Looking to improve your Snapchat marketing approach this 2022? If you’re wondering what currently does well in Snap ads, then you’re definitely in the right place. A team from VidMob sought to find this out in a new, three-part study, seeing them analyze over 14,000 Snap ad campaigns, run over the last three years, to understand the key best practices and approaches.
Trending on Snap Ads
The study is split into three verticals – Financial Services, CPG, and Entertainment. The Whitepaper is available here if you want to check out all the details, but what we’ll be more focused on here are the key points.
Within each of the topic reports, VidMob has included a summary of what are essentially ‘Best Practices’ and how Snapchatters respond to ads.
- The best-performing CPG brands advertising on Snap get their message across early and emphatically.
- Up-front when stating brand name; at the very beginning of the ad, if possible.
- Stand out when displaying your brand name.
- Don’t hide CTA buttons until the end of the ad.
VidMob’s team has also included a more specific breakdown of key elements, along with key engagement stats. One major common point identified is to make your primary visuals stand out, stating that videos with at least moderate image contrast enjoy a 6% higher swipe rate, while lower text-dense ads can see up to 175% more views. VidMob also found that these two elements work well across all verticals:
- High Contrast Imagery – Creatives with a high degree of contrast and bold colors saw a 15% higher swipe up rate for Financial services compared to low color contrast videos, while high contrast ads saw a 40% higher swipe up rate for the Entertainment category. Similarly, CPG ads with high color contrast yielded twice the screen time as other ads.
- Minimized Text – View rate was 175% higher for Financial services creatives when less than 5% of the screen was dedicated to text, while the difference was 85% for CPG ads. When text took up less than 5% of the screen, Entertainment ad swipe-up rates were 23% higher.
Meanwhile, celebrity fronted campaigns always tend to perform well, with vertical results showing 40% higher view time, 18% higher swipe rate for ads that had celebrities directly looking at the camera, and 20% higher swipe rate simply by featuring celebrities in your ads. Despite being pricey, it goes well with Snap’s new partnership with Cameo.
The Wrap
These are some unique and interesting notes. It could serve you well, especially if you consider that what was mostly discussed are more ‘unconventional’ elements, encouraging you to come up with colorful and distinct approaches to maximize your potential on Snapchat.
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