Follow

Snap Ads Creative Best Practices

 

Snap Ads offer the magic of sight, sound, and motion in a format truly made for mobile. Snap Ads begin with an up to 10-second vertical video, and then offer the option to add an interactive element one swipe away. Create a Snap Ad that suits your goals in the form of Video (Live or Animated), Gif-like, Still, and Cinemagraph! Below, you can find some creative best practices.

Snap Ads:

  • Feature a “Hero” message from the opening frame 
  • Use voiceover call to actions to encourage swipe up
  • 0:03 - 0:05 is the sweet spot for Snap Ad length to drive action
  • Test all types of Snap ads from video, to stills, to gifs or cinemagraphs (one per ad set)
  • Align creative with targeting where possible- Higher relevancy leads to higher swipe and conversion rates!
  • Consider stop animation or GIFs for your Top Snap
  • Provide an offer message if available within second 2 or 3
Attachments:
App Installs:
  • Showcase key metrics to demonstrate the value of the app
  • Feature a person using the app
  • Showcase the app UX 
  • Use the creative to showcase what the user can expect from the app 
  • Feature a single minded message from opening frame
  • Add a visual or a voice call to action that is relevant to the app and its value proposition
    • Try to align the voiceover content to the call to action (the audio should say “Install” or “Install Now” if you plan to use the INSTALL_NOW call to action and vice versa for DOWNLOAD)
  • Educate users as to what the app does visually 
  • Where possible, use INSTALL_NOW or DOWNLOAD as your CTA as these have both the strongest conversion rates and CPIs 
Web View: 
  • Feature product, offer, and branding within first frame
  • Key messaging should be immediately understood
  • The Top Snap and landing page should focus on consideration not conversion
  • Ensure your ad is descriptive about what the user gets once they swipe up.
Long Form Video:
  • Drop into immediate action with a compelling element, like a reveal or brand iconography
  • Creative should be kept clear, concise, and linear
  • Brand and single key message should ideally be introduced within first 2 seconds
  • Vertical video is preferred
 
Additional Tips
 

Native Style. Develop video ad creative with Snapchat’s platform and visual language in mind. Ads which feature UGC look and feel, Snapchat inspired features, and speaking to camera are significantly stronger at driving view-through, while performing on par at driving ad awareness compared to polished ad style. Consider an endemic creative style to increase duration. 

Simple Creative. Keep ad creative simple and concise with a clear key message. Ads should seek to mirror the bite-sized and linear storytelling of Snaps. Snapchat recommends keeping duration closer to :05-:06.

Early Branding. Establish brand moment before the :02 mark to maximize ad awareness, but avoid opening on a solid frame with a logo or product shot only. Opening with dynamic footage provides a moment to hook viewers!

Frequency. Incremental exposures increase lift in resonance metrics, despite having a negative impact on view duration. Focus on driving resonance metrics rather than view duration.

Snap Ads Creative Best Practices

Snap Ads offer the magic of sight, sound, and motion in a format truly made for mobile. Snap Ads begin with an up to 10-second vertical video, and then offer the option to add an interactive element one swipe away. Create a Snap Ad that suits your goals in the form of Video (Live or Animated), Gif-like, Still, and Cinemagraph! Below, you can find some creative best practices.

Snap Ads:

  • Feature a “Hero” message from the opening frame 
  • Use voiceover call to actions to encourage swipe up
  • 0:03 - 0:05 is the sweet spot for Snap Ad length to drive action
  • Test all types of Snap ads from video, to stills, to gifs or cinemagraphs (one per ad set)
  • Align creative with targeting where possible- Higher relevancy leads to higher swipe and conversion rates!
  • Consider stop animation or GIFs for your Top Snap
  • Provide an offer message if available within second 2 or 3
Attachments:
App Installs:
  • Showcase key metrics to demonstrate the value of the app
  • Feature a person using the app
  • Showcase the app UX 
  • Use the creative to showcase what the user can expect from the app 
  • Feature a single minded message from opening frame
  • Add a visual or a voice call to action that is relevant to the app and its value proposition
    • Try to align the voiceover content to the call to action (the audio should say “Install” or “Install Now” if you plan to use the INSTALL_NOW call to action and vice versa for DOWNLOAD)
  • Educate users as to what the app does visually 
  • Where possible, use INSTALL_NOW or DOWNLOAD as your CTA as these have both the strongest conversion rates and CPIs 
Web View: 
  • Feature product, offer, and branding within first frame
  • Key messaging should be immediately understood
  • The Top Snap and landing page should focus on consideration not conversion
  • Ensure your ad is descriptive about what the user gets once they swipe up.
Long Form Video:
  • Drop into immediate action with a compelling element, like a reveal or brand iconography
  • Creative should be kept clear, concise, and linear
  • Brand and single key message should ideally be introduced within first 2 seconds
  • Vertical video is preferred
 
Additional Tips
 

Native Style. Develop video ad creative with Snapchat’s platform and visual language in mind. Ads which feature UGC look and feel, Snapchat inspired features, and speaking to camera are significantly stronger at driving view-through, while performing on par at driving ad awareness compared to polished ad style. Consider an endemic creative style to increase duration. 

Simple Creative. Keep ad creative simple and concise with a clear key message. Ads should seek to mirror the bite-sized and linear storytelling of Snaps. Snapchat recommends keeping duration closer to :05-:06.

Early Branding. Establish brand moment before the :02 mark to maximize ad awareness, but avoid opening on a solid frame with a logo or product shot only. Opening with dynamic footage provides a moment to hook viewers!

Frequency. Incremental exposures increase lift in resonance metrics, despite having a negative impact on view duration. Focus on driving resonance metrics rather than view duration.

Comments

Powered by Zendesk