the network.
Following this announcement, which hit the headlines, the application was described as a real “unicorn.” In business jargon, a unicorn refers to a company with a bright future ahead of it. A name that suits him well. The firm has revealed (very) ambitious prospects: after a turnover of 59 million dollars in 2015, it is aiming for one billion by the end of 2017… The New Customizable Geo-Located Filter To Be Where Snapchats Are Indeed, you are already familiar with location-based filters, which appear, for example, during nearby events or when you visit a particular city or place.
Well, it is now possible to create your own: via the Snapchat On Demand site, you can upload your visual, select the location where you want to apply it, and off you go! The price will depend on the geographical coverage and especially on the lifespan you want to give to your filter (from $5). At the scale of your company, it is an effective way to make people talk about you by promoting an event you are organizing, for example. Location-based Snapchat filters reach an average of 40-60% of daily users.
Who hasn’t already had fun with Snapchat Lenses (those animated filters you add live to your face before taking the photo)? The sponsored version of these filters helps to add interaction and branding fun by creating “play time.” On average, Snapchatters spend 20 seconds on each filter: enough to get their message across effectively!
Snapchat is changing the game by moving from discreet advertisements to integrated videos. We imagine advertisers will be ready to put their hands in their pockets to reach their targets at the heart of their daily lives! We, therefore, predict a bright future for it, at the risk of overshadowing the most extensive social networks, when we know that its number of videos viewed each day already equals that of Facebook.
Also Read: How To Find The Right Advertising Agency
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