Snapchat Advertising: Tips to Connect With Gen Z

Gen Z lives on Snapchat, and top brands are already there! Are you? If not, it’s time to get started. Snapchat advertising is a game-changer for brands targeting the young audience, Gen Z in particular. A smart investment you need at the moment! 

From sponsored AR Lenses to a variety of ad formats, Snapchat is pushing creative boundaries in advertising. Its content stands apart from other platforms, and its ads are uniquely tailored to its vibe. Simply put, Snapchat is a one-of-a-kind space.

While Instagram is trying to be TikTok, TikTok is trying to be YouTube, Threads tries to rival X, and X aims to be the everything app, Snapchat carves its own path. Therefore, its distinct ecosystem can be a refreshing canvas for your brand to unleash creative ads and showcase your authentic identity. With a bit of planning, you’re ready to scale new heights, and this blog is your starting point.

Why Brands Can’t Afford to Ignore Snapchat 

Snapchat is among the most used social media platforms, with about 850 million monthly active users. The largest user base for the platform comes from countries like India, the United States, France, and the United Kingdom, making this a pivotal platform for brands focusing on these markets. These numbers argue strongly in favor of brands taking Snapchat more seriously in their social media advertising strategy. But that’s not all – here are a few more reasons why Snapchat is important in marketing: 

• Snapchat thrives on ephemeral content. This means that brands can easily create a sense of urgency and exclusivity through posts shared there. 
• The recent advancements on Snapchat allow more precise targeting options for brands. This means that you can reach the right audience at the right time increase the chances of conversion. 
• Data shows that people are happier when using Snapchat than when using other platforms. Meeting users when they are in their best mood can make a big difference. In other words, this can be a big boost to your brand engagement. 
• Snapchat’s ad formats (more on them in a minute) are known to be less intrusive than ad formats on most other platforms. This is another factor that boosts engagement. 
• The platform is all about creativity. So, if you are looking to push the creative boundaries and create immersive experiences for your audience, this platform will not disappoint you. 

Mastering Snapchat Ads: 7 Formats You Should Know + Tips

1. Single Image/Video Ads 

The most fundamental and the most commonly used ad formats in Snapchat advertising are the traditional single-image and video ads. These appear seamlessly between Stories, in the Discover tab, or within Spotlight.

Single Image/Video Ad specifications: 

Why do they work? 

• These ads are vertical and immersive, making users fully focused on your message. 
• If you are looking for instant action triggers, these are the best options in Snapchat advertising. 
• They work for a variety of brand goals like boosting brand awareness, increasing website traffic, remarketing, and increasing app installs. 

For example, Nederlandse Spoorwegen (NS), the Dutch national railway company, used video ads to boost summer travel. The goal was to target the audience in the age group of 18-35 to boost online traffic to their platforms. While costing them about 11% lower CPM, these ads helped with a 13x improvement in lift in brand imagery when compared with standard benchmarks. 

This example demonstrates the effectiveness of quick and effective storytelling through single-image and video ads on Snapchat. 

KIMP Tips: 

So, how do you make this ad format work? 

• For videos open with a bang – make the first 2 seconds count! 
• Incorporate Gen Z-friendly aesthetics. 
• Design with the vertical format in mind. 
• While Snaochat does support videos up to 3 minutes long, keep your video ads concise. 
• Use skippable formats to appear less intrusive. 
• Make sure that the CTA stands out. 

2. Story Ads 

Want to tap into Snapchat advertising with a bunch of images and videos to go into a single ad? Story Ads are what you need. Snapchat lets you add 1-10 images per Story Ad, and these appear on the Discover Feed for users. 

Story Ad specifications

Why do they work? 

• If discoverability is the main goal, Story Ads are great choices. 
• This format in Snapchat advertising is particularly handy when introducing a product and highlighting its features. 
• Getting a prime real estate in the Discover Feed helps boost your brand’s reach. 
• Given the support for multiple Snaps, this format lets you drive deeper engagement. 
• Comes in handy for educational content where each snap unravels a different element of the whole story. 

For example, UAE-based Fun Learning Store deployed Story Ads to leverage engaging storytelling that highlights their services. Story Ads reportedly brought them a massive 610% increase in sales in just 12 days. 

