Because Snapchat advertising is currently not as popular as Facebook and Google advertising, data, guides, how-tos, and other information about Snapchat ads are scarce. With this lack of information comes the lack of knowledge—you likely know so little about Snapchat ads.
Two types of Snapchat ads exist:
- Attachments ads
- Filter ads
While Attachment ads are great for direct response, filter ads are great for brand awareness campaigns. Unlike Facebook, Instagram, and Google ads, Snapchat’s attachment ads only use moving creatives such as videos and GIFs. These ads appear between users’ Snapchat stories and, true to Snapchat’s theme of transience, only play for up to ten seconds (unless you swipe on the CTA). These transient, skippable ads include internal links that users can click to perform a desired action such as installing your app, visiting your website, or watching your video.
Filter ads, on the other hand, are sponsored filters that users use to decorate their photos or videos. Filter ads differ from regular filters: a brand or company creates these branded filters and pays Snapchat to include them in its app.
Intrigued? Here are the six types of Snapchat ads you can use for your campaigns.
1. Web View
The web-view Snapchat ad allows you to attach your website to the ad. When your ad appears, users can swipe up on the CTA to visit your website from which they can make purchases without leaving the app.
If you want to promote your articles, you should advertise on Snapchat using its Article ad format. Like all Snapchat ad formats, the article format, which fills your phone screen, opens vertically.
You can include text, in-line videos that autoplay, and GIFs within your ad. Once live, your ad will appear under Snapchat’s Discover section where featured Snap stories and articles by other publishers reside.
3. App Install
Snapchat’s app-install ads are a great way to generate more app installs. While your ad plays, the CTA “Install Now” appears on the bottom of the screen. Users swipe up to download your app from the app store without leaving Snapchat. The app installs in the background.
4. Long-Form Video
Long-form video ads are recommended for those who want to promote movie and tv show trailers, behind-the-scenes footage, and how-to videos, among any others. Your ad, which will play a short 10-second preview of your long-form video, contains a “Watch” CTA on the bottom of the screen, which, when swiped up, will play the entire video.
5. Sponsored Geofilters
Geofilters appear to users in your chosen location. For example, if you’re having an event at the Hollywood Bowl, you can create a geofilter that appears to users in the Hollywood Bowl. Geofilters are great for campaigns that cover a specific location or a major event. When creating geofilters, you can choose from the following campaigns:
- Event-geofilters will appear to users in the location of your event.
- Shared Spaces-geofilters will appear to users in shared spaces such as a mall or an airport.
- Chain-geofilters will appear to users in your brick-and-mortar store.
- National-geofilters will appear to the country of your choice.
6. Sponsored Lenses
Sponsored lenses are filters that alter someone’s face in Snapchat ads. With sponsored lenses, users can take pictures with dog ears perched on their heads, full make-up on their face, and funky accessories on their bodies. Users can even use filters to make themselves appear like certain public figures.