Industry: Snapchat's first B2B marketing push is a timely, smart move

Social media platform's first global B2B marketing campaign comes amidst an identity crisis for its platform rivals and a world seeking better community connections, say agency leaders

Dos and don'ts for harnessing Snapchat as paid media channel

Alongside their views on market dynamics, agency leaders CMO spoke to offered up a range of recommendations when it comes to brands delving into Snapchat as part of their paid media strategy.

Think consumer-first: Lednyak cited Snapchat’s creative functionalities including interactive filters as a great way for consumers to get involved in a brand. “However, to really make sure this works for brands, marketers need to look at the creative through the lens of the consumer to ensure it is engaging enough and relevant enough for consumer to jump on-board,” she said.  

The key to any brand succeeding in social channels is creating content that is right for their audience in the first place, Lo Russo agreed. “That maps best to the platforms being considered, by testing and measuring impact, and by refining content based on where the best results are found,” she said.  

Language check: For Galmes, brands making content for a specific platform should always use the ‘language’ of that platform both visually and verbally. “Don’t just re-edit your 30-second TVC and plonk it on Snap with a media spend behind it,” he warned.  

“Think about how you can engage a Gen Z audience by creating content like they do. Shoot on a mobile and in 9x16, create some fun Stickers to go along with it or build a cool AR Filter or experience. I’ve found location / geofenced ideas all work really well.”

Story-telling: When creating content on Snapchat, think like you would for stories, Harding-Easson advised. Content should be full screen, shot for mobile only and video-first.

“Most users are consuming content with sound on, unlike Facebook and Instagram where the behaviour is different. Content that makes the most of this engrossing experience will do better,” he recommended. “Snap ads are skippable, so the first few seconds matter the most. Draw your audience in with captivating talent or visuals. Humour and emotion generally play out best.”

Interactivity is key. Three-quarters of Snapchat’s global audience engages with AR Lenses daily, for one. “Filters and lenses are a major part of how users are creating and sharing content. So if you’re looking to create social AR assets, then Snapchat has to be a consideration and can be promoted or shared organically,” Harding-Easson said.  

This translates into making the most of Snapchat’s full funnel offering. “Retarget consumers with lower funnel formats that drive people to take an action. Make use of attribution tracking by implementing a pixel on your website. And use the new dynamic ad products to upload a catalogue that supports your ecommerce efforts,” Harding-Easson added.

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