Paid Social

Types of Snapchat Ads & How to Use Them

Why Use Snapchat Ads?

Since its 2011 release, Snapchat has empowered users to express themselves and share stories without public-facing comments or likes.

The amount of Snapchat users have been increasing every year and as of 2021, there are more than 180 million Snapchat Users in the United States alone.

Whether you’re a Marketing Manager at an established brand or the Founder of an up-and-coming business, Snapchat offers many different ad types that will allow you to interact with its growing audience around the world. 

 

Types of Ads on Snapchat (with Examples)

Snapchat provides six ad types brands can utilize to interact with users:

  1. Snap Ads
  2. Story Ads
  3. Collection Ads
  4. Commercial Ads
  5. Filters
  6. Lens AR Experiences

 

1. Snap Ads

Snap Ads appear in between Publisher content in ‘Discover’ and Friends’s stories. This is a great option for awareness. Snap Ads can be a static image or videos. 

1. Snap Ads

 

2. Story Ads

Story Ads appear in ‘Discover.’ Users can click the Story Ad to view up to 20 sequential Snap Ads. This is a great option for brands who want to increase awareness and engagement.

2. Story Ads

 

3. Collection Ads

Brands have two different options with Collection Ads.

A standard collection ad features an image or video that features four products in tappable tiles. The products featured are specific SKU’s selected by the advertiser. A Dynamic Collection ad functions the same way as a standard collection ad except that the product feed is dynamically generated from the catalog based on a product set.

Both types appear in between Friends’ stories and Publisher content.

 

4. Commercial Ads

As with Collection Ads, advertisers have two different options for Commercials.

Standard commercials are non-skippable 3-6 second ads and Extended Play Commercials can be anywhere from 3 – 180 seconds. Note, only the first 6 seconds are not skippable.

Commercial ads appear in ‘Shows’ and ‘Games’.

4. Commercial Ads

 

5. Filters

Filters are fun overlays that can be added on top of a user’s Snaps.

After a Snap is taken, users can see what is available. Filters can apply artistic effects, feature Bitmojis, venue information and more. 

5. Filters

 

6. Lens AR Experiences

According to one of Snapchat’s Global reports, an average 200 million+ users engage with AR in-platform everyday. The report also highlighted that 94% of people plan to use AR shopping the same or more in 2022.

Lenses are great ad types to utilize because they can help drive engagement and help users connect with a brand in unique and impactful ways. Brands can even create shoppable Lenses where users can virtually try and purchase products.

These ads can appear in Lenses, in friends’ stories, ‘Our Story’ or ‘Spotlight’.

6. Lens AR Experiences 

 

Final Thoughts for Businesses Considering Snapchat Ads

In a 2019 study, 95% of users said Snapchat makes them feel happy and as an avid Snapchat user, I relate to that 100%.

At the end of the day, who wouldn’t want to interact with happy users? 

💡 Want to learn about other types of social media ads across platforms? Keep reading:


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