What’s the best way to maximize your campaign performance on Snapchat?
Snap wanted to provide some more insights on this topic Two new studies A look at how different Snap ad formats drive user feedback on the app and how Snapchat’s advanced AR tools can help raise brand lifts and awareness.
The The first studyConducted in partnership with Kantar, Analysis 52 Snapchat ad campaigns out of 50,000 respondents, to get a good idea of ​​what’s working right now.
Original find? Using multiple ad formats in your campaign yields significantly better results.
As you can see in this chart, the data shows that using multiple Snap ad formats in your campaign yields good results in both brand awareness and intent, while using a snap camera extends it further.
Such as Snap:
“As the target audience becomes more involved with content ads, including commercial, snap ads and story ads, budget redistribution to camera ads helps create different frequencies with increasing reach.“
Which is more broadly aligned with the growing interest in AR and advanced connectivity elements. Snapchat offers a variety of ways to create AR-enabled campaigns, and these results show that adding interactive features can be a big blow to your performance.
Research also shows that marketers are able to increase their ad exposure within the app to improve performance as opposed to over-engaging their target market:
“On average, throughout the study included in this campaign, we found that the frequency of 4x / week drives about three-quarters of the total potential internet lift, the model predicts a total saturation of 8x / week.“
So multiple formats, at higher frequencies, can respond better to your Snap campaign. Some key considerations for your approach.
In The second studyIn partnership with MAGNA Media TrialSnapchat focuses specifically on AR components and how the increased engagement of AR tools can further enhance your brand’s messaging.
The results show that Snap users find While AR ads can be significantly more informative than pre-roll ads, AR ads also help consumers feel closer to the brand.
Snap further notes that different responses to different AR formats are considered:
“World facing AR lens Influences them in the middle of the journey and results in higher purchase intentions (+ 8%) and creates relevance for the brand (+ 7%). Front-facing AR lens Help brand those who are close to purchase with brand uniqueness + 5% lift and 4% lift in relevance.“
So not only is it important to use AR, but the various AR tools on offer can also drive variable results based on this data.
Of course, it basically depends on exactly what your AR experience is and how you use it, so it’s hard to say that front or rear experiences are definitely going to perform better in this context. But in general, based on this research, there is a difference, which may be another consideration for your approach.
These are some of the interesting searches and elements to factor in, and if you’re looking for ways to connect with the Snap audience, it’s worth considering the data notes here in your strategy.
Snap’s full study overview includes a range of additional notes on the pointers, which you can check out Here And Here.
