A Comprehensive Guide to Snapchat: From AR to Commerce
- 1. A Comprehensive Guide to Snapchat From AR to Commerce
- 2. Today’s Logistics Katherine Bishop Marketing Coordinator Recording & slides will be in your inbox shortly after the session Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
- 3. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
- 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 5. Our Speakers LAUREN WALDEN Associate Director, Paid Social NADAV GEFT Manager, Global Agency Development
- 6. Agenda ● What you need to know about Snapchat ● How Snap Fits Into Social Strategy ● How to Activate ● Q&A 6
- 7. How is your brand currently utilizing Snapchat? ● Regularly creating and sharing engaging content on our snapchat profile ● Leveraging AR lenses to create interactive and fun experiences for our audience ● Collaborating with influencers and creators to expand brand outreach ● Not using it at all but want to POLL
- 8. What You Need to Know About Snapchat 8
- 9. Snapchat exists to enhance relationships between friends, family, and the world “Real relationships, real influence, real results” This is achieved through our large and unique audience, diverse ad formats, and proven results. C O N F I D E N T I A L
- 11. More than any other social network. Source: Neuro-Insight Study, Commissioned by Snap Inc, 2022, US Which social platform do you go to connect with close friends? 10% 34% 61% 75%
- 13. Source: GWI Q3 & Q4 2022. Sample Size: 10,525 Snapchatters aged 18-64 who use the platform daily. Market: USA. Snapchat’s daily reach is unduplicated. Exclusive Daily Reach of Snapchatters (18+) % of Snapchatters who do not use this platform daily 46% 50% 56% 68% 81% 83%
- 15. 100 index Platform Happiness Making Snapchat the happiest platform! Source: Goodques Path to Purchase study commissioned by Snap Inc, 2021 Ranked as the #1 Happiest Platform
- 18. Enhancing real relationships across five distinct tabs Map 350M Snapchatters use Snap Map each month Chat 383M Snapchatters use Chat each day, including 150M with My AI Camera 250M Snapchatters use AR each day. Shopping is the #1 reason they use AR Stories 70M+ reach in each of sports, news and entertainment shows and publisher content Spotlight 400M MAU. Time spent tripled YoY. Fastest growing tab
- 19. How Snapchat Fits Into Your Paid Social Strategy 19
- 20. Full Funnel Marketing Drives Better Performance AWARENESS CONVERSION AWARENESS CONSIDERATION Collection Ads/DPA Snap Ads/DPA Story Ads/DPA Shoppable AR/DPA Snap Ads Story Ads Collection Ads AR Leans Commercials Snap Ads Leverage Snapchat’s full suite of ad formats to achieve optimal results Snapchat is great for gaining high reach with unduplicated audiences with the added advantage of low CPMs. Their unique AR integration and expanding DR capabilities makes it an ideal platform to capture the attention of digital native Millennial and Gen Z users. Advanced audience targeting based on lifestyles, shopping activity and online behaviors can drive additional performance by allowing you to reach the right users where they engage the most.
- 21. Ad Formats for All of Your Objectives Bespoke AR Lens Shoppable AR Lens Snap Ad Collection Ad Story Ad Commercials in the Camera within Content between Friends’ Stories, or within Publisher Shows + Spotlight only within Shows
- 22. E-Commerce Experiences in Snapchat Screenshot Screenshot Screenshot Screenshot Dynamic Ads Snap Ads Collection Ads Story Ads
- 23. E-Commerce experiences in Snapchat Screenshot Screenshot Screenshot Screenshot Dynamic Ads Snap Ads Collection Ads Story Ads Of Snapchat’s business comes from Direct Response advertising, making this a vital addition to lower funnel strategies across industries Over 50%
- 24. Augmented Reality is The Digital Layer That Enhances the World Around You 250M Snapchatters use AR each day. Shopping is the #1 reason they use AR 47% Snapchatters exposed to media that included an Apparel Lens were 47% more likely to purchase.
