Page 222 - Social Media Marketing for Dummies

» 90 percent of users are 13–24 years of age.
» 73 percent of users are 18–24 years of age.
» There are 14 billion Snapchat daily video views.

The­ stat­ that­ stands­ out­ the­ most­ is­ how­ young­ Snapchat­ users­ are.­ Snapchat­
allows­13-year-olds­or­older­to­use­the­platform,­and­as­those­users­get­older,­they­
start­migrating­to­other­platforms­such­as­Facebook,­Twitter,­and­Instagram.­That­
single­fact­differentiates­Snapchat­from­other­platforms.

Advertising on Snapchat

Advertising­on­Snapchat­is­in­some­ways­very­similar­to­and­in­others­very­­different­
from the other social media platforms. You can choose a demographic that you
want to­target,­create­the­advertising­you­want­to­share,­and­then­assign­a­budget­
for the advertising. Similar to the other social media platforms, Snapchat allows
you­to­run­an­advertising­campaign­on­your­own­in­a­self-service­fashion.­(You’re­
typically­required­to­spend­at­least­$3,000­a­month­on­a­campaign.)

However, with Snapchat being much smaller and much younger than the other
social­media­platforms,­you’re­limited­in­how­you­can­target­your­customers­and­
what advertising formats you can use. In addition, Snapchat has its own visual
language and its own features with corresponding advertising opportunities.

You­can’t­create­ads­once­and­assume­you­can­use­the­same­creative­across­Face-
book,­Twitter,­Instagram,­and­Snapchat.­In­fact,­it’s­quite­the­opposite.­For­exam-
ple,­what­you­create­for­Facebook­and­Instagram­most­certainly­won’t­work­on­
Snapchat.­This­is­critical­to­consider­as­you­choose­which­social­media­platform­to­
focus­on.­You­may­quickly­discover­that­you­don’t­have­the­resources­or­the­budget­
to­ spread­ yourself­ across­ many­ social­ media­ platforms.­ You’ll­ need­ to­ choose­
where­to­focus­quickly­unless,­of­course,­you’re­a­very­large­brand­with­the­ability­
to support active social media accounts on many platforms.

Choosing an objective and format

When you use the self-service functionality on Snapchat (https://forbusiness.
snapchat.com/),­you­must­first­choose­between­different­business­objectives.­The­
objectives­you­can­choose­from­include:

206 PART 3 Reaching Your Audience via Mainstream Social Platforms