If you’re targeting teenagers solely through traditional methods, you might be missing a trick. When it comes to attracting teenage users, Snapchat is one of 2018’s most powerful and undervalued channels. In February, Snapchat reported that it has an audience of over 187 million daily active users, most aged between 13 and 25. In fact, roughly 40% of this elusive teenage audience is impossible to reach on other social media sites.
So, why are relatively few marketers willing to make the leap to Snapchat? It seems like many are hesitant to jump into a platform that they don’t actually use themselves.
If you’re one of them, fear not! In this article, we’ll look at some effective methods that app marketers can use get the most out of this powerful platform. I’ll share some secrets behind the strategies we use every day at Fanbytes to help some apps drive CPIs as low as $0.60, $0.49, and even $0.36 through Snapchat.
Why you probably haven’t tried Snapchat before
For those who have never used Snapchat, it can be difficult to know where to start. Because most content on the platform disappears after twenty-four hours, it’s can seem difficult to know what sort of content is on the platform and how, therefore, to position your content among the rest.
You might have discounted Snapchat after reading about the rate of ad skipping on the platform: according to Digiday, as high as 69% of users in the USA “always” or “often” skip ads on Snapchat. This may be the norm, but we know from our experience that’s it’s possible to keep completion rates consistently at 90% and higher. Let’s dig into how, with three of our top insights, learnt from hundreds of successful app install campaigns.
Think like a teen
Most ad content on Snapchat fails to appeal to its audience’s expectations of content on the platform. The result is high CPIs, unsustainable expenditure, and a negative experience for users: the ads are intrusive and users reactively skip them.
The content people are used to seeing is either videos of influencers, or memes, gifs, and other funny content. Your ad doesn’t have to look exactly like that content to do well, but it should speak the same language – and often, if your content does look exactly like regular Snapchat content, it can carry the weight of a personal recommendation, driving your CPIs down.
If you don’t want to sacrifice your slick motion-graphics ad, there’s a great way to get the best of both worlds: before your main ad, include a pre-roll made inside Snapchat, using its native fonts, paintbrushes, emojis and gifs, with copy which gives users a reason to pay attention to the next snap.
This technique got fantastic results for hip hop discovery app, MyMy Music. They preceded their motion graphics ad with a pre-roll built inside Snapchat, and consistently saw CPIs as low as $0.49 – helping grow their user base by over 30,000. Overall, by incorporating organic pre-rolls in our, we’ve seen a 50% increase in engagement across the board.
Capitalise on memes
Like them or loathe them, memes work, and not just for humorous apps. The gaming app Plato got fantastic results using memes in a motion-graphics ad for their in-app game Werewolf. Combined with the right distribution, this cut their CPI by over a third.
Of course, if you’re app does have a humorous slant, memes can lead to fantastic results. Take the video app, Oevo, who had struggled to get sustainable CPIs using traditional methods, like Facebook Ads.
We introduced them to Snapchat channels as an alternative distribution method, and a simple change to their creative material brought a dramatic change in their results: after introducing memes to humorously compare them to their main competitor, Vine, they cut their CPIs by one-sixth compared to Facebook Ads, and one-eighth compared to Snapchat Ads.
The story was similar for the comedy app Laughs. Using meme-based creatives, we helped them gain their first 50,000 users – a critical step in securing their next funding round, and taking their app to the next level.
Ditch the in-app footage
We get it – you’re proud of your app and want to show it off. You’ve worked hard on the look and feel of your app, and want those elements to come across in your adverts. But this might not be the best way to get people through the door.
We ran several tests for the fitness app Sworkit, where we pitted two adverts containing in-app footage against two identical adverts where the in-app footage was replaced with images of people working out. Overall, the adverts without in-app footage performed better across the board, with an improvement of roughly 50%. This increase in clicks did not harm user retention or engagement, which remained stable.
We have seen this pattern across numerous verticals, and so it’s worth asking – when you create your next Snapchat ad – is in-app footage is actually necessary?
While in-app footage undoubtedly works for some, especially in the gaming vertical, when time is limited to just 10 seconds, don’t let in-app footage distract from a more important message.
If your app’s interface could look a little cluttered or busy in a fast-paced ad, why not replace in-app footage with a stylised version of the app? You’ll show how it works, without distracting users with unnecessary details. This worked great for viral video app, PopShow, whose stylised ad showed off the app’s dashboard without appearing cluttered or overcomplicated.
The technique also worked a treat for gaming app, Plato. We advertised their racy game Rock Card using a simpler, stylised version of the app’s interface, and this saw over 200% more engagement than Plato’s average!
Final word, and how to get started
Once you understand how to use Snapchat like a teen, you’re well on your way to achieving some of the most cost effective app growth possible in 2018. By incorporating many subtle changes advocated above, you’re likely to dramatic improvements in yours results on Snapchat.
Which distribution channel works best will depend on your app, your target audience, and your goals. If you’re interested in learning more about which option is best for you and how to get started, we’d love to help: reach out to us at firstname.lastname@example.org or head over to our website: https://fanbytes.co.uk/.