Evaluate Snapchat as an advertising channel according to your audience and objective. The old news that 'everyone can finally advertise' is no longer a useful starting point. Ask instead whether you have an offer and a visual approach that suit the channel.
Nor is it enough to assume Snapchat is only for one age group. Use current data, insight from your own customers and available campaign settings to assess reach.
Start with a specific offer
Decide what the recipient should understand and do. A local event, a product demonstration and a complex B2B service need different explanations. The latter may require several encounters with the content before contact feels natural.
Clarify where you deliver and who handles responses. Lots of ad opens are of little use if the website or receiving team is not ready.
Choose a format you can do well
Snapchat offers formats including Single Image or Video Ads, Story Ads, Collection Ads and AR formats. The official format overview sets out the requirements. Several formats use vertical 9:16 content, but check the specifications for the formats you actually choose.
Consider starting with a simple image or short video demonstrating the offer. An advanced AR experience is not required to test whether the channel suits you. Keep important text and product details clear of areas covered by the interface.
Make the point early
The recipient may not know the business. Explain what is happening, whom the offer suits and why it is worth exploring. Use captions where they make the story easier to understand.
Try different angles, such as a product in use and a common customer situation. Avoid testing variants that effectively say the same thing.
Choose objectives and measures together
Snapchat's advertising objectives covers different tasks, including sales and collecting contact details. Choose what fits the trial. Impressions and engagement should not be described as sales.
Assess landing-page visits, relevant enquiries or purchases alongside cost. Compare platform figures with your own enquiries and note tracking and attribution limitations.
Test within clear boundaries
Agree on a budget, period, responsibilities and what you want to learn. Check the whole journey on mobile before starting. After the trial, assess whether the problem lies with the channel, content, offer or page before drawing a general conclusion.
When comparing channels, use consistent definitions of a relevant enquiry and include the work involved in production. See also the guide to social media advertising.
