Just like regular user “Stories,” Snapchat ads are displayed in the Recent Updates feed in the My Friends sections of the app. The first ad, which ran as a test to users in the US last October, was for the horror film, Ouija. Holding your finger on the icon plays the ad. It’s the same format as a Story, in that you must hold your finger down to view it, and the time remaining ticks down in the top right corner. This unique method of holding is important for advertisers as they could know exactly the point where viewers stopped watching. Just like a Story, the ad vanishes from the feed after 24 hours if you choose not to watch it. This makes it very easy for brands that want to advertise on Snapchat with existing video collateral. This also highlights the fact that a brand can effectively launch a campaign on Snapchat without any following or history and target the entire user base.
There are two more additional ways to advertise on Snapchat. One is Snapchat’s Sponsored Lenses, which is the ability for users to turn their photos or videos into human emojis with accentuated features or accessories. The last type of Snapchat advertisement is a GeoFilter. When a Snapchat user has their location settings turned on, they can swipe their screen to get various GeoFilters on their photo, similar to Instagram. For example, if you are in New Orleans, a Mardi Gras GeoFilter might be available. You can create GeoFilters for a specified area as well, such as at a restaurant for a friend’s birthday. On the other hand, you can make your GeoFilter national, which would be an available option at a sports stadium for example.
In addition to video advertising, Snapchat offers a variety of advertising options which include the platform’s native tools such as adding custom filters, geofilters, text, emojis, music and more Snapchat stories, which last only 24 hours, are a string of snaps used to create a video narrative. Snapchat’s authentic platform can make an impact with your followers and strengthen your brand’s point of view with real-time marketing.