This shows how Snapchat Advertising through interactive Story Ads can help boost conversions by using sequential narratives that appeal to specific audiences. 

KIMP Tips: 

• Remember Snapchat’s restrictions for Story Ads. 
• Design all Snaps to be vertical and cohesive.
• Maintain visual consistency across Snaps for a seamless experience. 
• Keep key elements within safe zones so that your message is not lost. 
• Use minimal text and prioritize attention-grabbing visuals. 

3. Collection Ads 

Collection Ads are the perfect option for businesses in the retail sector to showcase a set of products within the same ad. Along with the hero image or video, you can add up to four different product tiles, each with a URL.  

This format in Snapchat advertising lets you create a mini virtual storefront-like experience to appeal to your audience. 

Why do they work? 

• When it comes to using social media for e-commerce success, formats like Collection Ads work particularly well. 
• Since users can browse through four different products without leaving Snapchat, this format creates a seamless shopping experience. 
• The reduced friction between discovery and purchase helps improve conversion rates. 
• Tappable tiles in this format make the ads interactive by default. 

For instance, Kitsch, a beauty accessories brand, used Snapchat Collection Ads (along with other formats) to drive online sales. Their efforts led to a 6x increase in ROAS with about 50% lower cost per purchase when compared to similar advertising formats on Facebook. 

KIMP Tips: 

• The hero image or video is what stops the scroll. Make it compelling. 
• Since the thumbnails are relatively small on the screen, make them clean and clutter-free. 
• Ensure a cohesive look and feel across hero visuals and thumbnails. 
• When using a video for the hero visual, keep it short (about 5-10 seconds). 

4. Commercials 

For those times when a more powerful, non-skippable ad is essential, Commercials are your go-to format in Snapchat advertising. These can be crafted as Standard Commercials or Extended Play Commercials. The former supports non-skippable ads of 3-6 seconds in length, and the latter supports ads of 7-180 seconds in length (non-skippable for the first 6 seconds). 

Supporting videos up to 3 minutes long, this type of ad is non-skippable for up to 6 seconds. 

The best part is that Commercials appear within Snap’s curated content, such as Snap Originals shows. This placement, combined with the assured initial viewability, makes these effective formats for grabbing attention. 

Commercials specifications: 

Why do they work? 

• Given their placement within trusted premium content on Snapchat, Commercials are great for building trust. 
• Their non-skippable format brings guaranteed attention. Grabbing attention and placing your core message within the non-skippable window leads to the assured delivery of your message. 
• In short, Commercials can be highly effective in upper-funnel engagement, driving interest and consideration. 

A good example here is the strategy adopted by Hershey’s Canada to promote their Jolly Rancher Gummies. The multi-format approach also included Commercials. The campaign led to about 73 M+ seconds of playtime, resulting in a 15.7x lift in brand favorability. 

KIMP Tips: 

• Make the non-skippable window in your ad count. Put your logo, key branding, and main idea within the first 2–3 seconds.
• Keeping the text minimal, use big, bold statements that capture attention and instantly communicate the key detail with your customers. 
• This format requires audio. Use catchy audio that complements the message or voiceovers that are clear and conversational. 

5. AR Lenses 

Augmented Reality (AR) lenses are some of the most exciting formats in Snapchat advertising. They allow brands to create immersive experiences that build memorability. 

Snapchat allows brands and creators to create two types of AR Lenses – Face Lenses and World Lenses, depending on how they want users to interact with these lenses. So, from gamified experiences to try-on options, there are many ways in which brands can use AR Lenses on Snapchat to create ads that do not feel like ads. 

Moreover, Instagram’s built-in Lens Web Builder makes it easy to craft branded AR Lenses quickly and conveniently. 

Why do they work? 

• These are shareable formats that can drastically enhance reach. 
• Hence, AR Lenses, when designed well, have the potential to go viral. 
• Giving users a virtual touchpoint and the option to try on a product improves purchase intent. 
• Given their potential to create a buzz, AR Lenses work well in campaigns meant to boost brand awareness. 

A good example of brands using AR Lenses will be VISA’s use of this format during the Paris Olympic and Paralympic Games. Reportedly, their campaign led to about 13.7M unique views with nearly 4.3M activated Lenses. 

