Our media buying experts' key takeaways from the Snap Partner Summit 2024
Did you know Snapchat (the social media platform owned by Snap, Inc.) has a user base of 850 million users worldwide?!
If you thought Snapchat was just a small niche app for kids, it's time to start thinking of it as a bona fide advertising platform that can grow your business.
But how do Snapchat ads work?
Fun facts:
75% of people come to Snapchat to interact with their closest circle of family and friends, and...
92% of consumers trust recommendations from friends and family above all other forms of advertising!
That's a really significant opportunity to influence your target audience, especially if they're predominantly Gen Z.
Snapchat offers two ad creation options:
Instant Create: For quick and easy ads, upload your creative and select your audience and budget. Create your ad in just a few minutes.
Advanced Create: For more complex campaigns, use this option to create multiple ad sets with advanced targeting and bidding capabilities.
To measure and optimize your campaigns, use the Snap Pixel to track performance and make data-driven decisions.
At Exverus, our professional social media advertisers have close relationships with Snap to build the most comprehensive and effective campaigns for our clients.
Snap Partner Summit 2024 Highlights
Our VP of performance marketing and paid social director attended the 2024 Snap Partner Summit in the Bay Area and came back with invaluable learnings for media buyers and brand marketers:
Snap highlighted their growing user base of 850 million users worldwide, who send more than 1 billion monthly snaps to each other.
Company executives unveiled their new Simple Snapchat User Interface, which looks to simplify the design of the Snapchat mobile app to make the user experience seamless and easy to navigate.
Snap also announced development of their proprietary AI tools for designers/developers to easily create AR lenses and filters on the platform.
Most notably, the company unveiled their 5th generation of Snapchat Spectacles, which create a unique VR user experience that blends Snap's AR technology into the user's real world surroundings.
"For the first time in history, we've made transition lenses cool." -- Evan Spiegel, CEO Snap Inc.
Key Snapchat Ads Partnerships
Hulu x SambaTV x Snapchat Ads
Hulu and SambaTV showcased their partnership to drive a full funnel measurement approach with Snapchat ads, allowing Hulu to target new-to-brand users on Snapchat while measuring tune-in lift on the backend using SambaTVs automated content recognition (ACR) technology.
Sports & AR
Snap highlighted the wide application capability of their AR Lens technology with partnerships across professional sports, including the NBA, LA Rams, and Suni Lee (American Gold Medal Gymnast). Snap is enhancing the fan experiences with athletes behind the scenes, in stadium, and everywhere fans are engaging with sports.
Live Music
Snap discussed partnerships with Live Nation and artists (including Billie Eilish and Partynextdoor), showcasing how the platform allows users to intimately engage with their favorite artist, strengthening that bond and driving a deeper connection for advertisers in the music industry. Snapchat extends the reach of concerts beyond attendees and allows artists to communicate authentically with their audiences.
3 Things marketers should know about Snapchat
Creativity is alive and well! Authentic and fun experiences make Snapchat unique. Creators and developers continue to raise the bar for content and experiences on the platform, which will provide better media innovation and new opportunities for brands.
Add Snapchat to your existing social media mix: Snapchat is a key part of social media -- it's not a replacement for other platforms, but rather an additive to build brands and deliver business results.
Run A/B tests and connect ads to retailers for driving lower-funnel conversions after capturing upper-funnel attention.
Our own social media advertisers are excited to brainstorm ideas of new Snap activations for Exverus clients in 2025 & beyond! What will your team create?
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