How are brands using Snapchat to market?

    Creative Snapchat campaigns: How brands are using it?

In the constantly evolving landscape of digital marketing, social media platforms are at the forefront of connecting brands with their audiences.

Among the platforms making waves is Snapchat.

What once started as a disappearing photo-sharing app has now transformed into a marketing powerhouse for brands targeting millennials and Gen Z.

With its ephemeral nature, interactive features, and a stronghold on the younger demographic, Snapchat provides brands with unique ways to engage, advertise, and sell.

This blog will explore how brands are leveraging Snapchat for marketing success, the platform’s distinct advantages, and creative campaigns that stand out.

Why Snapchat for Marketing?

Snapchat's appeal lies in its ability to provide authentic, real-time experiences. Unlike other platforms, Snapchat thrives on a “raw and unfiltered” vibe, making it the perfect channel for brands to connect with users on a more personal level.

Here are some statistics to understand its potential:

• Demographic Edge: Snapchat boasts over 375 million daily active users, with 48% of U.S. users aged between 15-25 years. For brands targeting younger audiences, this is a goldmine.
• Time Spent: On average, Snapchat users spend 30+ minutes on the app daily, providing ample opportunities for exposure.
• AR Technology Leadership: Snapchat’s augmented reality (AR) tools are a game-changer, with over 250 million users engaging with AR daily.

How Brands Are Leveraging Snapchat

1. Augmented Reality (AR) Campaigns

Snapchat’s AR lenses allow brands to create interactive experiences that feel futuristic and fun. AR campaigns are particularly effective for product try-ons, immersive storytelling, and gamification.

• Case Study: Gucci Virtual Try-On

Gucci used Snapchat’s AR lenses to let users virtually try on its Ace sneakers. Users could see how the shoes looked on their feet, enhancing the shopping experience and boosting online sales.

Brands in beauty, fashion, and even the automotive industry have tapped into AR to give users a hands-on experience without leaving their homes.

2. Sponsored Lenses and Filters

Snapchat’s sponsored lenses and geofilters are one of the most creative ways to engage audiences. These branded overlays make campaigns highly shareable and fun while embedding brand elements subtly into user-generated content.

• Case Study: Taco Bell’s Cinco de Mayo Lens

Taco Bell’s sponsored lens, which turned users’ faces into a taco shell, remains one of the most iconic examples of a Snapchat marketing campaign. It generated 224 million views in just one day, demonstrating how powerful filters can be.

3. Snap Ads

Snap Ads are vertical video ads that appear between Stories or as users scroll through Discover. They are quick (up to 10 seconds) but highly engaging. These ads can include a swipe-up option that directs users to a website, app download, or additional content.

• Best Practices:
• Keep it short and punchy.
• Use vibrant visuals to grab attention.
• Add a clear call-to-action (CTA) like “Swipe up to shop” or “Learn more.”

Brands like McDonald’s, Adidas, and Sephora have successfully utilised Snap Ads to generate traffic and drive conversions.

4. Influencer Collaborations

Influencer marketing has a unique edge on Snapchat due to the platform’s “unpolished” nature. It allows influencers to connect with their followers authentically, making brand partnerships feel more organic.

• Case Study: Kylie Cosmetics

Kylie Jenner, one of Snapchat’s biggest influencers, frequently uses the platform to showcase new product launches, behind-the-scenes clips, and tutorials for her brand, Kylie Cosmetics. Her Snap Stories have directly contributed to driving traffic to her website during product drops.

5. Snapchat Spotlight

Snapchat Spotlight is the platform’s version of short-form video content, similar to TikTok and Instagram Reels. Brands are using Spotlight to showcase creative, user-generated content and build viral trends around their products.

• Example: A clothing brand could create a branded hashtag challenge on Spotlight, encouraging users to showcase their outfits while using a specific filter or track.

6. Discover Content

The Discover tab is where Snapchat users go for news, entertainment, and branded content. Partnering with Snapchat to feature branded stories on Discover gives brands high visibility and credibility.

• Case Study: BuzzFeed on Snapchat Discover

BuzzFeed partnered with Snapchat to create daily Discover stories featuring recipes, lifestyle tips, and quizzes. These stories align perfectly with Snapchat’s younger audience, increasing engagement and brand recognition.

7. Location-Based Marketing

Snapchat’s geotargeting tools allow brands to connect with users based on their location. For example, a restaurant could use a geofilter to advertise a special offer, or a music festival could promote its event with AR lenses available only at the venue.

Why Snapchat Marketing Works

Snapchat stands out for the following reasons:

• Authenticity: Its raw, real-time vibe appeals to younger audiences who value transparency over perfection.
• Engagement: Features like lenses, filters, and AR drive unparalleled user interaction.
• Personalization: The platform’s ad targeting allows brands to reach users based on location, age, interests, and even device type.
• Mobile-First: As a mobile-only app, Snapchat caters to an audience that’s always on the go.

Tips for Brands to Ace Snapchat Marketing

        1. Be Creative: Use quirky lenses, behind-the-scenes stories, or playful filters to capture attention.

        2. Keep it Snappy: Snapchat thrives on short-form content, so focus on bite-sized messages with big impacts.

        3. Engage Through AR: Tap into Snapchat’s AR tools to create immersive experiences that set your brand apart.

        4. Leverage Influencers: Collaborate with Snapchat creators who can authentically represent your brand.

        5. Analyse Data: Use Snapchat Insights to track metrics like views, swipe-ups, and engagement to optimise future campaigns.

Challenges of Snapchat Marketing

While Snapchat offers immense potential, brands should also be aware of certain challenges:

• Steep Learning Curve: Snapchat’s interface and ad tools can be tricky for new users to navigate.
• Niche Audience: If your target audience isn’t predominantly millennials or Gen Z, other platforms may offer better reach.
• Higher Costs: While effective, Snapchat ads can be more expensive compared to Facebook or Instagram ads.

Brands must weigh these factors and assess if Snapchat aligns with their overall marketing strategy.

Successful Snapchat Campaigns

Here are a few noteworthy examples of brands winning on Snapchat:

• Audi: Created a campaign targeting younger drivers with witty Snap Ads, increasing brand awareness.
• Nike: Used AR filters to let users virtually try on its sneakers, driving massive sales.
• Netflix: Promoted shows like Stranger Things through interactive lenses and geofilters, building buzz among fans.

Conclusion

Snapchat is no longer just a messaging app—it’s a marketing tool that helps brands connect with younger audiences in creative and immersive ways.

From AR lenses to Snap Ads, the platform provides endless opportunities for brands to innovate and engage. While Snapchat marketing may not be suitable for every brand, those targeting millennials and Gen Z will find it to be a playground of possibilities.

If you’re ready to create impactful Snapchat campaigns but don’t know where to start, Uniworld Studios can help.

As a full-service digital marketing agency, we specialise in crafting innovative strategies tailored to your brand’s goals. From ad creation to influencer collaborations, we’ll ensure your Snapchat marketing shines.

Contact Uniworld Studios today and take your brand to the next level!