James W.D. Stewart

James W.D. Stewart

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It was a late Friday night, when I'd finished a long round-up of WordPress themes, and had completely forgotten that my fridge was empty.  I collapsed onto the sofa, launched Snapchat, and suddenly my mouth started watering…  My neighbour had posted a picture of himself — eating a huge, yummy burger.  The ridiculous tradition to take pics of food, and boast of them publicly, appears to have migrated from Instagram to Snapchat.

/blog/2017/05/20/snapchat-advertising-the-cost-of-targeting-millennials/

https://forces.army/blog/2017/05/20/snapchat-advertising-the-cost-of-targeting-millennials/

Snapchat Advertising: The Cost of Targeting Millennials

Count Words — Reading Time
by James Stewart
Published: 
Updated:    Spelling
Location:  Greater Sudbury Public Library, 74 Mackenzie St., Sudbury, Ontario, P3C 4X8, Canada
 

 

It was a late Friday night, when I'd finished a long round-up of WordPress themes, and had completely forgotten that my fridge was empty.  I collapsed onto the sofa, launched Snapchat, and suddenly my mouth started watering…  My neighbour had posted a picture of himself — eating a huge, yummy burger.  The ridiculous tradition to take pics of food, and boast of them publicly, appears to have migrated from Instagram to Snapchat.

Next, what I saw was a 10-second video, advertising a local snack bar, with a home delivery service.  The hunger and no energy to cook did their part.  A click on the ad brought me to the snack bar Web site where I ordered my favourite pasta with mussels and calamari.  And, then it hit me…
 

People use Snapchat for the promotion of their businesses.  I've been using the app for a long time now, but have never looked at it from that angle before.  Giants such as Facebook, Instagram, and Twitter turned out to be not the only stars in the advertising galaxy.  To pass the time before getting my pasta, I decided to learn more about Snapchat advertising.  I was curious as to whether the app would do for promoting my own stuff.  Here's what I'd found:

  • According to the latest data published on TechCrunch, Snapchat has nearly 160,000,000 active users per day.  That's a big crowd, isn't it?  Promoting my stuff within such a densely populated environment's a great opportunity to increase my brand awareness.
  • Two-thirds of Snapchat videos are watched with the sound on.  To compare, 85% of video ads are watched with the sound off on Facebook.  It means that prospects can hear my voice — which, is perfect for improving my call-to-action strategy.  The voice can be more compelling than the text, if I use the right intonation and message.
  • Users of the app are mostly young people.  Particularly, 13–17 years (23%), 18–24 (37%), and 25–34 (26%).  That's, exactly, what I need…  My services could attract a lot of millennials.

With those and other curious stats, I quickly understood that Snapchat was the right advertising platform for my business.  But, as you may already be well aware, it's all about the budget that you have to spend on ads.  So, the next thing that I did was research the cost of advertising with Snapchat.  There are different types of ads that you can use to promote your business within their app.  Check them out, and how much they'll cost you, below.

 

Snap Ads

Price:  Starting at $10,000 USD per month.

Snap ads are 10-second videos that users see in-between Stories and in the Discover section.  Besides standard Snapchat ads, you can use different variations, including:

  • App Install & Snap Ad:  Opens a page of the App Store, or the Google Play store, to install an app in the background.
  • Article & Snap Ad:  Animated GIFs, galleries, images, in-line videos with an auto-play option, text.
  • Long-Form Video & Snap Ad:  Behind-the-scenes footage, full-length trailers, short video tutorials, etc.
  • Web View & Snap Ad:  Pre-loads a Web site.

 

Price:  Starting at $5 USD.

When Snapchat users stay in your geolocation, they can use your geo filters to explain where, when, and why they took a snap.

  • Chain Campaign:  Lets Snapchat users send your brand message when they're at your retail location.
  • National Campaign:  Meant for sharing a message about your product and/or event, with Snapchat users, across the country.
  • Event Campaign:  Perfect for associating your brand with a large-scale event.
  • Shared Spaces Campaign:  Allows Snapchat users to send your brand message to friends when they're in high-traffic social spaces.

 

Price  Rumoured:  Starting at $450,000 USD per day (Sunday – Thursday), $500,000 USD per day (Friday and Saturday), $700,000+ USD per day (holidays and/or special events).

This is the priciest, and most effective, type of Snapchat advertising.  With lenses, users will play with your ads — not just watch them.  It's a huge achievement in media advertising — you can entertain people with your brand.  Take note that the price depends upon the campaign length, day, trends, etc.

 

Discover Section

Price:  Starting at $50,000 USD per day.

The Discover section's located at the top of the screen, and designed primarily, for publishers such as CNN and Cosmopolitan.  If you have $50,000 USD, you can post your content — millions of Snapchat users will read it.

 

Snapisodes

The newest type of Snapchat ads.  Snapisodes are 3-minute, influencer-filled, episodes that mimic TV.  Is there a youngster who still watches that box used for brainwashing?  Young people are all on their mobile devices.  So, posting an exclusive, high-quality episodic content will draw their attention.  Learn more about snapisodes on Mashable.

 

Snapchat isn't the cheapest platform for advertising.  Unless you use geo filters, Snapchat marketing may cost you thousands of dollars.  However, that investment could be rewarding in the end though.  Through funny videos, interactive lenses, and/or many other gimmicks, you won't just spread the word about your business…  You'll engage people with it — keeping them loyal.  Have you already tried Snapchat advertising?  Feel free to share your experience(s).

 
Categories:  Business, Marketing, Social Media, Technology  
Tags:  Innominate

 
Syndicated to:

 
References:

  1. Marriott Rewards's new Snapchat ad is a dream come true for the app
    by Kerry Flynn Published: 
    Referenced: 
  2. Snapchat reportedly hit 160M daily users and $400M revenue in 2016
    by Josh Constine Published: 
    Referenced: 
  3. Snapchat user demographics: Distribution of Snapchat users in the United States as of February 2016, by age
    by Innominate Referenced: 
  4. Snapchat: We can prove people watch mobile videos *with* sound
    by Tim Peterson Published: 
    Referenced: 
  5. The Top Snapchat Statistics You Need to Know for Business
    by Dara Fontein Published: 
    Referenced: 

 

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Creative Commons Licence :: BY-NC-SA James W.D. Stewart by James Stewart is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.  Based on a work at https://github.com/jwds1978/jwds1978.github.io.