Page 224 - Social Media Marketing for Dummies

allow brands to participate in native Snapchat conversations in more fun
ways. As you design your own filter, consider ways to make it fun and ask
yourself when and why would they be used. The filter shouldn’t take more
than 25 perecent of the screen; it’s best kept simple and light.
» Commercials: These are six-second, non- skippable, video-based ads within
their high premium content units.
» Commercials are the most traditional kind of marketing but have their place
for building awareness and consideration for your brand or product.

Reaching your customers on Snapchat

It’s­one­thing­to­have­fancy­ad­units,­ but­ it’s­ another­ if­ you­have­the­ ways­ to­
­ target them­ most­ effectively.­ After­ all,­ that’s­ the­ power­ of­ all­ forms­ of­ digital­
marketing —­you­can­reach­exactly­the­people­that­you­want­to­when­you­­advertise­
online.­Snapchat­makes­it­easy­by­allowing­you­to­target­customers­based­on­their­
interests­ (what­ they­ say­ they­ like)­ and­ their­ behaviors­ both­ on­ Snapchat­ and­
beyond­the­platform.­You­can­also­focus­your­advertising­efforts­by­demographics­
including­age,­gender,­household­income,­parental­status,­and­the­like.­Targeting­
by country and within a category such as universities or by radius in an area is also
possible.­In­other­words,­the­way­you’re­able­to­target­on­the­other­social­media­
platforms when you advertise, you can do so on Snapchat as well.

The­other­side­to­reaching­your­customers­is­using­the­more­advanced­targeting­
tools­provided­by­Snapchat.­These­include­Custom­Audiences­that­allow­you­to­
retarget Snapchat users who have already seen your ads or engaged with your
business­elsewhere­and­Lookalikes­that­allows­you­to­find­Snapchat­users­who­are­
similar in demographics and psychographics to your current customers. You cre-
ate­a­lookalike­audience­by­uploading­a­file­from­your­own­CRM­database­or­by­
sharing anonymous data about your website visitors.

Measuring Results on Snapchat

You­should­never­advertise­on­any­social­media­marketing­platform­unless­you­
can­measure­the­effectiveness­of­it.­Fortunately,­Snapchat­makes­it­easy­to­mea-
sure the results of the various campaigns that you may run on the platform. On
Snapchat,­you­can­track­the­following­metrics­in­your­Ad­manager­dashboard.

» Campaign Performance: This tells you how your campaign performed and
includes your total spends by campaign, the paid impressions, the swipe ups,
and the effective cost per swipe up.

208 PART 3 Reaching Your Audience via Mainstream Social Platforms