Can Small Businesses Advertise on Snapchat?
It’s hard to ignore Snapchat. It’s had a relatively fast rise to fame, with 150 million daily active users and 60 percent of them contributing content regularly. It reaches 41 percent of all 18- to 34-year-olds in the U.S.
Snapchat recently rolled out its marketing program, but the price tags are high. Although there are some lower-priced ad options available, they are not cheap. Plus, Snapchat is used for branding efforts rather than investment plays, so it’s more difficult to see a direct return.
Nevertheless, Snapchat is a hugely popular social network, especially among the millennials. It would be silly not to consider it at least somewhat, even with the high prices. Snapchat also says that the swipe-up rate for Snap Ads is five times higher than the click-through rate on other social media networks.
But in the end, is Snapchat really something that smaller businesses with smaller budgets can take advantage of?
Let’s find out.
Pros and Cons to Snapchat Advertising
First let’s go over the pros. If your business sells largely to the millennial population, you undoubtedly will find them here. Daily users spend 25 to 30 minutes on the app, and more than 66 percent of users post on a daily basis.
The most effective Snapchat campaigns tend to be funny and lighthearted. They can be mindless or silly, but they are always meant to entertain. This is why Snapchat ads are engaging and help spread brand awareness.
Snapchat advertising is still new, so there are some shortcomings that must be considered, especially for the high cost. For instance, there are no advanced targeting options so it’s impossible to narrow down who is going to see your ad.
While there is an impressive user base, it still pales in comparison to Facebook (which has a more diverse user base and also advanced targeting). Additionally, there are limited capabilities in terms of tracking and reporting, so you won’t know much about who is looking at your ad.
In the end, we feel that it’s best for smaller businesses to wait on Snapchat advertising. It’s a lot to pay for a bit of brand exposure, and it’s designed to appeal to larger businesses that have the money to spend. What we do recommend, however, is being on Snapchat!
Try managing your own feeds, which will still require some resources, but not nearly as much as advertising. This way, you can reach more of your audience, share candid, behind-the-scenes looks at your brand and build a following that may make advertising on Snapchat more beneficial in the future.
Things are always changing with social media. Count on WSI Net Advantage to keep you updated with the best social networks for your business and how to use them. Call us today at 510-687-9737 or fill out our contact form.