This campaign shows how highly interactive formats like AR Lenses can give your brand a competitive edge during high-traffic seasons like global gaming events and other culturally significant moments. 

KIMP Tips: 

• Ensure clear branding by placing your brand name and logo on the lens, preferably in the top right or top left corner, to keep away from the Camera Lens elements at the bottom. 
• Focus on fun and interactivity. 
• Make it user-friendly. Users should instantly understand how your Lenses work. 

6. AR Filters 

Similar to AR Lenses, AR Filters are great for creating immersive experiences. From introducing your brand to launching a product, there are many occasions where AR Filters turn out to be productive. 

Unlike AR Lenses (which are interactive and dynamic), AR Filters bring simple graphical layers to enhance a photo or video. Hence, they can include a variety of branding elements, fun frames, product placement, special event themes, or custom taglines.

AR Filters specifications:  

Transparent .png files up to 300kb in size can be used to create Static Filters. The overall composition should not exceed an aspect ratio of 945×2048 px. 

On the other hand, .gif files, 1-3 seconds long in an endless loop, can be used to create Moving Images Filters. The recommended composition size for these filters is 720×1560 px. 

Why do they work? 

• One of the core advantages is that Filters can be location-based (Geofilters, tied to specific areas) or audience-based (available to targeted users). So you can fine-tune your targeting and thus improve the relevance of your ad. 
• Snapchat is all about Filters and interactive content. Therefore, AR Filters can appear native and boost visibility. 
• Users add Filters to their personal content and share it to Stories. Thus, this helps boost organic reach. 

Renowned Chinese automobile company BAIC used Snapchat’s AR Filters to create a buzz around the launch of the BJ60 model in the UAE market. This led to about 23M impressions from the filters. 

KIMP Tips: 

• Keep the design simple so that it does not overpower user content. 
• Ensure clear branding, adding recognizable elements like the brand logo. 
• Use bold outlines and colors so that your Filters stand out against diverse backgrounds. 

7. Sponsored AI Lenses 

While the above six formats have been some of the most popular among brands using Snapchat advertising, there is one other format that has recently been launched, which uses Sponsored AI Lenses. 

Making the most of the platform’s proprietary Generative AI tech, this format builds on the very popular Lens format on Snapchat. 

Some of the early adopters of this format in Snapchat advertising have been Uber and Tinder. Both these advertisers have seen better-than-average playtimes with this ad format. 

Given the recent popularity of artificial intelligence technology in the creative space, innovative ad formats like these are all set to explode. And since the format is still in its early stages, adopting it early can give your brand a competitive edge. 

Snapchat Advertising: Best Practices, Do’s & Don’ts 

Now that we have seen some of the most popular ad formats on Snapchat and some tips and tricks to make them work for your brand, let’s talk about general best practices applicable to Snapchat advertising on the whole. 

To begin with, understand that Snapchat is not the space to target a mature audience. While there are users in diverse age groups, the platform is particularly known to reach about 75% of Gen Z and millennial audiences in more than 25 countries. 

Secondly, choose the right format depending on how your target audience uses Snapchat and how they view technology on the whole. For instance, formats like AR Lenses and AR Lenses are best suited for a tech-savvy audience, early adopters of tech trends. 

Do experiment with Snapchat advertising for retail, e-commerce, fashion, and beauty brands. But do not rely too much on the platform for B2B advertising or even when targeting audiences looking for premium experiences from luxury brands. 

Do not heavily invest in Snapchat advertising for industries with strict regulations (like finance and healthcare) that limit your creative freedom. There are many other traditional ad formats in other platforms that might solve the purpose. 

Be aware of the image safe zones for diverse ad formats. This ensures that your message is delivered clearly and effectively without any part of the text or essential design elements being trimmed off the viewing 

Unlock Snapchat’s Advertising Potential With Designs by KIMP 

No doubt, Snapchat’s diverse advertising formats open up endless possibilities for brands with diverse budgets and diverse ad objectives. So if your audience consists mainly of Gen Z or even millennials, then Snapchat is a platform you cannot ignore. 

To make the most of the platform’s interactive content and ad formats and to stand out amidst the ever-growing competition, you need eye-catching, trend-savvy designs that resonate with Snapchat’s youthful audience.

Ready to elevate Snapchat advertising? Sign up for a KIMP subscription today!