Snapchat arrived on the social media scene in 2011 as a platform where users could share “snaps” of photos or short videos, which can be edited and shared individually or grouped into “stories” that are shared publically or just with friends. Five years after its arrival, Snapchat now has 100 million active daily users with 8 billion video views each day. Like any platform that gets THAT big, we knew that advertising options were sure to follow. Although certain forms of advertising have been available since October 2014, Snapchat has just announced a new form that is sure to interest businesses who want to target millennial consumers.
Snapchat’s Advertising History
On October 17, 2014, a post on the Snapchat blog announced that advertisers could buy ads featured in the “Recent Updates” section of the app. Explaining the move to Snapchat users, they said, “An advertisement will appear in your Recent Updates from time to time, and you can choose if you want to watch it. No biggie. It goes away after you view it or within 24 hours, just like Stories.”
In November, they expanded to include paid advertisements in the Our Story section, a section that features collections of photos and videos from popular events and locations to give users “a simulated experience of attending a live event.” The Our Story section was later renamed Live Story, and advertising is still available.
Finally, in January 2015, Snapchat announced a new section of the app for select publishers called Discover. Advertising on Discover followed soon after, although industry sources reported that the cost of running these ads was quite pricey.
The New Snapchat Advertising Option
As Adweek announced on June 13, 2016, the latest venture for Snapchat advertising is called Snap Ads Between Stories. Stories are collections of snaps (photos or videos) that users create which are available for 24 hours and then they disappear. The advertising option will allow you to place your video ad in between stories, so users will see your ad as they swipe from one friend’s story to the next.
These new ads will be sold not by Snapchat but by third-party Snapchat Partners. Creative Partners will help you create the content of your video ad, and Ads Partners will help you buy, optimize and analyze your ad campaigns.
Users do have the option to swipe past your advertisement; however Snapchat is taking several precautions to minimize that possibility. For one, they will be reviewing every ad so that only the strongest advertising content is displayed to users. They are also limiting the number of ads that users will encounter, with the theory that fewer ads shown will mean greater recall and brand recognition.
Adweek says that marketers can expect Snap Ads Between Stories to be less expensive than other forms of Snapchat advertising. Snapchat says this form of advertising will be very popular among advertisers because video ads get five times the consumer engagement compared to other mobile ads.
Tips for Snapchat Marketing
Are you interested in Snapchat advertising, but not sure how to get started with this new platform? M2 On Hold Australia shared this excellent infographic with us that will teach you how marketers have been using Snapchat to promote businesses. You should also keep in mind that businesses CAN set up their own free account on Snapchat (for example, check out Hubspot’s 10 best brands on Snapchat). The infographic will give you ideas on how to use Snapchat both for organic marketing and the new paid advertising format.