您应该在Snapchat上做广告吗？

2017年3月，流行的社交媒体应用Snapchat的母公司Snap Incbob全站app.，went public。To meet revenue expectations, they opted into a self-service ads model, as opposed to direct sales.

It's no question Snapchat is a popular platform — in the U.S. alone,8730万人使用该应用。鉴于此，营销人员可能会很好奇使用Snapchat实现营销目标以及平台上可用的广告选项。

在这篇文章中，发现使用Snapchat所带来的好处，该平台是否可以帮助您实现业务目标以及我在平台上的实验中进行的案例研究。

Advertising on Snapchat

While it is not as new and emerging as TikTok, Snapchat is not exactly a B2B platform, so you may be skeptical about using it to meet your marketing goals.

营销人员可以在平台上创建和利用各种类型的Snapchat广告，例如AR体验，用于照片叠加层的独特业务过滤器，甚至是3分钟的长期广告。这些广告可用于各种不同的目的，例如通用品牌知名度，推动销售或推动网站流量。

许多人可能将平台与Facebook进行比较，但是两种产品之间存在显着差异。尽管Facebook的广告和定位工具更强大，但Snapchat的Creative Studio强调了设计。尽管Facebook的业务经理最初会感到压倒性，但Snapchat提供了一种工具，可以指导您完成广告系列的启动和运行过程。

此外，Snapchat还提供用于创建广告的模板，这对不负责制作创意资产或视频的团队的企业有帮助。您可以从特定的模板中进行选择，并创建最适合自己的功能，各种规模的企业可以利用该工具来构建广告并创建产品目录以与目标受众共享。

让我们介绍一些统计数据，这些统计数据可以解释有关Snapchat上广告的其他事实。

1. The largest audiences on Snapchat globally are females between the ages of 13-17 and males between 25 and 34.

千禧一代目前是拥有最重要的购买力的一代。Z世代的许多用户正在接近年龄，他们可以开始为自己购买购买或已经开始这样做。鉴于此，利用Snapchat为您提供具有明显消费能力的几代人。实际上，

2. Snapchatters hold$4.4 trillionin global spending power.

在应用程序上产生收入的机会很高，尤其是在广告产品和服务时。

图像源

3.远见工厂的研究预测，2025年我们将看到一个增长37％在购买产品之前使用AR的美国Z世代购物者的比例。

Snapchat has unique AR tools that set it apart from other social media apps. If you leverage this in your Snapchat Ads strategy, you’ll meet a significantly large audience desire and stay up on the trends.

4. Snapchatters are可能性增加63％比非少量车在上个月通过移动设备购买了产品。

如果您在Snapchat上出售产品，您的受众可能不太犹豫地在社交媒体应用程序上购买，并且可能准备再次这样做。

5. Snapchat广告有高5倍ad awareness than other mobile video ads.

This statistic shows that the video you create on Snapchat can attract more customers than the ads you make on other platforms.

Let's go over an experiment I ran for my business on Snapchat to test out the platform.

42 Agency: A Snapchat Case Study

When I first started exploring Snap Ads, I was a little skeptical whether or not it could work for 42 Agency. Snap is not exactly a B2B platform, and, to my knowledge, didn't have deep targeting options for companies working on Demand Generation or Growth projects.

出于我的目的，我决定运行一个简单的网络流量目标广告系列（SNAP还支持应用程序安装，参与度和其他目标）。我想针对特定于商业的受众，因此我将精力集中在27岁及以上的年龄上。

I was impressed with the targeting options available on Snap Ads. Snap has similar categories to Facebook, available from Experian & Datalogix (income, occupation and such), albeit not as exhaustive as Facebook. However, these targeting options are available for the U.S. only. Along with Advanced Demographics, Snapchat's ad targeting includes options for TV viewing, purchase behavior, lifestyles, and more.

总体而言，这是广告系列统计信息：

In this case, the "Swipe Ups" measure click-through rate. Rather than using a click-through link, Snap's product urges users to "Swipe Up" from the bottom to view the destination URL. In my opinion, this creates higher intent and less risk of mistaken clicks than Facebook or Twitter mobile ads.

If you’re still on the fence, here’s a summary of when you should consider using Snapchat and when your marketing efforts may be best spent elsewhere.

您应该在Snapchat上做广告吗？最后的判决

There is no right or wrong answer to the question of whether or not you should advertise on Snapchat, as most businesses can find success on the platform. You can easily segment your audience, upload your assets, set a campaign goal, and drive results. In addition, it’s less risky than TikTok simply because of the variety of advertising options available.

如果您是SaaS业务，则可以轻松地创建广告广告您的产品和服务。如果您是服装零售商，则可以创建产品目录，以便用户可以看到您在应用程序中提供的产品。如果您是狗美容师，则可以使用位置定位来在当地受众中获得您的业务品牌知名度。

Given this, there really is no set rule for which businesses can and cannot advertise on Snapchat. However, it is essential to the companies that do advertise on the platform to consider the following:

• If your audience isn’t younger Gen Z or older Millennials, your audience likely won’t be on the platform. However, if you do, you’ll expose your content to an audience with significant purchasing power.
• Snapchat是一个注重视觉的平台，如果您无法创建独特的品牌资产，例如图像和视频，那么很难满足受众的期望。
• 如果你没有一个现有的社交媒体marketing strategy for other platforms, it may not be best to focus your efforts on the platform as it is more unique than Instagram or Facebook.

如果您正在寻找更多信息，请让我们介绍一个实验，我在Snapchat上为我的业务进行了测试。

最终，在营销策略中使用Snapchat的决定取决于您的整体营销目标和目标受众。考虑上面列出的好处，它可以带给您的业务，并确定它是否适合您的策略。