- 25. AR Drives 5x More Attentive Seconds Than Social Platform Averages WHERE TO FIND THEM THE BENEFITS Camera Carousel, Lens Explorer, Friend Stories/Snaps, Snap Ads, MyAI ● Create interactive moments with augmented reality experiences. Lenses use augmented reality to place objects and animated characters in Snaps – it appears as if they’re really there! ● Connect to catalogues to drive commerce behavior - sampling, product demonstration and purchase ● Exposure vs Experience: Lenses are the only digital ad format that puts the end user in the creative. CREATIVE VARIETY COMPLEX BESPOKE INSTANT
- 26. Liquid I.V. Drives Incrementality and Efficiency with AR On Snapchat RESULTS In the past, health and wellness brand Liquid I.V., leveraged both Snap Ads and Story Ads to drive purchases for their hydration essentials. Liquid I.V. wanted to step out of their comfort zone while scaling their e-commerce success and driving brand growth, so this time around, the brand opted for something a little different — and more immersive — to deliver to their consumers. Enter: augmented reality! CHALLENGE ● The brand’s campaign objective was to increase reach and drive performance while simultaneously reducing the cost per incremental ● To reach this KPI, Liquid I.V. decided to incrementally introduce AR to Snapchatters, splitting their campaign into two parts. First, the brand sought to drive engagement and target a broader prospecting audience with a Swipe-Up Lens ● Liquid I.V. also pursued a broad-distribution Lens that would allow them to scale even more, targeting the perfect niche holiday: National Hydration Day ● The Audience Lens for the first half of their campaign reduced cost per Incremental across all metrics and improved performance. ● The National Lens for the second half of their campaign was also exceptionally successful, driving a 73% incremental reach while continuing to drive down CPIS. SOLUTION SUMMARY brand awareness lift with audience lens purchase intent norm with national lens +2.5x 20x CASE STUDY
- 27. Full Funnel Success On Snapchat Leverages Multiple Ad Formats with Both Camera and Content Placements Awareness Consideration Conversion ● Snap Ads ● Commercials ● AR Lenses ● Collection ads ● Snap Ads ● Story Ads ● Story Ads ● Collection ads ● Catalog Sales ● AR Shopping Lenses (Try-On) 2.3x higher Conversion Lift than single Ad products 2.1x as likely to drive significant Purchase Intent
- 28. Key Tips for a Successful Snapchat Activation 28
- 29. How to Approach Campaign Set-Up for Testing Plan for at least a 4 week test flight. Assuming all pixels and CAPI are in place, campaigns will require a learning phase to reach optimized delivery. Be realistic about your budget and goals. Having a healthy budget of ~$50k for a test flight will ensure you drive enough early conversions to exit the learning phase efficiently. Bonus: frontloading you campaign with expedite learning! Identify your objective and know how you’re going to optimize for success. Once you know what you’re trying to achieve it’s easy to determine your bid and optimization strategies, KPIs, targeting and ad product mix.
- 30. 30 Awareness Consideration Conversion Objectives Targeting Measurement ● Awareness ● Engagement ● Video Views ● Lead Gen ● Drive Traffic (web/app) ● App Install ● Catalog Sales ● Website Purchases ● App Purchases ● Broad Demo ● Lifestyle/Interest Segments ● Lifestyle/Interest Segments ● Re-engagement ● Lookalike Segments ● Lifestyle/Interest Segments ● Re-engagement ● CRM/Audience Match ● Reach ● Brand/Attitudinal Lift ● PIxel ● CAPI ● MMM ● Reach ● Attitudinal Lift ● Pixel ● CAPI ● MMM ● MMP ● Conversion Lift ● Pixel ● CAPI ● MMM ● MMP ● MTA ● Visitation Lift Establishing Your KPIs, Targeting and Measurement for Snapchat Performance
- 31. Clothing Brand Drives Stronger ROAS with 7/0 Optimization Snapchat typically defaults to a 28-day click & 1-day view attribution window, often leading to lower last-click conversion rates and under reported attribution in third-party tools. Understanding the true value of Snap in the media mix and it’s capability to reach users who are more likely to convert quickly is critical to Brand’s success. Tinuiti hypothesized that a 7/0 optimization would drive stronger results for our Snapchat campaigns (both in-platform & third-party tools) by shifting away from 28/1 optimization CHALLENGE ● Leveraged Tinuiti’s access to early 7/0 beta using the top acquisition audience (Women’s Fashion Interests) and activated two ad groups side by side to compare optimization strategies ● 7/0 Optimization drove 100% stronger platform-reported ROAS and showed a 250% stronger ROAS in third-party reporting tools at a 51% more efficient CPA ● Tinuiti recommended rolling out ad sets with 7/0 optimization windows across entire Snapchat account in efforts to mirror this improved efficiency, platform return, and revenue & ROAS lifts SOLUTION SUMMARY CASE STUDY RESULTS Stronger ROAS compared to BAU Ad Set More efficient CPA compared to BAU Ad Set 100% 51%
- 32. Organic Snapchat Presence + Paid Ads Drives Higher User Intent Aligning organic and Snap paid ad content experiences on Snapchat improves the intent of actions and downstream conversions. Create a consistent playback experience to encourage Snapchatters to perform high-value actions with greater intent Bring high performing organic content into paid campaigns to keep the momentum going and drive higher returns
- 33. Creative is Critical to Success
- 34. What It Looks Like: Full Funnel Activation Awareness Consideration Conversion
- 36. Real relationships. Real influence. Real results. Need for a broad way to reach users with your brand message Snapchat reaches more than 750 million users monthly Snapchat delivers 3.6x more attentive seconds than any other ad format or platform Snapchat has the full funnel solutions to help you reach your customers, with your authentic voice 91% of Snapchatters say this is a happy environment 75% of Snapchatters say this is a network to chat with close friends Nearly 50% of Snapchatters do not use TikTok, and are uniquely found on Snapchat Need for proven results Need for diversity of ways to engage with customers Need for a receptive environment to tell your brand story Need to reach real people in a meaningful way Need to reach users that can’t be reached in other places C O N F I D E N T I A L
- 37. Schedule Your Consultation with a Social Media Expert
- 38. Q&A LAUREN WALDEN Associate Director, Paid Social NADAV GEFT Manager, Global Agency Development
- 39. Q1 2023 Digital Ads Benchmark Report VIEW TINUITI’S LATEST RESEARCH
- 40. Thank You!